Yes, friends, June has passed by, and with it, the LGBTQ+ Pride agenda from the employee branding and marketing departments of companies. Everyone cooperated: the Facilities department worked hard to decorate the office with logos and slogans with vibrant and joyful rainbow colours; the company’s Service Desk changed the desktop wallpaper of all employees to a colourful flag, while the Employer Branding department collaborated with employees to create content for LinkedIn posts. But did everyone truly support and strengthen the LGBTQ+ community, or not?
LGBTQ+ is a good example of a minority group. Historically, minority groups are those who, for some reason, often related to prejudice based on race, social class, or gender, have been excluded from society, marginalized, and denied the full realization of their basic rights. When we say ‘majority,’ we don’t refer to a larger relative number but to the determination of a state or standard that designates both larger and smaller quantities as minorities. Majority implies a state of dominance. In this sense, women, children, and even animals are minorities.
If you're new here, it's important to clarify that when I refer to sustainability, I envision it as a multifaceted concept encompassing the pursuit of a more just and respectful relationship with the environment, as well as addressing social matters and the challenges faced by minority groups. Sustainability, in its essence, is a holistic approach that acknowledges the interconnectedness of environmental, social, and economic dimensions.Corporate Role in Awareness and Social Mobilization
It is true that companies play an important role as catalysts for social change. As society’s demands and concerns evolve, it is expected that companies also adapt to these changes and respond to their audience’s expectations. Indeed, many companies initiate behavioural changes and transform the way we deal with various aspects of life, such as leisure, transportation, consumption, and relationships (Facebook, Netflix, and Uber are there to prove it).
When we talk about the struggle for equal rights for minority groups, corporate awareness and activism have a significant impact on changing mindsets. As more people become aware, they begin to demand that companies address these issues in their products, practices, and policies. This has led to the introduction of vegan-labeled products, celebrations of International Women’s Day, and commercial campaigns against racism associated with brands.
There is also another channel of propagation: many people become aware of the struggles of minority groups through the company they work for, either by participating in internal training or campaigns.
In this context, some companies truly become pioneers and leaders by adopting progressive measures, showing their genuine commitment to social change. They may implement equity policies in their hiring processes, promote diversity and inclusion in their teams, or adopt more environmentally ethical business practices. These companies can be seen as agents of positive change and gain the support of consumers and employees who value these issues.
For me, it’s intriguing to think and speak of “companies” when this term essentially represents a group of people working towards a common goal. At the end of the day, companies are made up of people, so the question is whether these individuals are genuinely interested in social change for the support of minority groups. If so, that incentive for change will happen.
However, we know that it’s not always the case.
Acting out of Obligation or real Empathy?
I know, and you know too, that there are also companies (people) that simply respond to market pressures and public expectations, believing that addressing social and environmental issues benefits their business through improved reputation and/or financial gains.
Perhaps that’s why I have an issue with the term Employer Brand. Having a department with this name suggests that the company is more focused on its reputation rather than on developing a fair, diverse, and inclusive culture.
We understand that companies need to showcase who they are, and promote their positive actions and values – after all, everyone needs to sell. But I believe this should be the consequence, not the cause itself.
I have witnessed Employer Brand projects that heavily invested in promoting the brand’s values and managing the employer’s reputation but lacked practices, policies, and projects dedicated to social and environmental sustainability. For example, there were no training programs or leadership development focused on cultivating a culture of diversity and inclusion. It’s like a company having a marketing department before having a product.
Specifically during Pride Month, there’s a proper name for this: rainbow washing. The term refers to the appropriation of the symbolism of the LGBTQ+ group’s struggle, with all its history, background, progressive agenda, and fight for rights, to associate diversity value with a company’s branding, allegedly showcasing a progressive and egalitarian vision.
In an ever-changing and diverse world, where the looming climate crisis demands urgent action, the core values of valuing and respecting minority groups and the environment emerge as essential pillars for building a more just, inclusive, and sustainable society. This heightened understanding and awareness drive the transformation of companies and brands, equipping them to embrace the challenges of the future with resilience and responsibility.
As awareness of diversity’s importance grows, companies must actively promote equality and respect. Genuine commitment to social and environmental sustainability can lead to positive change, inspiring others to follow suit. True transformation comes from sincere cultural change, reflected in daily practices and authentic partnerships with minority groups.
Together, I believe we can build a future where sustainability is celebrated, inspiring a world that embraces diversity and has fun with the challenges of society’s progress.