Authentic allyship: Supporting the LGBTQ+ community beyond Pride Month

By Sarah Garnica | June 27, 2024

Reading time: 2 minutes

Authentic Allyship Supporting The Lgbtqia Community Beyond Pride Month — Authentic allyship: Supporting the LGBTQ+ community beyond Pride Month.

Abstract

While many brands delight in being inclusive in June, some stop voicing their support for the LGBTQ+ community after Pride Month. Understanding the LGBTQ+ community and supporting them year-round shows that a company is being genuine in its efforts. Being open and honest is important for brands trying to maintain their relationship with the the LGBTQ+ community.

Research Topics:: Consumer Research | Diversity Equity & Inclusion (DEI)
Industry/Market Focus:: Consumers | LGBTQIA+ | Research Industry
Content Type: Research Industry Voices

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Maintaining a relationship between brands and people

Editor’s note: Sarah Garnica is a marketing associate at Horowitz Research.

Growing up, I was taught the importance of treating everyone with respect, love and compassion. These values have guided me throughout my life, especially as I developed relationships with family, friends and colleagues who identify as part of the LGBTQIA+ community.

LGBTQIA+ individuals represent one in five (21%) younger American adults (18-34-year-olds), according to Horowitz Research’s State of Media, Entertainment and Tech: Viewing Behaviors 2024. Of the younger adults who do not identify as a member of the LGBTQIA+ community, over one in three (35%) report being an ally.

Initially, I believed allyship simply meant showing compassion and respect. However, as I've grown older, I've come to understand that true allyship requires more than passive support – it demands intentional actions that support and empower them, in order to build trust, consistency and accountability in relationships with individuals in the LGBTQIA+ community.

Pride Month is an important time to better understand what it means to be an authentic ally, especially for almost half (47%) of adults who don’t identify as part of the LGBTQIA+ community or consider themselves allies. Reflecting on my relationships with LGBTQIA+ friends and family, I now ask myself deeper questions: Have I created safe and supportive spaces for them? Have I shown my support in genuine and concrete, not just performative, ways that make my allyship meaningful?

These questions are not only relevant for individuals but also for businesses. It's important for businesses to clearly articulate how they contribute to the LGBTQIA+ community, not just during Pride Month but throughout the year. Profiting from LGBTQIA+ visibility during Pride Month without substantive support for community causes is not only performative and ethically questionable but also transparent to consumers, potentially damaging trust and credibility.

How to be an authentic ally

Authentic allyship requires ongoing commitment and tangible support. It means advocating for inclusive policies, actively listening to LGBTQIA+ voices and investing in initiatives that promote equality and acceptance. By aligning actions with values, businesses can foster environments where LGBTQIA+ individuals feel respected, valued and fully included. For instance, three in four (75%) LGBTQIA+ consumers say there’s a positive impact on their decision to buy from a company that has internal diversity and equity initiatives to ensure women, BIPOC, LGBTQIA+ and other groups have an equal opportunity. Having an inclusive employee base not only strengthens relationships within the community but also enhances organizational integrity and social responsibility.

Whether you're an individual or a business organization, navigating the complexities of allyship involves educating ourselves, engaging in meaningful dialogue and taking actions that make a real, lasting impact – and the journey continues, way beyond Pride Month.