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How can a business integrate Pride month into their content strategy?



Employee holds a rainbow ribbon
Progress: Portugal and Northern Ireland (UK) revoked all restrictions on LGBTI people for blood donation, making it possible for everyone to donate blood safely and equally | Source: Rainbow Europe Map 2021

We are halfway through Pride month and, as with every year, we have seen thousands of companies, big and small, trying to ride the colourful rainbow of LGBTQIA.

Although most of the content posted by businesses on social media making reference to June Pride month are harmless and well intentioned, many entrepreneurs and marketing agencies are not posting this type of content to support the movement started with the Stonewall Uprising in New York City on June 28, 1969.

So, how can a business integrate pride month into their strategy while being supportive, instead of sounding shallow and jumping on the bandwagon?

I wanted to hear from businesses owners who will be posting ‘Pride’ content throughout June.

Here, businesses owners and professionals share how they planned their content throughout June to make the best of the pride celebrations in a meaningful way.


Make it an ongoing topic
“I make it a point to have our company participate in Pride month because it ties directly to our mission, which is to provide opportunities to others and a world that works for all through our high-volume applicant tracking system. We talk about diversity and inclusion all year round, which means Pride month then becomes a natural extension of our existing content. One thing we make sure we don’t do is offer any sort of discount associated with Pride.”

Tracy Sestili – VP of Marketing at Fountain


Promote creators and charities instead of yourself

“For Pride Month, it is easy to come across as disingenuous, as making your logo rainbow-colored is simply not enough to show support. Instead, it’s better to promote actual social change around the important issues. Highlight LGBTQIA influencers or influential people in your industry or space, and promote different charities that specialize in LGBTQIA issues.”

Cody Iverson – Co-founder & CEO at Viscap Media


Support your diverse team

“As a branding platform, we’ve decided to highlight LGBTQIA designers and branding agencies through a series of Instagram posts focused around their work and experience. This is meant to bring awareness to their work, their experience, and their creativity.

We’ve also gone ahead and created content around Pride for Linkedin, to honour different LGBTQIA entrepreneurs and businesses. We think highlighting our LGBTQIA members is critical to inclusion, diversity, and showing our support as a business. There is no incentive to grow our business or measure impact with our Pride month content. It is simply to bring awareness and to celebrate diversity and inclusion.

Enina Bicaku – Content Marketing Specialist at Looka


Get serious if you want to cash in on Pride

“Now, more than ever, we need to see businesses and industries take a more assertive position in support of the LGBT+ communities. However, if organisations really want to cash in on Pride, I would recommend they put their money where their mouth is and treat the current diversity, inclusion and equity challenge in the same way they would tackle a profit or sales issue … by getting serious! From making a donation to an LGBT+ charity and highlighting commitments that outline how you are going to achieve better LGBT+ representation across all levels, to reviewing current supply chains to meet expected minimum standards when it comes to LGBT+ representation within organisations. Every act counts.”

Ed Jervis – Founder & Chief Disrupter at


Highlighting internal stories

“Highlighting how your company’s internal processes and policies match the ideals that Pride month represents is one of the best ways your brand can demonstrate genuine support during Pride month, while integrating it into your content strategy.”

Jennifer Harder – Mortgage Broker


Steven A Wardlaw - Chairman at Emerald Life Insurance company

Steven A Wardlaw – Chairman at Emerald Life Insurance company

Enquire about what companies are doing for LGBT+ people

“We have a different take on what to do during Price month. To avoid accusations of jumping on the bandwagon or pinkwashing is easy. Make a real change to how you treat LGBT+ staff, customers or stakeholders, and actually tell your staff what you are doing. We challenge LGBT+ people (and I am one) that if you see a rainbow in a store/company window, go in and ask what that organisation is doing for LGBT+ people. It’s a very effective tool and we should use it more often. A rainbow without any real action is a cynical attempt to take money without making effort.”

Steven A Wardlaw – Chairman at insurance company


Pay Tribute to LGBTQIA Trailblazers

“Before starting your campaign, we encourage you to consult members of the LGBTQ community and allies. You’ll be able to write more informative material as a result. By stopping you from sharing insensitive materials, it can also help you avoid unpleasant and damaging situations. Remember, only run a Pride Month campaign if you and your company sincerely believe in LGBTQ rights. Don’t use this as a way to make money or sell rainbow-colored items. Also, pay tribute to LGBTQ Trailblazers by reminding your audience of the fortitude it took — and still takes — to overcome prejudice and adversity. For example, share quotations and images from your favourite LGBTQ activists.”

Joel A. Almazar – Administrative Assistant at


Build a culture of inclusivity

“I’d definitely encourage businesses to do more. If they can, they should highlight LGBT causes they support, ensure LGBT employees get treated fairly all year round, build a culture of inclusivity, and track and improve on things consistently. And then, if you want to have a bit of fun during Pride month, no one’s going to fault you for it. That’s what I do for my business, and that’s what we recommend all our clients do too.”

Farhad Divecha – MD and Founder at AccuraCast.


Make actionable campaigns

“We will be posting Pride content throughout June to promote our Pride collection and partnership with OutRight Action International. Pride is particularly relevant to our business because we sell clothing to wear at raves and festivals, and those events have always been safe spaces for the LGBTIQ community to express themselves. Acceptance, individuality, and dressing with complete freedom of expression are values that we hold dear.

We only choose to align ourselves with causes that are relevant to our community and also make sure to give back. We will be donating 10% of the revenue from our Pride collection to OutRight Action International, while also giving our customers the ability to easily add a donation to any purchase on our site through July 31.”

