June was a time of reflection and change as we honored both Pride Month and Juneteenth. These holidays seek to commemorate significant historical events, advance the rights of LGBTQIA+ and Black Americans, and encourage our continued support of various lived experiences.

These holidays also signal our recognition of the great adversity that communities of minoritized racial and sexual identities still face in receiving the basic, fundamental rights that white, straight, cisgender individuals experience daily. While much progress has been made for members of the Black and LGBTQIA+ community, these holidays remind us that there’s still work to be done. This is especially pertinent in a time when more organizations have increasingly been scaling back on their DEI efforts.

Unfortunately, there can be a lot of hypocrisy that comes during these holidays. Many companies say they want to make a difference, but it’s nothing more than “diversity theater,” as Melanie Williams of Adweek calls it. In an age when many companies change their logo colors to a rainbow but don’t have a DEI statement, or when all-white staff receive June 19^th off without recognizing the magnitude of the day, how do we observe cultural holidays without the cringe?

While you might not have a say in your organization’s approach to DEI, as a marketer, you can ensure that your campaigns and initiatives are inclusive.

So, how can we be inclusive — yet authentic?

1. Start from the inside, out.

Change comes from within. Inclusive marketing begins with educating yourself. For example, before you work on an ad campaign celebrating Juneteenth, take the time to educate yourself on the holiday. Why is it significant for the Black community? What does it symbolize? And arguably more importantly, what does it not symbolize? You can avoid “diversity theater” if your designers, creators, and marketers genuinely understand the significance of holidays that they’re celebrating. 

So, how do you educate yourself? First, rely on respected sources. The Compliance Training Group offers a diversity training program for employees. The staffing agency Randstad has a podcast called “Diversity Deep Dive” to help you learn more about diversity and inclusion. Consider taking an online course on anti-racism through Coursera or watch an educational video on racial injustice and discrimination through sites like the Khan Academy. Attend a webinar or conference. For this topic, in particular, watch the Collage Group’s recording of “How America’s Iconic Brands Are Engaging Diverse Consumers through Meaningful Summer Holidays & Occasions” presentation. Follow experts and influencers in the field on social media and professional networks. Finally, reflect on the information you gather, ask critical questions, and consider different viewpoints.

2. Avoid exploitation, commercialization, and virtue signaling.

While many brands intend to celebrate minoritized communities, there are some that end up exploiting them. In her article “Avoiding Diversity Theater: How Brands Can Celebrate Juneteenth Without the Cringe,” Melanie Williams writes, “Consider the potential impact of your brand’s actions. Are you trying to celebrate or are you only trying to make money?”

Exploitation can come in the form of rainbow washing, which is when companies use LGBTQ+ colors and symbols to market their products without supporting the community. Rainbow washing is also a form of virtue signaling, or brands attempting to show their customers that they stand for certain values, but only doing so in words rather than actions. For example, if you haven’t supported the Black community year-round, then doing so in June will feel disingenuous. Sometimes, explains Adweek, it’s okay to sit holidays out.

Exploitation can also occur by co-opting designs or expressions from the community to which you’re trying to speak. Reflect on the context of the designs you’re creating and the copy you’re writing: Where did it come from? And how can you give the original creators the credit?

Ensure you don’t make the same mistakes of those that came before you. Consider Microsoft-owned 343 Industries, which renamed an emblem in its Halo Infinite game meant to celebrate Juneteenth an inappropriate and offensive name. Or keep in mind the failure of the Children’s Museum of Indianapolis, which sold a Juneteenth watermelon salad. These are examples of commercialization and stereotyping.

Instead, try following in the footsteps of the brands that support diverse communities 365 days a year. Seek Company praises Converse, which is known for its gender-neutral products, inclusive sizing, and donations to LGBTQIA+ organizations. Converse released a Pride collection, but it’s not hypocritical — it’s literally on-brand.

3. Engage diverse opinions.

Be authentic and avoid stereotypes. Engage diverse individuals in your marketing plans and amplify underrepresented voices in your campaigns. Whether that’s handing control over to Black designers on ads, like Williams suggests, or having a “gut check” with an LGBTQIA+ individual on a piece of copy, weigh their opinions. Hear their voices. Engage their viewpoints.

While we’re all doing our best out here, when it comes to DEI, it’s important that we get it right. Because it’s about human lives. And as marketers, we can either hurt or heal those who consume our products. Let’s take actionable steps toward making our markets more welcoming places to be.

Are you interested in hearing more on this subject? BPD’s very own Desirée Duncan, VP, Health Equity & Inclusion, is speaking on Staying the Course on Health Equity Amid Murky DEI Terrain at SHSMD in October 2024.