Supporting PRIDE Makes a Difference

LGBTQ+

Jun 5

3 Reasons Small Businesses Should Consider Supporting PRIDE Month

Some folks just seem to know. Others have an inkling and then the knowing snowballs quickly. For me, it was more than a decade of resistance and denial before I finally accepted that I am, in fact, gay. If you had asked me in college I would have told you that I didn’t believe in “gay marriage.” Civil unions, okay, but “marriage” involves God and I was raised Catholic, so being gay was a sin. At least that’s the ingrained belief I was grappling with deep down below the surface. It was in college that I first accepted I was attracted to women, but I did not believe it could ever be a part of my life. Even when I no longer identified as Christian, the programming that being gay is unacceptable was so insidiously intertwined in my understanding of the world. (Comp-het [compulsory heterosexuality] is very real.)

It took years of deconstructing my religious upbringing and learning about–and then beginning to unlearn–the programming of patriarchy and white supremacy (spoiler alert: it’s all interconnected) for me to begin to accept that part of myself. It would have taken even longer if I hadn’t been blessed with a partner who accepted my queerness, friends and family who loved me unconditionally throughout my journey, and other queer friends to relate to. And when, four years into my marriage to a man, I began to understand that I was not just queer, but actually a lesbian, it still absolutely crushed me.

See, apart from my whole world being torn apart and the future I had planned disintegrating before my eyes, I knew that being openly gay would mean more challenges in life. Anyone who is a part of any marginalized identity understands that simply because of who we are we will face discrimination, hatred, and even violence.

As someone who existed in an outwardly “straight” relationship for nearly a decade and now exists in the world as an out and proud lesbian, I have experienced firsthand the difference it makes when you have a veil of safety over everything you do–and when you don’t. Before, I never had to worry about what might happen when I held hands or kissed my partner. Now, I do. Before, I never had to wonder if the people I loved or worked alongside were voting against my right to exist. Now, I do. Before, I never had to wonder if the people I interacted with on a daily basis believed that I was a “sinner” or an “abomination” or simply “wrong.” Now, I do. Before, I never had to wonder if the businesses I frequented were safe for me. Now, I do.

There’s a lot of discourse around “rainbow capitalism” during Pride Month. I understand the frustration of corporations using Pride as merely a means for profit. And–I cannot deny that I experience a wave of joy–and often even a sense of relief–every time I see a rainbow logo. Every time I see a rainbow sticker or a flag in a storefront. Every time I see someone else wearing anything that indicates support for the LGBTQ+ community in any way. For me, it’s a sign that I am seen, I am accepted, and I am (relatively speaking) safe in that space or with that person.

The ACLU is currently tracking 515 anti-LGBTQ bills in US State Legislatures. Our country now includes states where it is illegal to even mention sexual orientation or gender identity in schools–which does direct harm to children of queer parents, queer children themselves, and trans/non-binary children. DEI programs that include LGBTQ+ advocacy and protection are being dismantled throughout the country. Gender affirming care–literally life saving healthcare–is being (or has already been) outlawed throughout the country. I am not sure I can properly convey the fear, heartache, and despair that LGBTQ+ folks experience living in a society that puts our right to exist as our whole selves up for debate. That legislates whether or not we can receive the healthcare we need. That believes that even saying the word gay, or God forbid cooking a cake for us, is unacceptable.

Just a couple of months ago I was out with one of my best friends. Together, we are visibly queer. We were wandering through some shops when we came across a collection of t-shirts that were, let’s say, extremely conservative in nature. Both of our stomachs dropped and without a word, we made our way as quickly as possible to the exit. After we walked out, we looked at one another and both admitted how immediately afraid we were to be in that establishment. We walked back to our car looking around the street wondering if we were even safe to be in that town.

I have spent most of my working life working for small businesses. I have even had two of my own, including my current business as a life coach. I understand that there are stakes to every business decision made. As someone who has chosen to make advocacy a tenet of my own business I know that that means not everyone will want to support my business. And while I understand that every business gets to decide how they show up in the world, much like how every human gets to decide how they show up in the world, here are three simple but important reasons small businesses should consider visibly supporting Pride month.

1– Your customers are a part of the LGBTQ+ community. You may not know it, but I promise you, if you have a business that serves customers or clients, you are serving queer folks. If you care about your customers feeling safe and welcomed in your business, doing something as small as having a sticker in the window or sharing a post of support on social media can make a world of difference in them knowing that yours is a business they want to continue to support and frequent.

2– Your employees are a part of the LGBTQ+ community. And if not now, they will be in the future. Nearly one third of Gen Z (currently ages 12-27) identify as LGBTQ+. Your support matters to your employees. We spend 40 hours a week (give or take depending on your job) at our workplace. We deserve to feel safe and supported by our employers.

3– Your business is a reflection of your values. Research shows that the majority of customers prioritize the values and ethics of the companies they support. When customers see their values reflected in your business it creates connection and they become more loyal customers.

“The time is always right to do what is right.” Powerful words by Dr. Martin Luther King, Jr. Do you want to be the kind of business owner who stands up for what is right–for all humans to be safe to exist as their whole selves?

It’s difficult to convey the way our stomachs drop when we see or hear words of hate or experience discrimination whether subtle or overt. I struggle to find words that do justice to the way it feels to live in fear of what others might think or do or say when they learn that you’re a part of the LGBTQ+ community. To constantly wonder if you’re safe to be yourself. I spent most of my life suppressing and denying who I am because of the way our society (and the church I was raised within) talked about and treated queer folks. I have had to fight through shame, self-hatred, guilt, and fear to accept myself. When you’ve gone through that kind of internal struggle for nearly all of your life, every single sign of support means something. Every time someone stands up for you, every time you walk up to a business and see a rainbow or an “all are welcome” sign, every time you see a post on social media showing support–it lifts you up and makes you feel just a little bit safer in the world.

The definition of brave is to be ready to endure danger and pain. As much as we wish otherwise, LGBTQ+ folks are forced to be “brave” every single day just existing in the world. Until the world is safe for all of us, we don’t have a choice. As a business owner you do have a choice. You can choose to make the world a kinder, safer, more welcoming place. You can choose to foster community and connection. You can choose to show up for the people who show up for you–the employees who work for you and the customers who support your business. Whether it’s a small sticker in the window, a post on your social media platform, partnering with queer-owned businesses, wearing pins or stickers, incorporating rainbows into your business artwork for the month (or better yet year round) there are countless small ways you can be a business that makes the world a better place not just for the LGBTQ+ community, but for all of us. “To be free is not merely to cast off one’s chains, but to live in a way that respects and enhances the freedom of others.” – Nelson Mandela

Happy Pride Month.