Did you notice the rainbow takeover of company logos as you scrolled through your social feeds last month? Pride Month, the celebration of LGBTQ+ equality and those who’ve fought for it, has become something of a “branded holiday,” an opportunity for companies to prove their cultural relevance.

As a gay person, I applaud everyone who shows support. We need it. But sometimes these gestures seem to be more about showing than supporting. Are there real actions behind all these rainbow-colored logos? Are all these companies serious about supporting the LGBTQ+ community throughout the year, or is this just about jumping on the Pride bandwagon? The next time you’re invited to a meeting about what your company should do for Pride Month, here are some things to think about and bring up, that may be more important than that rainbow-colored logo.

• Do we ask and listen? Does our company provide a safe platform for employees to give feedback and share their stories? Do we have discussions with LGBTQ+ employees about how to provide meaningful support, both within the company and outside of it?
• Do we stamp out toxicity? Do we equip the entire company with the training and skills to identify, address, and avoid toxic culture? Does our company promote respect for identity preferences, and encourage us to call out discrimination when we see it? Are there consequences for toxic behavior?
• Do we do the research? Does our company work with or for organizations that have blatantly anti-LGBTQ+ policies? If our company supports an LGBTQ+ cause, do we do the research on how our donation will be used, and share its impact with employees?
• Do we take diversity and inclusion seriously? Does we follow best practices for diversity and inclusion in our hiring process, and are our hiring managers trained to avoid bias? Do we see marginalized people represented in our company, at our events, and in our work?
• Are we making an impact? Are we showing that we support LGBTQ+ causes in theory, or are we actually doing something? Do we look for ways to support and get involved with the LGBTQ+ community in a way that relates directly to your business or industry?

By investing in equality for all employees and the communities in which we work, companies can take an authentic stance when showing their support during Pride month and throughout the year — and really make a difference.