June is characterized by long stretches of sunshine, good vibes, and a time to celebrate Pride! In many communities, a Pride flag has become a “go-to” way to show support during the month. This week’s blog suggests some of the ways that your support can transcend signage. After all, authentic allyship can bring real visibility and value to your community and brand.
Start with the why.
Being an ally to the LGBTQIA+ community is more than just running promotional campaigns or using seasonal designs. It’s about genuinely connecting with people. To put your position out there as a front-line supporter, you can build authentic relationships with your audience by:
- Listening and learning. Connect with local LGBTQIA+ organizations to better understand the community’s experiences and needs.
- Updating your policies. Ensure your workplace and consumer policies are inclusive and supportive.
- Showing authentic representation. Share diverse stories within your marketing year-round.
- Supporting LGBTQIA+ causes. Partner with and participate in local LGBTQIA+ organizations and events.
Create lasting safe spaces.
If tourism is your bread and butter, creating a warm welcome is everything! LGBTQIA+ travelers represent significant spending power: they’re actively seeking destinations where they can be themselves without worry. By highlighting inclusive experiences, small businesses and communities contribute to a larger culture of hospitality that benefits everyone. This might mean partnering with LGBTQIA+-owned businesses or showcasing diverse couples and families in your marketing materials. When you offer personalized itineraries that include LGBTQIA+-friendly venues, events, and accommodations around your community, you help people feel seen and valued. The result? Loyal visitors will return season after season and become your biggest advocates through word-of-mouth recommendations.
Develop a culture, not a campaign.
Visibility matters, and small actions can make a big difference. Marketing may be the most visible layer, but the real impact comes from what’s behind it! Posting flags and using inclusive language like gender-neutral terms (friends, guests) all support your external messaging.
But inclusion must be sincere. True allyship must be built into your internal culture. When LGBTQIA+ community members, visitors, and team members feel supported, they take notice and stay loyal.
Remember: it’s okay not to have all the answers.
Taking the first steps can feel vulnerable, but they truly matter. What if you use the wrong terminology or make a misstep?
The truth is: progress is not about being perfect.
It’s about creating space for honest reflection, welcoming feedback with humility, and taking responsibility when mistakes happen. This kind of leadership builds trust and helps visitors, residents, and team members feel safer doing the same. In the end, open conversations create a space of belonging and growth for everyone. Fostering that kind of environment also means being intentional about learning, taking the time to educate yourself, seeking out inclusivity training, and equipping your team with the tools to lead with empathy and awareness.
The takeaway
LGBTQIA+ inclusion is not a seasonal trend; it’s an earnest and evolving commitment. It starts with transparency, grows through education, and shines through your actions.
When executed with care, curiosity, and consistency, inclusion brings value to your community, your brand, and your people, every month of the year! How are you celebrating Pride Month in your community or as a small business? Reply to this email with your experiences and great ideas!
