The Importance of Aligning Your Company with Its Pride Celebrations

In February of 2021 the vast majority of Republicans in the House of Representatives voted against the Equality Act This aims to expand LGBTQ protections Upon examination SEC filings show that some wellknown American companies including McDonald39s Walmart and Amazonamp160have donated a combined 1 million dollars to politicians who voted against the billTo be transparent in 20192020 while Walmart39s PAC donated 12 million to federal candidates according to an insider analysis of FEC data via the Center for Responsive Politics it was split 5050 amongst Democrats and Republicans However the Republicans are those who oppose the Equality Act meaning that Walmart donated approximately 600000 to those who oppose the Equality Act Yet they sell proequality merchandiseSince 2015 Amazon has supported the Equality Act with Brian Huseman Amazon39s Vice President of Public Policy writing in a post in February that quotnow is the time for federal law to protect LGBTQ Americans across the countryquot Their 20192020 donations of over 460000 went to politicians who voted against the Equality ActWhile this did not used to be something so many were vocal about times are changing as are customers39 expectations It is forcing companies to take sides more visibly than ever before This was most recently seen in relation to the 2020 election Walmart and Amazon paused donations to lawmakers who opposed certifying President Joe Biden39s win in January following the Capitol insurrection McDonald39s paused all political donations in January and its PAC has not donated to any lawmakers since according to FEC filingsChoosing SidesAs keeping politics out of business was previously the norm many leaders fear backlash for being seen choosing a side However this too is changingIn May 2021 95amp160companies among them Apple AAPL Google GOOG GOOGL Amazon AMZN American Airlines AAL Marriott MAR Nike NKE ATampampT T JPMorgan Chase JPM General Motors GM MetLife MET CVS Health CVS Walgreens WBA and Pepsi PEP voiced their opposition to the antiLGBTQ bills in a letter written in partnership with the Human Rights CampaignquotThe rights of LGBTQ people and especially transgender people across the country are being systematically threatened and undermined by national antiLGBTQ groups coordinating with antiequality lawmakers to wage an unprecedented war on the LGBTQ community These bills are not only harmful and discriminatory but also represent a failure in our democracy and the commitment elected officials make to protect and serve their constituentsquot HRC President Alphonso David said in a statementFederally HRC created and leads the Business Coalition for the Equality Act which calls for a federal protections to LGBT employees to equal those protections which other protected groups have Home Depot Chevron Target and Disney were part of a group of 420 companies that have supported this national initiative thus farSeeking out ways to add your company39s name to these types of big lists of inclusion supporters doesn39t just openamp160doors for your company to begin to change whether it speaks up It can also become a media benefit in tying your company39s name to bigger names boosting your search resultsamp160bringing your company to new audiences and resulting in a likelihood of increased traffic to your websiteWhat Can Youramp160Company Do to Be Sure You Are in AlignmentTake a look at what your company said wrote advertisedamp160or promoted during Pride Month Then check out what you are saying and doing during the other eleven months of the year Think about whether openly LGBT people are being promoted at rates equal toamp160nonLGBT people whether they have equal access to restrooms at the office mentorship opportunities and whether any products or services sold are undermining this population If you see something that can be improved speak up Often the gap is due to a lack of attention not a preplanned intention You may also want to pitch the idea of change as a great media or marketing moment quotWe see the financial benefits of inclusion during June so let39s keep this going in new ways throughout the year and make sure the community and industry know we are leading the wayquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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The Importance of Aligning Your Company with Its Pride Celebrations

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Kryss Shane

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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