Businesses supporting Pride: How to be a true ally
It’s Pride season…
From June to September, people across the globe come together to celebrate and support the LGBTQ+ community. What began as a fight for self-expression has evolved into a global celebration of love, identity, and acceptance. Over the last two decades, we’ve seen progress, with household names like Adidas and Coca-Cola recognising the importance of inclusion – both in their marketing and internal cultures. Businesses supporting pride are making a statement that goes far beyond the rainbow flag. But how can your organisation show meaningful support, not just during Pride month but all year round?
Be inclusive from the inside out
Building an inclusive culture starts with your team. Review your recruitment practices – do they encourage applications from a wide range of backgrounds? Is your workplace genuinely welcoming to LGBTQ+ individuals? Examine job descriptions for unnecessary gendered language, ensure your processes reflect your values, and actively work to remove any barriers to inclusivity.
Speak up and stand firm
So many businesses cultivate an ugly culture where casual misogyny and homophobia fly under the radar under the guise of ‘just a joke’. If this is a day-to-day occurrence, it’s time you look at whether this is how you want your company to be represented. Call it out! Call out the casual comments, challenge preconceptions and stereotypes, and make a space where everyone is not only welcomed, but championed.
Get involved all year round
Beyond internal training, many organisations benefit from engaging with LGBTQ+ events, panels, and seminars throughout the year. Can’t find one nearby? Host your own! Collaborate with LGBTQ+ charities or partner with queer-owned businesses in your community. Businesses supporting Pride don’t wait for June – they show up consistently.
Stay informed and keep learning
Language, identity, and culture are constantly evolving. Listening to LGBTQ+ voices is one of the most effective ways to stay informed. If you’re unsure about something, it’s okay to ask – just approach conversations with respect and a willingness to learn. Be mindful, especially in professional settings, of what questions are appropriate and how they might be received.
At Freedom Works, we believe inclusion is a year-round commitment — not just a June initiative. Whether you’re starting your journey or looking to improve your inclusivity practices, there are excellent resources available to guide you.
One we highly recommend is Inclusive Employers, an organisation dedicated to helping workplaces build cultures where everyone can thrive. From toolkits and training to thought leadership, their work helps make inclusion accessible and actionable.
Small things add up
Often, it’s the smallest actions that create lasting impact. Add pronouns to email signatures, use gender-neutral language, and review internal policies to reflect inclusive values. These gestures may seem minor, but they help build a workplace where everyone feels seen and respected.
Lead by example
Smaller or growing businesses have a unique opportunity to shape industry standards. By weaving inclusivity into your company’s DNA early on, you create a culture that naturally evolves with your growth – and inspires others to do the same.
Keep the momentum going
Supporting the LGBTQ+ community isn’t a seasonal activity. It’s a long-term commitment to progress, openness, and advocacy. Staying engaged and adaptive ensures your business remains an ally beyond the visibility of Pride season.
Remember, this isn’t about box-ticking. It’s about real, intentional support – breaking down barriers and building a more inclusive future for all.
Happy Pride!