Brian Lim – Founder at


Marcio Delgado is a Journalist, Producer and Influencer Marketing Manager working with brands and publications in Europe, America and Asia.


The Häagen-Dazs Rose Project announces 50 nominees



Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project
Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project

Earlier this year, on International Women’s Day 2023, Häagen-Dazs launched ‘The Rose Project’, a global initiative with a $100,000 (USD) bursary grant inviting nominations to recognise unsung trailblazing women in honour of the brand’s female co-founder Rose Mattus. Yesterday, 23 November, on what would have been Rose Mattus’ birthday, Häagen-Dazs announced the top 50 #WomenWhoDontHoldBack nominees being shortlisted for their achievements and its five globally accomplished Häagen-Dazs Rose Project judges.

Over 2,500 applications were received for The Häagen-Dazs Rose Project putting forward pioneering efforts and societal contributions made by women across the globe. From these, 50 talented and inspirational women have been shortlisted and will be put forward to win one of five monetary grants of $20,000 (USD), which will be announced on International Women’s Day 2024, to continue their exceptional work, unleash their potential or give to a cause they are passionate about. The top 50 shortlist includes women from 17 countries hailing from across Europe, Asia, Africa & Middle East, Australia and the Americas.

The all-female judging panel from across the world has been handpicked for the final selection stage of The Häagen-Dazs Rose Project includes. UK-based author, broadcaster and philanthropist Katie Piper, fashion entrepreneur and advocate for women’s fertility issues, Velda Tan from Singapore and Spanish entrepreneur and creative director Inés Arroyo, are amongst the judges.

“International Women’s Day 2023 marked the launch of The Häagen-Dazs Rose Project to honour the legacy of our co-founder, Rose Mattus, and create a fund platform to provide opportunities to women across all fields around the world who are truly deserving of support and recognition. We were thrilled to receive thousands of nominations across countries and our #WomenWhoDontHoldBack Top 50 shortlist is a compelling and diverse mosaic of trailblazing female narratives that moved us and serve as an inspiration to women everywhere”, says Aurélie Lory, Häagen-Dazs spokesperson.

To find out more about the story of each entrepreneur shortlisted for The Häagen-Dazs Rose Project, visit:

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47% of women feel their workplace is not combatting inequality



Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 at the Altice Arena in Lisbon, Portugal
Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 | Photo: Eóin Noonan/Web Summit

The proportion of women who feel that their workplace is not taking appropriate measures to combat gender inequality has nearly doubled in a year, a new survey has revealed.

Web Summit, the world’s largest technology event taking place in Lisbon this week, has released its third annual State of Gender Equity in Tech report, which is based on a survey distributed among its women in tech community.

76.1 percent of respondents feel empowered to pursue and/or hold a leadership position; fewer respondents (41.8 %) feel the need to choose between family and career when compared to 2022 (50.4 %); and there is at least one woman in a senior management position in 80.4 percent of respondents’ companies, a similar proportion to last year (81.3%).

The survey found that 70.5 percent of respondents feel pressure to prove their worth compared to male counterparts, while 77.2 percent feel they need to work harder to prove themselves because of their gender.

Over three quarters of respondents (76.1 %) feel empowered to pursue and/or hold a leadership position. And almost half of respondents think that their workplace is not taking appropriate measures to combat gender inequality, increasing from 26 percent in 2022 to 47
percent in 2023.

“While it is encouraging to see progress in some areas, such as those feeling the need to choose between their family and career, there are also some deeply concerning trends within this report. Seeing an increase in those who report having experienced sexism in the workplace in the last year is disheartening in 2023. We hope that this kind of research can breed some positives, and that it will push workplaces – and women within these workplaces – to broach these topics and make progress in these areas,” said Carolyn Quinlan, VP of community at Web Summit.

Last year, 42 percent of attendees at Web Summit were women and 33 percent of speakers were women. In 2023 these numbers have slightly improved with 43 percent of attendees and 38 percent of speakers on stage being women this year.

The women in tech programme at this year’s Web Summit is at capacity, and the women in tech programme at Web Summit Rio 2023 reached capacity in record time.

The WebSummit 2023 is running from November 13th to 16th in Lisbon, Portugal.

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Krispy Kreme to give away free donuts on World Kindness Day



A box of Krispy Kreme donuts opened and with donuts inside
The company, founded in 1937, is giving away 60,000 free doughnuts around the world today | Photo: Clément Proust

American multinational doughnut company and coffeehouse chain, Krispy Kreme, is celebrating “World Kindness Day” today by distributing free donuts in the US and the UK.

The chain is giving away a box of a dozen glazed donuts for free with no purchase necessary. But only the first 500 guests that visit each participating Krispy Kreme US stores on “World Kindness Day”, Monday November 13th, will be able to get a free box of donuts.

Krispy Kreme often gives away free or discounted donuts to generate buzz on special occasions. The company, founded in 1937, traditionally gives out free donuts to customers on National Donut Day, celebrated on the first Friday of June of each year. And in July, a dozen of glazed donuts were sold for 86 cents to celebrate its 86th birthday.

Thousands of free donuts are also expected to be given away today across Krispy Kreme stores in the United Kingdom, with customers being encouraged to ask for the World Kindness Day offer. No purchase necessary.

The company, which operates in over 30 countries around the world, said it wants the brand associated with World Kindness Day to make “meaningful connections” with customers.

“World Kindness Day is an opportunity to make a positive difference by being generous,” Dave Skena, Krispy Kreme’s global chief brand officer, said in a release. “Simple gestures of caring and thanks, including sharing a sweet treat, is a great way to do that.”

Krispy Kreme said that it’s considering expanding a limited partnership it has with McDonald’s to sell more of its donuts at the latter’s location.

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