Thinking Beyond Pride Month: What’s at Stake for Companies Who Do Not Consider LGBTQ+ Stakeholders
March 27, 2024
Last year, the U.S. media found themselves in a frenzy over what seemed to be an outpouring of backlash towards the LGBTQ+ community and corporate initiatives around Pride Month. Multiple brands became regular news cycle subjects, and their missteps left many in the corporate space wondering whether there was still room to support LGBTQ+ causes without risking major public scrutiny.
But the numbers tell a different story that rises above the volatility of the media: more Gen Z adults in the United States are identifying as LGBTQ+ than other generations, and despite the media backlash last year, consumers still have an expectation that companies will stand up for what’s right. The media frenzy shouldn’t cloud the facts—support for LGBTQ+ rights in the United States is at an all-time high, including the point that seven in ten Americans support marriage equality.
Transgender rights, however, have been uniquely in the line of fire and transphobia is becoming mainstreamed. There are 429 active anti-trans bills in the United States, with 15 already passed this year.
Even in this mire, it’s still prudent and necessary for organizations to be thinking about their strategy with the LGBTQ+ community. With a crystallized perspective, backed by meaningful action, companies can build credibility with the LGBTQ+ community and maintain a consistent, strategic position on LGBTQ+ equity, especially during times of sociocultural oscillations. It may be tempting to fade into the background to avoid controversy, but what’s at risk for those that choose not to take a stance?
These are concerning risks. To help current and prospective clients mitigate these, APCO launched its LGBTQ+ Equity Offering to support them on their unique journeys in communicating with and for their LGBTQ+ stakeholders. APCO’s approach is rooted in its commitment to equity and justice, and helping clients take a proactive approach to handling a wide range of issues pertaining to the LGBTQ+ community, rather than the reactive one that many companies have chosen. For more information related to the LGBTQ+ Equity Offering and how APCO is seeking to position clients and employers to be steadfast during turbulent times, please reach out to Kika Chatterjee (kchatterjee@apcoworldwide.com) and Tyler Blackburn (tblackburn@apcoworldwide.com) for more information.