Social maturity of businesses is gratifying. However, in order for the planned action to result in a desired effect, it is worth implementing it in cooperation with organisations that are most familiar with the needs of the group we want to support. Dr Agata Rudnicka from the Faculty of Management at the University of Lodz comments on the topic.
The situation of LGBT+ people in Poland in many areas of socio-economic activity is not easy. Changes related to social acceptance have been slow, and the lack of adequate regulations means that these people have to cope with different challenges. Lack of acceptance for discriminatory actions affecting LGBT+ people is manifested by social organisations defending their rights and business representatives.
Corporate activism is part of a business’ commitment to a social cause. It can manifest itself in public speaking or social and educational initiatives. Organisations’ willingness to take a stand on socially sensitive issues constitutes one dimension of social responsibility. Standards of Conduct for Business: Tackling Discrimination against Lesbian, Gay, Bi, Trans, & Intersex People1 promulgated by the United Nations a few years ago raises the issues of human rights protection and responsibility to address discrimination against this group. Standard No. 5 directly addresses the need to protect rights within an organisation and in the public space. Therefore, taking part in public debate is one of the topics related to respect for human rights in business. Business motivations for addressing it are not only associated with the expression of concern. They can stem from business and marketing motives, as noted by those taking part in a survey conducted by researchers from the University of Lodz.2
The range of undertaken activities is diverse, from logo changes to social and educational campaigns. It should be underlined that the formal involvement of brands in the Pride Month celebrations brings not only benefits, but also risks. The polarisation of society and extreme attitudes mean that even a change of colours to those of a rainbow can be ostracised by some consumers. Despite this, the number of symbols and gestures of solidarity from business is increasing year on year.
Being an inclusive organisation increasingly determines success in the market and among young people, the choice of future employer. Entrepreneurs know that creating inclusive organisations is a process that is not just about one-off activities aimed at the employed people, but also publicly manifesting these values. Therefore, Pride Month seems to be a good time to show solidarity with groups that are at risk of exclusion.
Studies conducted by researchers from the University of Lodz show that any form of support for the LGBT+ community is essential. However, to be able to achieve the set goals related to raising awareness and knowledge, and providing tangible assistance, the available resources must be used wisely and responsibly. Interviews with people representing NGOs working to protect the rights of LGBT+ people allowed for a better understanding of their expectations of socially engaged business. One of the demands is the need for ongoing activities beyond symbolic solidarity in the form of changing logo colours, often even seen as pinkwashing and queerwashing (the use of symbols associated with the LGBT+ community for purely marketing purposes). Companies with diversity and inclusion policies can develop this aspect of activity through their more significant presence in public spaces. Cooperation aiming at the achievement of synergy and meeting the actual needs of the environment was another discussed dimension. The necessity of cooperation applies not only to large cities, where the situation for LGBT+ people is better, but especially to smaller towns and cities, where they may face more intolerance. Supporting advocacy activities or providing resources to secure the needs of vulnerable people are other needs reported by the third sector.
Pride Month can be an excellent opportunity to reflect on how the company is implementing its commitment to human rights and the start of inclusive actions that will become part of the business DNA.
Footnotes:
1. Tackling Discrimination against Lesbian, Gay, Bi, Trans, & Intersex People STANDARDS OF CONDUCT FOR BUSINESS www.unfe.org/wp-content/uploads/2017/09/UN-Standards-of-Conduct.pdf
2. Rudnicka, A., & Reichel, J. (2023). CSOs’ Perception of Corporate Activism on the LGBT Community in Poland. Business and Human Rights Journal, 1-7. doi:10.1017/bhj.2023.14
Author of the commentary: Dr Agata Rudnicka, Faculty of Management, University of Lodz