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You can’t just put rainbow flags during Pride.
Every year, I see so many small businesses selling some kind of rainbow product or decorating with rainbow flags. Then once July hits, they disappear. This among other things is called rainbow washing. It is where a business or organization appears to be supportive through decorative elements, but isn’t actually doing anything supportive beyond this. Even if somebody from the 2SLGBTQIA+ community knows about you, but is not willing to sing your praises later then you are doing something wrong. Having gone to different events, businesses and social clubs, I have learned that people discover 2SLGBTQIA+ by word of mouth — from a friend, relationship, situationship, an ex, chosen family, etc.
It doesn’t take a lot of money to build your 2SLGBTQIA+ following, but it does take commitment to care and stay consistent in the product(s) and/or service(s) you provide. Below, are some actions you can take to get people talking about you and your small business.
1. Have the rainbow flag all year round.
- If you are a brick and mortar business, consider:
- having a rainbow decal on the storefront window for people walking by
- having a rainbow flag displayed prominently at points of contact like front entrance, cashier, service counter, etc.
- If your business is online OR you have an online presence, consider:
- having a rainbow flag in the description section of your social media account
- having a rainbow flag at the footer of your website
2. Use appropriate pronouns such as she/her, he/him, and they/them.
- If you are a brick and mortar business, consider:
- display pronouns on employees name tags
- normalize asking for preferred name of employees
- normalize asking for preferred pronouns between employees (and of clients or guests, if appropriate)
- If your business is online OR you have an online presence, consider:
- display pronouns on social media accounts if appropriate
- normalize asking for preferred name of employees
- have a standardized e-mail signature that includes preferred pronouns
- normalize introducing yourself with your preferred pronouns, especially when speaking in meetings
3. Collaborate with members of the 2SLGBTQIA+ community.
- If you are a brick and mortar business, consider:
- hosting an event specifically targeting members of the 2SLGBTQIA+ community, during and outside of Pride
- collaborate with other small businesses owned by 2SLGBTQIA+ in marketing, or cross-selling if appropriate
- help promote local initiatives geared towards members of the 2SLGBTQIA+ community by allowing posters to be posted on a community bulletin or storefront window
- If your business is online OR you have an online presence, consider:
- hosting an event specifically targeting members of the 2SLGBTQIA+ community, during and outside of Pride
- collaborate with other small businesses owned by 2SLGBTQIA+ in marketing, or cross-selling if appropriate
- help promote local initiatives geared towards members of the 2SLGBTQIA+ community by reposting or sharing posts as stories
4. Participate in 2SLGBTQIA+ initiatives and network.
- If you are a brick and mortar business, consider:
- joining as a vendor in a market targeting members of the 2SLGBTQIA+ community
- fundraise, sponsor or donate financially or in-kind items to initiatives supporting members of the 2SLGBTQIA+ community
- If your business is online OR you have an online presence, consider:
- fundraise, sponsor or donate financially or in-kind items to initiatives supporting members of the 2SLGBTQIA+ community
5. Create a gender inclusive environment.
- If you are a brick and mortar business, consider:
- treat everyone with the same respect and consideration, regardless of gender identity
- have gender neutral washrooms
- normalize the use of gender neutral terms like person instead of female or male, where applicable
- if collection of gender is important for any reason, make it an open ended question instead of giving strict multiple choice options
- if there is a uniform or an appearance standard, strive for it to be gender neutral and/or staff are able to choose what to wear within defined parameters applicable for all genders
- If your business is online OR you have an online presence, consider:
- treat everyone with the same respect and consideration, regardless of gender identity
- normalize the use of gender neutral terms like person instead of female or male, where applicable
- if collection of gender is important for any reason, make it an open ended question instead of giving strict multiple choice options
- add LGBTQ-friendly or Transgender Safe Space as attributes to business on Google maps