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CEOs have a growing influence on culture and therefore have a growing responsibility to pave a path forward for future leaders, to shape policies for change.
If you look at the lifecycle of a consumer, you’ll realize that their loyalty to a brand has the potential to surpass the tenure of a CEO at that company. A CEO must not overlook their responsibility to think long-term and implement corporate policies that will impact the lives of their employees, consumers and the community alike, even after they have parted ways with the company.
With one in every five Gen Z adults identifying as LGBTQ+, the expectation of the modern CEO goes beyond Pride sponsorships, social media campaigns and rainbow flag products. The LGBTQ+ community is still actively witnessing an onslaught of legislation and discrimination that affects our daily lives. While there has been a remarkable influx of corporate support in the last several years, the reality is that the community is still living in an unsafe and highly politicized time.
Somewhere down the road, the LGBTQ+ community became entangled with politics, thus preventing CEOs who normally avoid political discussion from speaking publicly about injustices. However, CEOs of today must understand that having a POV regarding the challenges facing the community and what needs to change is, at its core, an issue of humanity, not politics. The LGBTQ+ community and its allies are fighting for human rights, the same rights that are granted to others upon birth in this country, and those rights are in jeopardy.
I often speak with CEOs and stakeholders about LGBTQ+ inclusion in digital communications and, although many of them want to work on federal policy change, not all of them have the ear of Washington or the corporate funds to hire lobbyists. Corporate policymaking pertaining to the LGBTQ+ community doesn’t need to be ingrained in Washington to make a cultural impact. No matter how big or how small your platform may be, there are some fundamental actions that you can take.
Take a stance
CEOs are navigating tumultuous times. In 2022 alone, there has been a myriad of complex conversations happening, from the war in Ukraine to mass shootings to restrictive abortion laws being passed in an ever-growing number of states and more.
With so much happening in the world, it’s difficult for CEOs and corporations to respond to everything with nuanced perspective. What CEOs can do is determine where their company has the most influence and unite their internal staff behind new policies.
Develop the policy
Being a CEO is one thing, but being a CEO who answers to shareholders is another. Developing a clear plan is imperative so that everyone involved understands and supports the company’s mission behind LGBTQ+ equality and inclusivity. Take a three-part policy approach.
Internal policy: Define your company’s stance on LGBTQ+ inclusion and diversity and educate internal teams on how representation drives acceptance. A strong internal policy should be developed by a specialist and start with a deep dive into your company’s culture. Johnson & Johnson’s internal policy is a great example of one that lays out a vision and mission for their DEI strategy.
External communications policy: LGBTQ+ people intersect with every race, ethnicity, gender, age, disability and more, encompassing a widespread voice in culture. Diverse points of view are imperative to businesses. It’s also important to seek buy-in and participation across the organization and empower your staff to contribute to approved programs.
Align your company with organizations who accelerate equality at the federal level like GLAAD and HRC.org. Fund them year-round, versus just looking at June as your only window of opportunity to support.
By clearly establishing your external policy, you are telling the next generation that they, too, belong at your company and have a safe place to work. For example, the public-facing diversity statement pertaining to the LGBTQ+ community from Procter & Gamble. Nike also “just does it” when it comes to being transparent about the external status report of their DEI efforts.
Advertising and representation policy: The best way to create intentional marketing for the community is to involve them. This should consist of basic inclusion of LGBTQ+ families and individuals. Ad campaigns should also be used to address issues that are directly affecting the LGBTQ+ community. UNICEF has done a great job at showcasing how they promote diversity and inclusion through the creative process and advertising.
Don’t look back
As a CEO, you have the voice to influence culture regardless of your industry because you have the platform to educate others. Once a policy is announced, it should be gospel, and as a CEO you must walk the walk. Hold the torch and regularly remind your internal team and consumers alike why this policy structure is important to your organization.
If you follow these steps, you can ensure that your company is set up with corporate policies that effectively communicate its values and contribute to the positive impact you and your employees want to make in the world.
This article is part of a special Voice series, Proud Voices: How the LGBTQ+ Community Is Choosing Resilience, intended to educate marketers on what they can learn from the culture about authenticity and pride.
