Campagnes Quand les gros titres blessent : pourquoi l’alliance ne peut pas prendre congé Elizabeth Holloway Campagnes 7 mins read juin 9, 2025 WunderLand Campagnes Quand les gros titres blessent : pourquoi l’alliance ne peut pas prendre congé Table of Contents Allyship is not a campaign, it’s a commitment Silence sends its own message We need to show up when it’s not trending When speaking up isn't an option Strong allyship is felt more than it’s seen What will you do when the parade ends? Share This Article Facebook Twitter LinkedIn Pinterest Email It’s June, and that means communities around the world are celebrating Pride month. How we celebrate and what that means is different for everyone, but I don’t think I’m alone in saying that this year feels different. Taking a look at world events, particularly in the US, it’s become clear that between mass book bannings, challenges to accessing gender affirming healthcare, and the growing pressure to discontinue DEI initiatives, Queer voices, and Queer lives, are under attack. That’s why this year, instead of talking about Pride campaign strategy, we wanted to open up the conversation about what we do after the parades and parties are over. Because for the 2SLGBTQ+ community, Pride doesn’t end when the month does. Allyship is not a campaign, it’s a commitment When we talk about allyship, we’re talking about more than visibility. Representation matters, but rainbow logos, limited-edition merch, and themed social posts are not what create meaningful change. When these gestures are disconnected from real action, they risk falling into pink-washing. That’s when brands use 2SLGBTQ+ symbols or messaging to appear inclusive without doing the work to back it up. It may be well-intentioned, but it can feel hollow or opportunistic. And in many cases, it ends up being less inspiring and more uncomfortable. Performative allyship might earn short-term applause, but it rarely builds lasting trust. True allyship often happens off-camera. It lives in the choices that shape how people are treated, supported, and included every day. It looks like this: Benefits packages that reflect the full spectrum of 2SLGBTQ+ experiences. That includes access to affirming mental health care, inclusive parental leave for same-sex couples, and flexible family definitions that reflect chosen family structures. Equitable opportunities for advancement. Are queer, trans, Two-Spirit, and nonbinary employees given clear pathways to leadership, or just invited to weigh in on Pride campaigns? Year-round relationships with queer-led organizations, artists, and vendors. Not as one-off features, but as part of your ongoing supplier, partnership, or funding strategy. Quiet support that puts people first. Sponsoring housing programs, providing internal education, or donating without fanfare all matter just as much as public-facing statements. This is what commitment looks like. Not a seasonal push, but sustained action that prioritizes equity, accountability, and belonging. More and more, audiences can tell who shows up for Pride and who shows up for the community. Silence sends its own message Let’s be honest, the Internet feels like a much more volatile place these days. It seems like anything can trigger a massive backlash. And with the divisive nature of our political climate, silence can seem like the safer bet. But when rights are under attack and lives are being politicized, that silence isn’t neutral. In many ways, silence protects and reinforces a status quo that seeks to exclude and erase 2SLGBTQ+ communities from society. So, when brands choose to sit on the sidelines, they’re not stepping away from politics. They’re stepping away from people. We need to show up when it’s not trending True allyship isn’t about being loud, or even about being perfect. What matters most to people is that you mean it. It’s about showing up consistently and embodying your values throughout the year. Not sure what that looks like? Or where to start? Here are some examples of what allyship can be: Acknowledge the climate, even briefly. You don’t need to write a manifesto. A sentence that affirms what queer and trans people are experiencing right now can go a long way. Offer quiet support: Donate to local or national 2SLGBTQ+ initiatives and organizations. Use your platform to share resources or amplify trusted community voices, without centering your brand in the process. Create space to hear from queer and trans people within your organization and community about what support looks like. Then listen. Don’t assume. Invite honest feedback from your team, customers, or community partners, and compensate them for that emotional labour if you’re asking for time and insight. Keep the spotlight on the community, not your company. You’re not the hero of this story. You’re the one holding the mic, clearing the space, or funding the next chapter, without needing credit. There is no perfect way to do this. But choosing to act, imperfectly, quietly, courageously, is always better than silence wrapped in fear. When speaking up isn’t an option For some organizations, being vocally supportive of Pride or 2SLGBTQ+ inclusion isn’t just unpopular, it’s risky. In certain political or cultural environments, public allyship can jeopardize business continuity, employee safety, or community trust. And for small teams or nonprofits working in high-stakes regions, a misstep could mean losing funding, permits, or the ability to keep their doors open. This tension is real, and it deserves acknowledgment. But silence doesn’t have to mean inaction. If your organization can’t take a public stance, you can still act with intention and integrity behind the scenes. You can quietly make sure your 2SLGBTQ+ employees are safe and supported. You can donate to local or national queer-led initiatives without publicizing it. You can include inclusive policies in your internal practices, prioritize equitable hiring, and make sure your benefits reflect a genuine commitment to all employees, regardless of whether it’s written on your homepage. Allyship doesn’t always have to be loud to be real. In some places, discretion is survival, but that doesn’t mean support has to disappear. Your actions still matter. And so does your ability to sustain spaces where dignity, respect, and inclusion are quietly protected, even when they can’t be publicly proclaimed. Strong allyship is felt more than it’s seen The strongest signals of allyship often aren’t public-facing. They’re not hashtags or press releases. They’re felt in the way a workplace makes space for people to show up fully, without needing to explain, justify, or defend who they are. Strong allyship feels like safety, like being believed, like not being the only one raising the red flag. It’s a sense of quiet reassurance that your identity isn’t tolerated, but respected and protected. This kind of allyship doesn’t need to be promoted, it’s lived. It’s reflected in who feels empowered to speak up, who’s given room to lead, and who sees people like them represented not just in the marketing materials, but around the leadership table. It’s knowing your employer will have your back when things get hard. And it’s knowing they’ll keep showing up for your community, even when it’s no longer trending. What will you do when the parade ends? It’s easy to celebrate when the streets are full and the energy is high. But what happens after the floats are packed up and the hashtags fade? That’s when allyship is tested, and when it matters most. So here’s the question: What does your brand want to be remembered for? A bold campaign once a year, or a consistent presence that stands with people even when it’s hard? You don’t need to be perfect. You don’t need the loudest voice. But you do need to show up, especially when the crowd has moved on. It’s easy to wave a flag. It’s harder, and braver, to walk beside someone when the streets are empty. Allyship doesn’t begin with a rainbow logo, and it doesn’t end with a campaign wrap-up. It begins in the quieter moments, the harder choices, and the conversations that happen when no one is watching. Share This Article Facebook Twitter LinkedIn Pinterest Email
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