Pride Logo: Is It Time Companies Understood The Meaning Of Being An LGBTQ Ally?

by Mark Stephens
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Companies adopt balanced strategies for LGBTQ+ branding

While it is true that the LGBTQ+ movement has gained tremendous momentum around the world, most global companies choose to play by the rules and cultural prejudices of different markets around the world.

Once again, it’s that time of the year when some of the largest companies around the world switch their usual monochrome emblems for rainbow-clad ones. From Bank of America to Facebook to Walmart, all have once again come out as LGBTQ+ allies.

While it is true that the LGBTQ+ movement has gained tremendous momentum around the world, most global companies choose to play by the rules and cultural prejudices of different markets around the world. In their quest to align themselves with various cultural prejudices, companies have adopted balancing strategies that come under the radar of social justice activists from time to time.

Social activists feel that the strategy of adapting to cultural biases only makes companies look opportunistic. Some LGBTQ+ rights activists have even used their Twitter handles to comment on companies’ conflicting accounts as signs of “corporate wokeism.”

Companies that have followed a dual strategy of changing their Western social media accounts to rainbow flags while keeping the Middle Eastern ones unchanged include Mercedes-Benz, Volkswagen and BMW among others.

According to Daimler—the parent company of Mercedes Benz—they are required to “comply with the applicable laws and regulations of the respective countries” for them to carry out their business as usual.

The Auto giant also added that it still is “a long way to go before the LGBTQI+ community is accepted completely worldwide, we as a company can only contribute a small part.”

“We value diversity and inclusion and support the LGBTQ+ community across the globe,” said a Facebook company spokesman. “Our LGBTQ+ experiences are sometimes limited in places where members of the community are heavily stigmatized and could be in danger. We will continue to look for ways to make our products more widely available while still prioritizing people’s safety.”

While it is true that companies have chosen to balance their strategies as far as Pride branding is concerned, they deserve every bit of praise to have expressed themselves as an LGBTQ+ ally.

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