What Does Authentic Allyship Look Like?

Now, more than ever, standing firm in support of diversity, equity, and inclusion is critical.

This commitment should not exist as lip service but as a tangible, actionable movement — rooted in purpose, not politics. Regardless of shifting government policies or evolving regulations, our role as communicators is to lead with integrity and push for what is right, not just what is safe.

Pride Month is underway, and I would like to invite you to pause and reflect on this question: Are you celebrating with intention or simply participating in a trend?

Today’s audiences—especially LGBTQIA+ communities—are more aware and engaged than ever. They SEE and remember when brands show up in June but stay silent the rest of the year. They know the difference between true support and rainbow-washing. As public relations professionals, we have the power—and the responsibility—to ensure that our campaigns and work reflect more than momentary momentum. They should express our organizations’ values, shape inclusive narratives, and inspire lasting change that doesn’t shift every 5 minutes like the Kansas weather.

Let’s ask ourselves the complex but necessary questions:

Have we created space for LGBTQ+ colleagues to lead the narrative?
Possible responses could look like:

• “Yes – our pride campaign was co-led by an LGBTQ+ employee resource group, from concept to content.
• “Not yet—but we’re working on shifting from representation to participation in campaign creation.”
• “We feature LGBTQ+ stories in our messaging, but realize we need to empower those individuals to tell their own stories in their own voice.”

Are our Pride efforts rooted in consistent advocacy?
Possible responses could look like:

• “Yes—we support LGBTQ+ causes year-round through volunteering, partnerships, and donations.”
• “We highlight Pride externally, but our internal policies are overdue for a DEI audit and update.”
• “We’re re-evaluating how we speak up during moments of injustice and ensuring our allyship doesn’t disappear after June.”

Are we taking real action that outlives the hashtags?
Possible responses could look like:

• “We’ve committed to LGBTQ+ inclusion training, equitable hiring practices, and safe workplace environments all year.”
• “We support Pride on social media, but we’re now exploring how our products, leadership, and partnerships align with our public values.”
• “This year, we’re pledging to listen more, learn consistently, and use our platforms to elevate LGBTQ+ voices beyond campaigns.”

Authentic allyship isn’t performative—it’s participatory, progressive, and personal. It appears in boardrooms, budgets, and brave conversations—not just in branding. Let’s hold ourselves and each other accountable for doing more than posting rainbows.

Let’s lead with courage, communicate with conviction, and take bold action that aligns with our values, regardless of the month or political season.

Here’s to a Pride Month that’s not just colorful but courageous—and a future inclusive by design, not by default.