Allyship is not just for Pride Month
Editor’s note: Sarah Garnica is a marketing associate at marketing research agency Horowitz Research.
Many corporations and individuals celebrated Pride Month in June. As we now find ourselves in the middle of July, it is essential to remember that just because the float-filled parades have stopped, it does not mean the conversation about pride has ended.
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. According to the “State of Media, Entertainment, and Tech: Viewing Behaviors 2024” report, LGBTQIA+ individuals represent one in five (21%) younger American adults (18-34 years old). Among younger adults, over one in three (35%) do not identify as a member of the LGBTQIA+ community but 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 LGBTQIA+ individuals – to build trust, consistency and accountability in relationships.
Allyship in a corporate context
Recently, I had the pleasure of being introduced to Giovanni Zaccariello, the senior vice president of global visual experience at Coach. Giovanni has spent over 20 years in the fashion industry revolutionizing consumer experiences. A graduate of Oxford with a first-class honors master’s degree in business and branding, Giovanni leads visual merchandising, 3D creative studio, brand events and the digital experience team at one of the largest fashion organizations in the world. While we were talking, he graciously shared his perspective on what allyship means to him. Giovanni emphasized that "allyship is the true meaning of supporting LGBTQ+ all year long, not just for Pride Month. It means standing up in front of them and being there for support when things are not looking good. It means fighting for equality."
Pride Month is an important time to understand what it means to be an authentic ally, especially for almost half (48%) of adults who neither identify as LGBTQIA+ nor 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 ways, not just performative gestures, that make my allyship meaningful?
Answering these questions is not only relevant for individuals but also for businesses. Giovanni highlighted that allyship in a corporate context means "truly standing for equality at all times. Priority is not the financial gain but the support you can provide to the community in several forms."
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. “Support from top down, from executive leadership to staff, is a sign that this is part of the company culture,” Giovanni said. This kind of support can positively impact consumer decisions; according to the “State of Media, Entertainment, and Tech: FOCUS LGBTQIA+ 2023” report, 38% of consumers say a company's LGBTQIA+ support has a positive impact on their decision to buy. Furthermore, transgender or nonbinary inclusive ads positively impact brand perception for 30% of total consumers, highlighting the significance of authentic representation. LGBTQIA+ allyship is important to 48% of 18-34-year-olds and 43% of Gen Zers, according to the “FOCUS Generation Next” report.
Additionally, Giovanni pointed out the importance of "supporting globally vs. just one region, as each region has several challenges." He also stressed the need for "year-long programs centered around key topics of interest like equality and trans rights, and overall health and benefits policies that fully reflect support for LGBTQ+ employees."
The importance of year-long support cannot be overstated. While Pride Month is a time for celebration and visibility, the real work of allyship extends far beyond those 30 days. It's about integrating support into the fabric of daily operations and interactions. Companies must look at their policies and practices to ensure they are not only inclusive but are also actively promoting equality. This might include revising health and benefits policies to better serve LGBTQ+ employees, ensuring that marketing and advertising efforts authentically represent the diversity of the community and providing ongoing education and training to all employees on issues of equality and inclusion.
One of the key aspects of authentic allyship is education. Many people and organizations may have good intentions but lack the knowledge or understanding necessary to be effective allies. This is where ongoing education becomes important. Companies can host workshops, seminars and training sessions to educate their employees about the unique challenges faced by the LGBTQIA+ community and the ways in which they can offer support. Topics such as trans rights, non-binary identities and the intersections of race and sexual orientation can provide valuable insights and foster a more inclusive environment.
Moreover, allyship is not just about policies and education – it's also about creating a culture of acceptance and support. This means fostering an environment where LGBTQIA+ individuals feel safe to express themselves without fear of discrimination or backlash. It means celebrating the successes and contributions of LGBTQIA+ employees and creating opportunities for them to lead and influence the direction of the company. When employees see that their organization values diversity and inclusion, it can lead to increased job satisfaction, higher retention rates and a stronger sense of community.
Giovanni's insights point out the multifaceted nature of allyship. It's not just a one-time act of support but an ongoing commitment to equality and inclusion. By integrating these principles into their core values, businesses can make a significant impact on the lives of LGBTQIA+ individuals and set a positive example for others to follow.
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. As Giovanni beautifully stated, "allyship means loving us like you would love everyone else."
Allyship is a journey, not a destination. It's about continually learning, growing and striving to be better allies. By doing so, we can create a world where everyone, regardless of their sexual orientation or gender identity, feels respected, valued and included.