Pride 2021: Why being authentic matters

Personal reflection: Why does pride matter?

Growing up in a super traditional Hispanic household, I was never able to really explore my own sexuality without feeling like I was doing something wrong. When I left home, I struggled with the idea of being in the LGBTQ+ community, and conformed to heteronormative relationships solely out of fear.

But when I finally met an accepting group in college, I was allowed to explore freely and learn about my sexuality in a healthy way. I never came out to my family as being a bisexual woman, nor did I ever introduce them to any of my girlfriends. I later fell in love with a man, and again entered a heteronormative relationship. I struggled with this for a while, wondering if it negated my attraction to women and pushed me out of the community.

When we got married, I spoke with him about it and he accepted me wholeheartedly, never judging, and validating my sexuality. Finally, I felt like I could be me, without fear. Working with and being a part of the LGBTQ+ community has given me a sense of belonging and even learning that I never had before.

Because of my story, Pride is more than just a month to me. Pride is a representation of me, and people like me, who have found a home in the community. Pride is a feeling of acceptance, a community celebrating their true selves, and a reminder to the world that we’re here, we’re queer, and we’re not backing down any time soon.

Pride Month: 2020 vs. 2021

COVID-19

Black Lives Matter

Why all of this matters

Okay, so times have changed. Now what? For implementing these learnings in social strategy for companies and corporations, here are a few key takeaways.

1. Don’t rainbow wash

Companies celebrating alongside the LGBTQ+ community is one thing; companies capitalizing on rainbow washing is another. While the ultimate goal is acceptance and celebration, the community wants to see more than just hollow promises and statements without anything to back them up.

2. Tailor your content

When you’re developing marketing content that celebrates Pride month, it’s crucial to understand that the severity of COVID-19 varies significantly from region to region. Creating POVs tailored to your client's specific needs will help increase sensitivity and social awareness. It can also help you understand how to proceed with in-person content and events. While not every brand’s strategy will look the same, a competitor analysis of shifts in social media strategy and the sentiment received could shed light on how to proceed.

3. Recognize intersectionality in every aspect of your strategy

The first step in recognizing intersectionality is showcased in brand content. It is important to recognize that a large showcase of intersectionality all at once, followed by a continuation of “regular” content will be perceived as disingenuous. Instead, weave this recognition of intersectionality into all your content moving forward, such as recognizing important dates, like Juneteenth. Ask yourself the important questions:

• What other sectors of the community can we feature?

• Are there voices we’re not amplifying to our fullest abilities?

• Are we creating content that could speak to multiple sectors of the community?

• How are we continuing to show up for the community outside of June?

With these strategies, your brand can foster a safe and intersectional space for the community to celebrate Pride Month, as well as garner positive sentiment to your social campaigns. You can learn more about our Strategic Services and talk to an expert on our team here.