MAPS

Focus on Pride Month

Every June, the celebrations of Pride Month take center stage. Media coverage and social commentary around LGBTQ+ rights see a notable surge during this period. However, a deeper dive into these conversations reveals that not all issues are growing at the same pace.

Business and communications leaders – those that are still developing a plan for their efforts around LGBTQ+ rights and those looking for their organizations to engage in those topics – need to understand these dynamics.

Three Growth Areas

While all bar one topic – International LGBTQ+ Rights – grows in terms of number of mentions in the last month, there are three areas that have seen notable surges and deserve special attention.

1. Family & Adoption Rights

The 57% increase in June of mentions of Family & Adoption Rights highlights a growing focus on this area. Key drivers of conversation here include:

• Legal action: Coverage of a Montana couple filing suit against the state’s Child and Family Services Division, further to losing custody of a transgender child.
• Government Support: The Lieutenant Governor of Minnesota discussing the work of Family Tree Clinic providers in reproductive and gender-affirming care for LGBTQ+ community.
• Controversial Legislation: Conservative commentary condemning California’s TGI Inclusive Care Act.

2. Representation in Media & Culture

The 56% growth in discussions about LGBTQ+ representation in media and culture highlights its increasing importance. From film and television to literature and the arts, seeing diverse LGBTQ+ characters and stories positively portrayed can have a profound impact on public perception and self-acceptance within the community. Key drivers of commentary are:

• Media Initiatives: Google TV and GLAAD Media Institute’s curation of films and TV amplifying LGBTQ+ history, visibility and representation.
• Gaming Industry: Respawn Entertainment, a high-profile video gaming company, highlighting the diversity of the characters and stories in their games – as well as their employee profiles.

3. Workplace Inclusion & Rights

Despite having fewer mentions compared to the other two areas, Workplace Inclusion & Rights saw an 82% increase, the highest growth rate among all topics. This sharp rise is – predictably – driven by corporations using Pride Month to talk about their efforts at inclusion. This results in coverage and commentary focused on:

• Year-Round Support: The necessity for corporations to go beyond token efforts such as adding rainbow colors to a logo during Pride Month, to supporting the LGBTQ+ community year-round.
• Perceived Corporate Hypocrisy: One example suggests that while AT&T maintains a year-round allyship position and has a long-standing LGBT Employee Resource Group, these efforts are undermined by significant contributions to anti-LGBTQ state and federal politicians.

Implications

Understanding these trends is an invaluable first step for anyone involved in LGBTQ+ advocacy, communications, and marketing, and can help corporations to move beyond perceptions of performative action. The second step is to align efforts to corporate and marketing strategy; this requires understanding which specific actions are more polarizing for your audiences, how different audiences think about these actions, and making an informed decision on their strategic fit. With that context in mind, key options for corporations include:

• Family & Adoption Rights:
  • Support policies and initiatives that protect and promote family and adoption rights for LGBTQ+ individuals.
  • Publicly back legislation and legal actions that aim to remove barriers faced by LGBTQ+ families.
  • Engage in advocacy and awareness campaigns that highlight the importance of family and adoption rights within the LGBTQ+ community.
• Representation in Media & Culture:
  • Promote diverse and authentic LGBTQ+ stories and characters in all forms of media.
  • Partner with organizations like GLAAD to ensure accurate and respectful representation.
  • Highlight and celebrate LGBTQ+ contributions to culture and media, recognizing that these efforts should align with overall corporate values and not be merely seasonal.
• Workplace Inclusion & Rights:
  • Develop and implement comprehensive inclusion policies that go beyond symbolic gestures.
  • Ensure year-round support for LGBTQ+ employees through Employee Resource Groups (ERGs) and inclusion training programs.
  • Be transparent about political contributions and advocacy efforts, ensuring they align with the company’s publicly stated support for LGBTQ+ rights.

By integrating these actions into their broader strategies, corporations can demonstrate genuine commitment to LGBTQ+ rights beyond Pride Month and contribute to lasting change.

Next Steps

Contact us today for your free MAPS Snapshot, quantifying how you are perceived in comparison to your competition on LGBTQ+ Rights.