When June hits, everything turns rainbow. Ad agencies in Philadelphia and across the country help companies re-brand
for pride month. Colorful logos replace profile pictures and advertising campaigns hit social media.However, a closer look at this branded holiday
shows that many companies are disingenuous in their pride marketing. Your branding represents who you are, and you want it to actually mean something. Here are some ways you can embody real allyship all year long.
1. Put Your Money Where Your Mouth Is
Behind pride branding should always be real efforts for change. Make a commitment to do something concrete throughout the year, whether it be donating to an organization championing LBGTQ+ rights or using your social media platforms to speak out against harmful legislation.
2. Create an Inclusive Workplace
Good design should be inclusive
. That includes making sure your agency hires diverse employees so there is representation in creation and decision-making. Ask for feedback to ensure your office is a place where everyone feels safe.
3. Look at Your Language
Be thoughtful in your copywriting. When possible, try to avoid using gendered language. Consider if your campaigns will speak to everyone. Taking the time to write inclusive copy is not just the right thing to do; it will also help your bottom line and grow your audience.
4. Partner with LGBTQ+ Influencers
Include more LGBTQ+ voices in your network of influencers. As with copy choices, this will only help to grow your audience. Diversify your social media presence and partnerships. Make sure the stories you’re telling are honest and promote allyship in an authentic way.
5. Normalize all Experiences
Representation should be present from start to finish. Ideally, you’ll have a diverse group of people making decisions as well as campaigns that speak to all kinds of people. Think beyond traditional marketing imagery. Show people of marginalized gender identities that they fit into the customer experience too.
This year has seen an unprecedented amount of anti-LGBTQ+ legislation
, making it more important than ever to support equality. Philadelphia ad agencies have a responsibility to walk the walk, not just talk the talk. As June comes to a close, consider how you can use your platform in a socially responsible way, both in your client work as well as your own company. Your audience will know the difference.