b'MARKETPLACEis assessing which voices are missing, he says, and actively seeking out those views.BRANDS DOING IT RIGHTNot getting all perspectives means that you can pave over the needs of people, heDespite the prevalence of rainbow notes, explaining that partnerships arecapitalism, there are brands that the perfect way for brands to access theknow how to market to the LGBTQ+ expertise they lack. It benefits everyone to partner with organizations who trulycommunity in a meaningful way. understand the communitys issues andWhat are they doing right?how to best address them. Ask partner organizations what they think should goFOSSILis a big brand that does a into the ad or campaign.Pride promotion every year. Every-An authentic commitment to advanceone involved in the campaign from LGBTQ+ equity needs to go far beyondstart to finish (from product devel-colourful ad campaigns. It needs toopment and design to the talent be embedded in the work culture, andfeatured in the ads) is queer and the products and services on offer.diverse. Fossils commitment to Many of Canadas major banks havePride Month also features a partner-LGBTQ-facing marketing campaigns,ship with a queer youth advocacy or-for instance, but are they putting theirganization that facilitates employeeSometimes what a brand doesnt customer service policies where theircommunity conversations about fos- promote is just as important as money is? A lot of queer and trans peopletering acceptance through engage- what it does promote. TakeNIKE have expressed that when they actuallyment and ongoing discussion. EvenCANADA . All their rainbow deal with these banks as individualif companies choose to market onlyproducts are designed and devel-consumers, they experience transphobiaduring Pride Month, they can back itoped by their queer employees. or homophobia, says Vipond. Nameup with year-round equity initiativesThey also support a wide range of changes and voice authentication inwithin the company.queer charitiesbut they dont phone banking are two key issues that canpromote it, points out Colin Druhan, prove challenging for trans people.executive director of Pride at Work Customer interactions can also beCanada. Nike donates hundreds of teachable moments for the public. Alkethousands of dollars every year to notes that we work really hard to keeporganizations that are advocating our language non-gendered. Wevefor and advancing the LGBTQIA+ had tough conversations about girlscommunity (Torontos 519 Centre is versus boys toys and how to referencea recommended grantee). Through someone when you dont know how theytheir Community Impact Fund, they identify. These interactions open up newsupport an LGBTQ-focused clinic conversations, which we welcome.and an organization that supports Rainbow capitalism can be obvioushomeless LGBTQ+ youth. Since or subtle. Ultimately, its about whether2017, Nike has provided $2.2 million brands are genuinely walking theirin financial and in-kind support.LGBTQ+ equity talk. While some queer inclusion is better than none, we must not gloss over what kind of inclusion is being offered to whom, and the potential impact on the most vulnerable members ofthe community.10| QBiz CANADA | Issue 2 2021'