Think again before changing your logo for Pride this year

Pride was a riot - are you ready to make these radical changes?

Please, don’t even think about adopting Pride colors in your logo this year. I’m not sure how this practice started in corporate America, but I see it as cultural appropriation. Showing support is one thing - integrating a group's identity into your own is another. Using cultural symbols for self-promotion during AAPI Heritage Month, Black History Month or Juneteenth would be entirely inappropriate. Yet for some reason, companies find it acceptable to take the rainbow flag and use it throughout June to enhance their own brand equity.

Symbols have meaning. The pride flag was given to us by Gilbert Baker in San Francisco in 1978:

"I thought a gay nation should have a flag too, to proclaim its own idea of power. A rainbow flag was a conscious choice, natural and necessary. The rainbow came from earliest recorded history as a symbol of hope. Now the rioters who claimed their freedom at the Stonewall Bar in 1969 would have their own symbol of liberation."

Before our flag becomes part of your logo, consider that Pride was started as a riot by people shouting for change, and that the fight is far from over. As a business leader you already have power - to shape the system of work. You’re going to need to create a riot to be a welcome part of the LGBTQ community, and join the fight for everyone’s right to be seen for who they are and for all to be treated equally. Its time to spark a revolution and demonstrate action by radically changing the experience of your company culture so that work works for everyone.

Here are five riots you can start within your business, from small shake ups to revolution. Listen, understand, protect, shift and disturb - what change are you willing to make?

Listen:

Hear stories and experiences 

I still see too many business leaders speaking for their people instead of creating the conditions for others to share. The LGBTQ culture is rich, dynamic and multifaceted. Our stories are all different, filled with joy, pain, hope and loss. Leaders can step up to invite LGBTQ voices forward, and step to the side to give our stories airtime.

Radical change: Give space to others to speak

Understand:

Get clear on the issues facing your LGBTQ team members

A lack of understanding and empathy towards LGBTQ people exists everywhere in society, including the workplace. Employees who have negative experiences related to their identity are less innovative, less productive, and less empowered. They are also more likely to leave their current job because of the culture of the business and less likely to accept a job offer at companies that they perceive to have a noninclusive culture.

Getting to the heart of why your culture is less tolerant includes confronting behavior and the dynamics between team members. That’s tough work, and involves taking the time as a leader to understand the LGBTQ perspective which may be very different from your own.

Radical change: Consider the needs of each individual without judgement

Protect: 

Formalize policies against discrimination in the workplace 

Despite a 2020 Supreme Court ruling that should have ended employment discrimination in the US, not all states offer protection in the workplace for LGBTQ employees. The Human Rights Campaign sets a standard - the Corporate Equality Index - which offers guidance on the kinds of changes to policy required to bring standards and benefits in line equitably for LGBTQ people.

This includes providing equal benefits and leave policies for those with same-sex and domestic partners. Critically, for trans employees who face health care discrimination, the HRC also recommends companies ensure “at least one health plan to all employees that affirmatively and explicitly covers medically necessary health services for transgender people, including gender transition-related treatment."

Equal care and protection must be the baseline for all team members, regardless of who they are. Corporates can influence insurers to make comprehensive cover the standard, or choose to take their business elsewhere. I believe it’s time to take this one step further - for companies to ensure equitable protection for all employees in all regions of their workforce, regardless of local legislation. We may be entering an era where state laws further reduce and dictate the level of care or access for LGBTQ people, and while the US still has a long way to go to ensuring equality, other nations lag even further behind. Your commitment to equality should have no borders.

Radical change: Go beyond local legislation to raise the bar for equality 

Shift:

Redesign the experience of work

There are currently just four publicly out LGBTQ CEOs of Fortune 500 companies and no publicly out CEOs in the FTSE 100. Representation matters, and just as we continue to struggle to see women and people of color in the boardroom, workplace culture is often designed to prohibit LGBTQ folks from progressing.

All managers are responsible for culture. Setting promises that define your employee experience, and outlining clear shifts for improvements, demonstrates a commitment to change. Holding leaders accountable is the next riot we need to see. If diversity, equity and inclusion are important, there must be KPIs established with links to executive reward for progressing company culture.

The expectation is even higher for LGBTQ leaders to walk the talk. The controversy around the toxic workplace culture of the Ellen DeGeneres Show offers up an example of the need for all companies to set clear commitments to an inclusive employee experience. Public allegations of lack of diversity, racism and sexual misconduct lead to the termination of three of the show's executive producers. While Ellen has done so much for the queer community over the last two decades, the series was wrapped up this month with her leadership still under question.

Radical change: Set measurable strategic shifts to your culture and hold management accountable

Disturb:

Act against injustice

Basic freedoms are missing in 29 states for LGBTQ+ Americans, like the right to rent a home or the ability to receive public goods and services simply because of who they are. The Equality Act, passed by the House of Representatives, still awaits debate in the Senate.

In our divisive political climate, I doubt it will receive the support it needs to pass into law.

This means queer folk won’t get the same medical care as straight people. It means landlords can throw lesbians from homes. And it means trans kids can’t play sports or use the bathroom. All because state politicians believe their careers are more important than people’s rights.

Progress towards true equality is too slow, and risks going backwards. The status quo needs to be shaken up. Earlier this year Florida passed legislation making it illegal to talk about sexual orientation or gender in classrooms up to Grade 3. At least a dozen other states are considering similar bills. If you have team members and customers in these states, they will be impacted by these laws.

Not speaking up against this legislation is complicit - financially supporting law makers who champion bills that fuel inequality is inexcusable. Disney’s protest to Florida’s “don’t say gay” bill came too late - their inaction and funding of politicians who voted for the law prior to it passing exposed them as hypocritical.

Disney CEO Bob Chapek announced in March that the company would be pausing all political donations in Florida while it works to create "a new framework for political giving that will ensure our advocacy better reflects our values." Every company that claims to stand for equality should be doing the same.

Business is political - we pay tax to support the communities we call home. Corporate funds also go to political campaigns - 75% of the S&P 500 have a Political Action Committee (PAC). Companies also donate through non-profits to help elect candidates they hope will work favorably in their industry's interests. After the January 6 insurrection, 105 of the S&P 500 stopped making PAC donations to politicians, realizing their dollars are being scrutinized when used to back candidates who do not align with what the company stands for. To be for equality means being against supporting those who seek to take away the rights of the marginalized. Funding politicians who refuse to back equal rights must stop.

Radical change: Put human rights and freedoms before business interests

These radical changes for equality will not just make the lives of LGBTQ employees better. Freedom is for everyone. And when business leaders demonstrate a commitment to diversity, equity and inclusion they show a commitment to growth. Equality cuts across your business model, how you serve customers and communities, and how you ensure the grow and wellbeing of your people. As a leader, you have the power to create that change.

This is the work worthy of adopting our symbol of liberation. Let the riots begin.