Your (Pride) flag decal won’t get you into heaven.

Corporations flying the Pride Flag without taking meaningful action is nothing more than an empty gesture.

Total Engagement Consulting’s second LGBTQ Pride Month blog has been provided by my new associate Deanna Jones.  Link to our first Pride Month blog, “LGBTQ+ Pride Month Blog 2023 – Fighting the Increasing Hate.”

Some of you recognize the title of this song (with a little editing) as a John Prine masterpiece. Link to John Prine’s song on Youtube. We lost John a few years ago due to covid but I am reminded of this sentiment recently with the amount of rainbow washing that is really starting to kick into gear for Pride Month. According to the Urban dictionary, rainbow washing is when a business uses the rainbow Pride colors on advertising, apparel, accessories, and yes, flag decals to indicate progressive support for LGBTQ equality. Mostly it is performative in nature and does nothing to provide tangible results for the community.

We see a lot of this rainbow washing today. While Trans-rights have been trampled throughout our country, major corporations have been mostly silent. In 2016 our state (NC) faced a large corporate backlash and lost billions after passing a so-called “bathroom bill” (HB2) that banned transgender people from using bathrooms aligning with their gender identity. In 2023 we have seen a large influx of anti-trans bills that attempt to eliminate medical care for young people and in some cases, adult medical care. Bathroom bans are getting passed, parental rights are being taken away and this time, nearly every corporation has been very quiet.

Corporations, with their immense influence and resources, have the power to make a substantial impact on social and political issues. Why are corporations remaining silent on anti-trans bills? One reason is their perception that they will face retaliation for speaking out. Governor DeSantis went after Disney when the company came out against the “Don’t Say Gay” bill in Florida (see my earlier blog.) The Governor is proud of this fact stating directly to the Disney Corporation, “It’s not going to work out well for you” and “I’m going to punch back”. This puerile threat has been carried out swiftly by the Governor. He has tried to tax them more, remove their autonomy and even suggested building a prison next to the park.

This map shows in darker red colors states now proposing or passing anti-Trans legislation.

In this current hate filled environment created by the right-wing agenda in conservative governments, corporations are facing backlash from a small minority of anti LGBTQ customers. These allegedly aggrieved customers seek to puff themselves up and claim they represent the majority with their outsized reactions which they most certainly do not. Witness some of the inflammatory videos posted by anti-LGBTQ forces on the right.

The corporations that tried to be inclusive such Anheuser-Busch and Target have faced this backlash and appear to immediately be cowed and afraid of these repercussions from the select few consumers who react violently. This is a huge miscalculation for them. Their cowed responses have done nothing but alienate larger groups of consumers, especially younger and more diverse populations. According to a 2021 Gallup poll, 20% of people in Generation Z identify as gay, transgender, or bisexual. This is in comparison to 3% of the Baby Boomers.

A report released last December from GLAAD and the Edelman Trust Institute found that if a brand publicly supports and demonstrates a commitment to expand and protect LGBTQ rights, Americans are twice as likely to buy and use the brand. Millennials and Generation Z are 5.5 more likely to want to work at a company that supports and demonstrates a commitment to protecting LGBTQ+ rights. I believe we are clearly at the beginning of a monumental shift in attitudes and advocacy for the LGBTQ+ population. Over 20% of Generation Z identifies with the community. Where will your company be when these employees and consumers have the largest share of purchasing dollars? Does your company now wave a Pride Flag while simultaneously acquiescing to the anti LGBTQ mob? I certainly hope not.

North Carolina’s “Don’t Say Gay” Law – Bad for Business, Bad for People

NC Senate Bill 49 sends the strong message that these families are bad.

North Carolina Senate Bill 49, Known as “Parents’ Bill of Rights,” but in reality is modeled after Florida’s horrific “Don’t Say Gay” law, is moving through our state legislature at lightening speed. Republicans in our state legislature are ignoring the voices of parents, health professionals and businesses as they ram this bill through.

This bill is bad for both businesses (I am a diversity, equity and inclusion – DEI – consultant and trainer primarily serving businesses) and for people in general.

Bad for Business: Several years ago when we had HB-2, known as the bathroom bill which demonized transgender people and prohibited municipalities from passing nondiscrimination laws based on sexual orientation and gender identity, our state took a huge economic hit. (Estimated over $400M in investment and jobs.)
• Several companies planning to relocate or expand in North Carolina curtailed their plans.
• Some state and local entities outside the state prohibited business travel to North Carolina.
• Several of my clients told me it significantly impeded their hiring new talent or transferring out-of-state employees to North Carolina.
• Even the 2017 NBA All-star game was pulled from Charlotte, NC.

Bad for People: This bill clearly sends a message that there is something wrong or bad about gay, bisexual and transgender people; that there is something so wrong about LGBTQ people that it cannot be discussed in school. What message does this send to a little boy or girl in elementary school that discussion about their two-dads or two-moms families are off limits? NC Governor Cooper even made a strong statement opposing this bill as a divisive culture-wars political ploy.

Corporations flying the Pride Flag without taking meaningful action is nothing more than an empty gesture.

In addition, this bill will further exacerbate the extreme teacher shortage facing North Carolina. First, open-minded progressive teachers would not want to teach in state with such regressive laws, and teachers in general strongly dislike people outside their profession micro-managing what they can and cannot teach.

Calling corporations to action: In closing, I strongly encourage all companies with a North Carolina presence to issue strong statements opposing this law. In addition, any corporate political giving to North Carolina republicans must be curtailed. Proclaiming to value LGBTQ+ diversity while remaining silent about the bill is the height of hypocrisy. Flying the rainbow flag at your facilities in June (LGBTQ Pride Month) without taking meaningful action throughout the year is nothing but meaningless showmanship.