If your company is truly not in a place to a make a tax-deductible donation to a worthy cause, I would like to see more logo updates accompanied by stories about how the company celebrates Pride, or what Pride means to some of the queer staff in the organization. If you expect the LGBT+ community to invest in your brand, you should invest in the LGBT+ community. Your brand has resources our community can benefit from. And while 1 in 6 of all high school-aged students reports having considered suicide in the past year, queer youth are five times more likely to make an attempt than their straight peers, according to The Trevor Project. Violence against the trans community is on the rise and people of color suffer the worst. Well, because frankly, our people are dying in the streets. “But why does it have to be about money, John? Why can’t I just show a little support?” We want to see 1–5% of your proceeds or profits donated to LGBT+ youth projects. We want to see you throwing your support behind local queer organizations. Most of the LGBT+ community at large feels the same way. As a hip, young, professional gay man that works in marketing, another basic rainbow logo is the last thing I want to see during June. The best thing any brand can do during Pride month is to put their money where their mouth is.
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