Month: June 2022

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Pride Month Is More Than A Slogan

Young diverse people having fun holding LGBT rainbow flag outdoor - Focus on center blond girl

How Your Business Can Be More Than A Slogan During (and beyond) Pride Month

Definition of Sloganeering: the employment or invention of slogans.

Pride Month is amongst us and the rainbow flags are out and slogans, like “love wins” or “be proud no matter what others say” are everywhere. But Pride Month is more than flags and slogans. It is a movement for inclusion and equality. June is the month where the LGBT community is able to bring awareness, campaign, celebrate, and be proud of who they are! But June has not always been a month filled with rainbow flags and slogans, the LGBT community has had to fight for their rights for years to get to this point, and it is only going to get better. But remember, Pride Month is not just a slogan.

Years ago, if you would have said that companies around the world would be supporting the LGBT community openly, some people would have just shook their head and laughed in your face. The LGBT community has seen huge progress in just the last century and have gained support not only from allies but from businesses.

Pride Month especially is a month where there seems to be an extravagant amount of unwavering support. From rainbow flags, a pride parade, slogans, stickers on the front door of their business, you are most likely going to notice these support symbols everywhere you turn in the month of June.

But what happens after Pride Month ends? Is that business that claimed to be a supporter during Pride Month go about their day without having real change for the LGBT community for the rest of the year? Are the slogans they created a once-a year marketing stunt, or are they invoking change year round?

Once-a-year marketing stunts are fine, but today’s consumers are demanding that LGBTQ+ solidarity is backed up with action and support.

For many years now, businesses, including corporate America, have been working hard to improve their brand and company on LGBT issues while also investing in the LGBT culture. Businesses have done this by using marketing tools, like social media, to let LGBT people know that they are open and inclusive on hiring and providing services to the LGBT community.

Pride Month, is when you see the most support from businesses. That being said, the LGBT community wants businesses not only supporting but celebrating year round and not one month out of the year. Members of the LGBT community want commitment to inspire change, powerful advertising and campaigns that drive action.

Nike: A Prime Example of LGBTQ+ Solidarity That Is Backed Up With Action And Support

A great example of a company that does not just use slogans and posts a rainbow flag social media post on instagram and facebook is Nike. While they have the slogan “Sport is Love,” Nike’s pride marketing is much more than just a slogan.

The company has LGBT employees, pride products, a pride summit that happened on June 13th and their “BE TRUE” shoe and clothing line. Nike’s has five LGBT inspiring change makers that shed light on issues that still are impacting the LGBT community. The five team members mission is to “help connect, educate, and bring awareness to make change for a more colorful future that honors unity.”

According to Nike’s website “BE TRUE” is part of their broader commitment to the Lesbian, Gay, Bisexual, and Transgender community. “BE TRUE” focuses on “recognition, advocacy, inspiration, and education through community grants, employee engagement, storytelling, and product collections.” Even though you may see their slogan on social media, you also know that they are doing way more than just a post during pride month, they are making positive change for the LGBTQ people throughout the year.

How You Can Be An Ally Year Round And Not Just During Pride Month

If you are not a LGTBQ+ owned business, you can still be an ally by showing your support, celebrating pride, and taking action and a stand that shows positive results. Brands, organizations, and companies can show support and inclusion to not only their customers but employees in various ways. Here are some ways that you can be an ally all year:

  1. Show diversity when hiring employees and be accepting to all LGBT members.
  2. Provide equitable benefits for employees!
  3. Provide a safe space for your LGBTQ+ employees to be heard and seen.
  4. Spread the word that you are inclusive on your website and social media platforms!
  5. Have a LGBT pride themed party to celebrate your employees and consumers outside of Pride month!
  6. Have a year long campaign and donate the sales from the campaign to a LGBT organization.
  7. You could sell merchandise. For example, a rainbow logo on t-shirts to bring awareness to the LGBT life and lifestyle year round.
  8. Having advertisements that promote being inclusive and hiring people that are a part of the LGBT community.

Now that you know how important it is to not just use a slogan or put a rainbow flag in the business during pride month but to actually have a positive impact all year, it is time to start implementing actions! Young people especially are impacting the work place by vetting for equal rights and LGBT inclusion. Young or old, no matter your age though, you can make a difference. Do not be just a slogan, have a slogan where when people see it they are reminded by the change you are doing for the LGBT community.

