Here’s a bold statement: I think every LGBTQIAP+ child would have given up on life if it weren’t for the allies they encountered along the way. I, for example, grew up thinking there was something wrong with me. I only started to think differently because a few people told me that it was okay. The power of words from someone outside our community is enormous. A simple statement or gesture of support can outweigh a million insults. It’s those simple demonstrations of support we hear when we’re young that we hold on to for the rest of our lives. It might be an art teacher or an open-minded uncle. I’ve never forgotten my mother’s words: “I love you unconditionally.”
After all, if we’d never heard a heterosexual person tell us that it’s okay to be lesbian, pansexual, bisexual, transgender, gay, or any other letter of the acronym, we would spend our entire lives believing our existence was a mistake. So it’s not difficult to conclude that one major indicator of a society’s progress against homophobia is the number of people who see homosexuality for what it is — something that simply exists, doesn’t determine someone’s character, isn’t a choice, and is as arbitrary as liking lettuce or not.
Corporate brands are also important allies. By stating that homophobia makes no sense, they have an impact on countless LGBTQIA+ people because they help validate their lives as being just as legitimate as anyone else’s. Beyond this important social role, there is considerable evidence that companies that support diversity are more profitable. “[Diverse companies represent] an undeniable business case for financial returns,” states the latest report on the subject by consulting firm McKinsey.
So you can imagine my astonishment when I read this article from Meio & Mensagem discussing a possible decline in the number of brands taking a stand during Pride Month this year, both here in Brazil and in the United States. A company’s decision not to promote LGBTQIA+ diversity literally goes against the fundamental purpose of its existence — which is precisely to make money. For the first time, we’ve seen fewer allies this month, and there are still companies making inconsistent decisions — taking steps backward even when it comes to their own financial interests.
Fabrício Bernardes
