How to be a real LGBTQIA+ community ally

During Pride Month in June, social media and corporate identities were awash with rainbows. It was like Care Bears up in here.

And while the sentiment of solidarity was nice and, in most cases, undoubtedly well intended, you couldn’t help but wonder… were they sincere or did they just change their Twitter pic for likes?

It’s a question we need to be asking ourselves, too. Which is why we chatted to Sebenzile Nkambule, executive partner for strategic partnerships at The Other Foundation. We ate humble pie. But we also learnt how we can do better.

Am I really an ally?

The Other Foundation is an organisation that works to break down the barriers that prevent people from being able to live their lives freely in southern Africa because of who they are or who they love. They have their work cut out for them.

According to research they conducted with the Human Sciences Research Council, 72% of South Africans feel that same-sex sexual activity is “morally wrong” and 450 000 South Africans have admitted to physically harming women who dress and behave like men in public in the past year.

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Shocked? Good. And then what did you do?

Nkambule says being an ally to the LGBTQIA+ (lesbian, gay, bisexual, transgender, queer, intersex, asexual and other gender identities) community means you not only believe in the dignity and respect of all people, but you also take action by supporting or advocating with groups for social justice.

At a corporate and brand level, this goes even deeper.

Inclusivity starts at home

Do you have a genuine culture of inclusivity that filters down to every boardroom and is practised by staff members?
Nkambule suggests ways for businesses to get their house in order:

• Have gender-neutral bathrooms available.
• Share pronouns at the start of a meeting.
• Do sensitivity training.
• Put structures in place and then make sure all staff behave accordingly.

ALSO READ: Abandon gender ‘norms’ and treat LGBTQIA+ with respect

Walk the talk

As for what you do outside of your organisation, Nkambule says the key is to be sincere. If you’re flying the flag in solidarity with the LGBTQIA+ community, consider why you are flying it.

“Everybody else is doing it” is not a good answer.

• Be as vocal about not associating with brands or people who are against the LGBTQIA+ community.
• Use queer-owned businesses as part of your supply chain.
• Support organisations that champion and advocate for the LQBTQIA+ community.
• Be mindful of who’s benefitting from your queer-focused marketing campaigns – are you helping the community or exploiting them? (As an agency, this one led to some uncomfortable introspection!)
• Pride is not an event. Brands need to have these conversations all year round.

Where we find ourselves lacking, we can unlearn old habits and learn new, better behaviour. That’s being sincere. That’s being an ally.

Wagner is head of VMLY&R SA’s Cape Town office