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Blog

Certified NGLCC Business: How Your Business Can A NGLCC Business

Social Link is certified as an LGBT-owned business by The National LGBT Chamber of Commerce (NGLCC). The NGLCC gives opportunities to business owners, companies and organizations, like Social Link, that may be viewed as a minority. The National LGBT Chamber of Commerce prides itself on being not only an LGBT business community voice but the largest advocacy organization that is “dedicated to expanding economic opportunities and advancements for LGBT people, and the exclusive certifying body for LGBT- owned businesses.” Social Link, a Nashville LGBT-owned Inclusive Marketing Agency, is proud to be certified as an NGLCC Business!

Who is the NGLCC? 

The co-founders Justin Nelson and Chance Mitchell started the National LGBT Chamber of Commerce (NGLCC) in November 2002 when they realized the impact of the LGBT community had gone unnoticed in the American economy, even though economic equality is, and has been, a huge part of the LGBT equality movement.

The LGBT community is an essential part of small businesses that make the United States economy thrive. Starting this organization around a coffee table, they knew that NGLCC needed to showcase LGBT business owners, taxpayers, employers, and providers of healthcare needed to have a voice. Now the voice of the nation’s 1.4 million LGBT business owners and 1.7 trillion enterprises add to the national economy each year. The business owners that the NGLCC represent have created many inclusive job opportunities for businesses and organizations while creating innovative business solutions nationwide! 

The National LGBT Chamber of Commerce also enjoys the support from over 200 corporate partners and executive leadership that strives to promote pro-business and LGBT inclusive policies. The dedicated mission of the NGLCC has been to create an organization that could support LGBT business owners and the diverse talent within the lesbian, gay, bisexual, and transgender communities.

Due to the amazing team and board the NGLCC has, they have succeeded. Today, the NGLCC is expanding globally and reaching five continents while bridging economic opportunities and LGBTI human rights for the LGBT community. 

The National LGBT Chamber of Commerce has an extended network of local affiliated chambers across the country and the world that you can become involved in to start making a difference in the LGBTQ+ community. Being members of your local chamber is a key to promoting LGBT businesses. If you join your local chamber, the LGBT Business Enterprise certification fees are waived – YAY! 

 How to become a certified NGLCC Member 

The NGLCC is the exclusive, third-party certification body that verifies that eligible businesses are majority-owned by LGBT individuals and subsequently grants Certified LGBT Business Enterprise designation to such companies as part of its LGBT Supplier Diversity Initiative. The NGLCC helps certified LGBT Business Enterprise companies move their Business toward relationships that can offer opportunities for a lifetime.

To qualify for the certification, your company has to be at least fifty-one percent owned, operated, managed, or controlled by an LGBT person or persons that are a United States Citizen or have a lawful permanent residency.  

The Four Steps to become a Certified NGLCC Member

According to nglcc.org, applying for the certification only takes four easy steps.

  1. The first step is to visit my.nglcc.org to complete the online application process. Once you are registered, you will build your business profile. This allows you to showcase your enterprise to the other Certified LGBTBE® suppliers, NGLCC’s 140 Corporate Partners, and members. Once you build your business profile, you will be able to submit your supporting documentation to verify your eligibility for the certification. Once you are done building your business profile, a member of the NGLCC’s Supplier Diversity Team will be in touch with you to get you in contact with your regional manager. 
  2. Once you complete your application will schedule your site visit with your Regional Manager (so exciting)! This site visit will allow the National LGBT Chamber of Commerce to verify the information you submitted in your application and understand how the NGLCC can support you long-term so you and your Business can flourish for years to come!
  3. Then, after the Regional Manager visits, your application will be reviewed by the National Certification Committee. 
  4. Finally, once your application is approved, you can participate in the Certified LGBTBE® Orientation Webinar, where you will learn how to use the resources of the Supplier Diversity Initiative.
Happy Pride month!

 Benefits of Being Certified 

Social Link, owned by Brady O’Rourke, a member of the LGBT community, knows the importance of the NGLCC certification. The NGLCC certification has been beneficial for Social Link’s Inclusive Digital Marketing Agency. By Social Link being certified LGBTBE®, our Business has had the opportunity to compete for sourcing contracts with NGLCC’s Corporate Supplier Diversity Partners, eligible for the annual NGLCC Business and Leadership Conference, sourcing opportunities emails from the NGLCC, and being able to participate in mentorship programs, leadership trainings and networking events. 

Now that you know the history of the National LGBT Chamber of Commerce and the importance of being certified and the steps to take to be certified, you are on the road to maximizing your business opportunities, network with local LGBT businesses and allied business owners, have local programs and events and so much more! 

