In recent years, a number of fashion retailers have profited from annual Pride events by emblazoning the rainbow flag across products, which are then sold back to the community or to the general public as a means of celebration and allyship. However, brands must elevate and contribute to community with their actions.
During and outside calendar dates which are dedicated to the community (such as Pride or LGBT+ History Month), use the opportunity to uplift and tell stories that celebrate individuals. Lean into providing annual funding and resources to community groups that support LGBTQ+ individuals for housing, support or aid.
Above all, be meaningful, purposeful and authentic in creating the change, and not opportunistic. These actions will help employees and consumers to understand the impact behind your intent.
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> Photo credit: James Anastasi