When it comes to inclusive communication, your whole story should be rock-solid
With Pride season going on, we felt the need to discuss a little something that caught our eye. Just like previous years, many companies have traditionally started to offer rainbow themed collections. It’s safe to say that celebrating LGBT rights remains a hot topic on planet marketing. But are these intentions always sincere? Rainbow capitalism or pinkwashing is a real issue that could use some more awareness. We’ve sorted things out with Elio De Bolle, former coordinator of Belgian Pride. For 3 editions, he helped organize the yearly Pride whilst also defining the strategy of the organization.
Q&A WITH ELIO DE BOLLE
Q
Elio, you’ve teamed up with many brands during your time at Belgian Pride. When can you speak of pinkwashing and when not?
A
Before we get into the matter, I’d like to mention that I'm convinced that companies definitely have a place during Pride. In Belgium, the very first ‘day for gays’ was organised 42 years ago and since 1996 the official Pride takes place in Brussels. It used to be solely a group of people who took to the streets to fight for equal rights. No partners or companies involved. A lot has changed and now, the Pride is an umbrella event for all persons and organisations wanting to work in the interest of inclusion. We should continue to encourage this because every step a company takes is a step in the right direction. Through Pride, we have achieved a lot in terms of equal rights, which is great, but what are you doing with all those rights if inclusiveness in the workplace is non-existent? The point is that this acceptance and inclusiveness should be an integral part of your company policy. When it comes to inclusiveness, your whole story should be rock-solid. There are companies that simply market a product with a rainbow colour or change their profile picture during the Pride. If their efforts stop there while they claim to be inclusive, we’re dealing with pinkwashing. Compare it with the fashion industry. As a brand you can't claim to be fully sustainable because you're releasing a collection with sustainable fabrics once in a while.
Q
Would you consider it easy to see through intentions to support the community that aren’t sincere?
A
It is by no means an easy task, but it’s possible. There are organizations that screen whether a company is inclusive or not, such as KliQ vzw. Their test is quite tough and uses an extensive questionnaire to rate your company on inclusiveness. It looks, in depth, at questions such as; What about your HR policy? How are you communicating? How do you deal with gender inclusiveness as an employer?
Q
We mainly talked about companies, but what about individuals such as politicians?
A
Anyone can be guilty of pinkwashing and we all still have a long way to go. Sometimes I even have conversations with my own friends where I still notice non-inclusive thoughts. When it comes to politics, I notice that within parties there are individuals who want to put inclusion on the agenda and have already taken incredibly good steps. But at the same time, others might make certain statements that portray the entire party as homophobic. Does that make them guilty of pinkwashing? Somehow it does, but I’m an advocate for tolerance and allowing time for each other to grow. Rome wasn't built in a day either.
Q
How does the community deal with this pinkwashing phenomenon?
A
In many cases you see a storm of negative reactions on social media. Nowadays, online is where the debate takes place Some people will even adapt their buying behaviour to the company's policy.
Q
When you were working for Pride, did you maintain some conditions to work with a brand?
A
Yes, but it's not that we have a fixed policy whatsoever. Think of it more as a story that’s still open to evolve. We do have a charter that every participant has to sign. Of course, one sheet of paper is little controllable. That's why we recently started inclusion tests within organizations to check if their will to show inclusivity is sincere. They’re only allowed to participate below a certain score.
Q
What are 3 tips you’d want to give brands that want to support but avoid pinkwashing?
A
It has to be sincere. Not just because you want to appear in the press during Pride with your company. You have to believe that inclusiveness is the future.
Do feel free to show the outside world if you’re already taking steps in your inclusion policy, but don't do sales at the same time. Marketing during the Pride doesn’t necessarily come across as very authentic.
If you want to work on your inclusion policy, involve the LGBTQIA+ community, minority groups or people with disabilities. There are many organizations that use a slogan that summarizes the essence: not about us, without us.
Elio De Bolle