The NGLCC is all about inclusion!

Click here to start the certification process:

Click this link to start the process with the NGLCC today: https://www.nglcc.org/get-certified.  

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Blog Online Marketing

Inclusive Marketing Dos & Don’ts For LGBTQ+ Pride Month

Picture of woman hand waving lgbti flag under the blue sky

Inclusive Marketing For Pride Month (& The Other 11) Takes Consideration

“Oh, now you see me.”

That’s the usual — and merited — response from someone who, all of a sudden, has become very, very important to someone else. Politicians and political parties are guilty of it when they need to drum up votes, for instance. And when it comes to so-called inclusive marketing, the “hello, new best friend” campaign is nothing new. The trouble is that people know when they are being marketed to, and they tend to react strongly against it.

That is certainly true of the LGBTQ+ community. This is a very multifaceted audience and one with a lot of money. According to the United States Census Bureau, 2021 Household Pulse Survey data showed that this group had close to $1.4 trillion in spending power. Their household income (pegged at nearly $130,000 for gay couples) is almost double the national average. This is also a sizable population, and it’s getting bigger. Government census data also reveals that the LGBTQ+ community is the fastest-growing minority segment within the United States, on par with Hispanic Americans, African Americans and the AAPI segments.

Companies and their marketers are itching to get in front of the LGBTQ+ community, especially every June they blanket the airwaves, print and social media with Pride flags galore. They fall all over themselves to show how in tune with gay issues that are present. Some of this messaging are on point, and some of it is genuinely cringeworthy. One way to avoid the latter? Work with an LGBTQ-owned marketing agency and get messaging that reflects your brand and your genuine concern to be a valuable ally, not just a vendor.

Even with the pros on your side, inclusive marketing is hard, especially to an audience that’s as far from monolithic as you can imagine. Here are a few inclusive marketing dos & don’ts for LGBTQ+ to consider:

Inclusive Marketing for LGBTQ+

Inclusive Marketing Dos & Don’ts for LGBTQ+

Do: Be authentic. Your product or service may have nothing to do with sexual orientation or gender identity. Don’t try to jam a round peg into a square hole; you’ll only devalue your brand and cheapen the message you’re trying to create. Important: This doesn’t mean you can’t produce a sincere (and short) message about how you value inclusivity and treat all customers with attention and respect. A diversity statement, all by itself, can be powerful and compelling and do wonders for your brand’s appeal to a broader audience.

Don’t: Roll out an odd, “special” Pride version of your product without thinking it through. A recent study from Statista showed that 50% of respondents said that companies rolling out Pride-themed products were doing so as a marketing tactic. Only 21% thought it was a true reflection of the brand’s values. In other words, they see you, and they don’t like what they see.

Do: Brand a product if you’re willing to go the extra mile to connect the dots. LEGO did that by turning the “Everything is Awesome” tune from their 2014 movie into a range of related content: interviews with LGBTQ+ employees and fans, a rainbow-colored LEGO set, and a ton of other content and collateral. It was inclusive marketing at its best, showing a company that believes the world is better when people are their authentic selves.

Don’t: Put the rainbow flag on everything you can think of. Pride pens! Pride notepads! Pride stickers! Pride mugs! The flag is the symbol of all this community stands for when it comes to diversity and inclusion. It’s not a gimmick. It will not end well when you “pink wash” or coopt a symbol as a marketing ploy. If you use the flag in messaging, make sure the image is supported by meaningful, sincere text, not just “be an ally, like us!” one-liners.

Do: Remember that Pride is more than parades and parties. Since the Stonewall Riots in June 1969, the LGBTQ+ community have been fighting for equality and against discrimination in all aspects of life. Many sidebar events around Pride parades, such as discussions of legal issues important to the community. If one aligns with your brand’s purpose, consider sponsoring one of those. 

Don’t: Go in blind without a goal. You want to be supportive, and if you’re not a member of this community, you don’t want to appear tone-deaf. This is where getting some insight from an LGBTQ+ marketing agency comes in. With the right team, you’ll learn exactly what diversity, equality and inclusion means and how to craft a message that shows your sincere support to listen and learn. 

Pride Month is an opportunity to meaningfully connect with a smart and growing segment of the buying public. Do it right, and you can create long-term and loyal relationships. People don’t forget who’s sincere about allyship and support. They also don’t forget who’s trying to pick their pockets while making vague promises. Work with the right people on the right message, and you’ll have something to be proud of during Pride.