Perhaps the rampant rainbow paraphernalia tipped you off, but it’s June, so us gays (and the rest of the LGBTQIA+ community) are in the midst of Pride month.
‍

The merch. The events. The memos. The discounts. The ads. The signs. The copious effort by businesses of every shape and size making sure we know that they know that gay is A-OKAY is in full swing.
‍

We know. We’ve lived it. We’re just waiting for the rest of the world to catch up.
‍

Every year, as more and more corporations and businesses roll out the rainbow carpet, the intent becomes all the more obvious: spend your money with us, because we love everyone.
‍

Now don’t get it twisted. Inclusion, representation and non-discrimination absolutely matter. I feel all fuzzy when I see a gay character on tv or stumble on Target’s pride collection, sure.
‍

But I’m also smart enough to know when it’s being put on for someone else’s benefit. All of us are. Consumers, as a demographic, gay or not, are smarter than the average bear.
‍

All this is to say that just because we are celebrating Pride, doesn’t mean your business has to celebrate with us to get our business.
‍

In fact, this is what brand purpose is for: to help you determine what conversations you’re a part of in the wider world.
‍

What’s a brand purpose?
It’s why you do what you do beyond the money. Maybe you’re in it to change the world. Or maybe you're in it to support your community or to help a certain group of people. It doesn’t matter what it is, you got into business to do something besides support yourself.
‍

And with that wider intent, there are conversations and causes that fit and others that do not.
‍

I love Christmas, but it doesn’t align with the Uncommon brand, so we don’t post about Christmas.
‍

Just because it’s on the calendar or in the news or everyone else is doing it, doesn’t mean you MUST jump on the bandwagon.
‍

This is what makes you seem insincere, money-hungry, and inauthentic. It's why creators now mock corporations during pride.
‍

It reads as pandering and unethical to promote a message during a time when you expect to make sales from a specific demographic if you don't continuously support that message (or any message highlighted in popular culture) throughout the year.

‍

If you don't want to make merch or run ads or make social posts or hold events or give discounts for the month of June (though that one's okay), that doesn't make you non-supportive (unless you're being discriminatory), it just means you know your brand.
‍

If you *do* want to support the LBGTQAI+ community (thank you, we love you for that), make sure you’re making it an integral part of your brand. Not sure how? Here’s how you can integrate promotion of any community, cause or charity into your brand:
‍

Start Small

Planning a big blow out to show your support for Pride or any other cause, community, or charity might sound great, but unless you’ve done your research, you run the risk of being tone deaf, stereotypical, or worse, offensive. Start with a manageable, meaningful gesture for your first go around. Over time you will learn and can gradually get bigger, better, and more involved.
‍

Think It Through

Just because a national event or special cause is happening doesn’t always mean it’s right for your brand. Think about what you stand for and what conversations you really want to be a part of. Is it ocean conservation? Poverty? Resources? Animal rescue? When you’ve settled on what makes sense, plan that involvement. How are you going to make your impact? What can you handle? Details, research, and specifics matter here. The more you know the more successful the involvement will be.
‍

Pay Attention

Becoming part of a larger conversation isn’t generally a one-time thing. This is something you want to continue to be a part of, so pay attention to what is happening in the news over time. This will give you more real-world, real-time insight on the topic and will give greater context for what the audience surrounding that topic expects from your involvement.
‍

Be Consistent

Annual promotion of an event, community or charity is wonderful, but year-long support is what it takes to show true solidarity. Find out how your brand’s purpose can absorb the cause or community you’re supporting all year long to make a greater, more prominent impact.
‍

If you want to connect with your audience on a level deeper than your mission and vision, do some reflection and find out what you’re really here to do. That way you can be authentic in everything your brand does and stands for, all the time.
‍

(Just like us gays hah!)