The crisis was a catalyst for talking about Diversity and Inclusion, and it took almost five france companies email list years to clean the company’s reputation. However, the criticism from the LGBTQIA+ community is still there. Barilla is still accused of pink washing. After the homophobic comments of their CEO, adding a rainbow to the package is not enough to show solidarity with the community. This cautionary tale teaches us that if we really want to enter the “LGBTQIA+ friendly wave” we have to make sure to do it with the right intentions.
Let’s think. Why do brands choose to show themselves as diverse? Younger generations are more aware of some of the world’s problems. Thus, they are more willing to support more altruistic causes. And that is how diversity and inclusion have become one of the main interests of these new generations. For example, according to Deloitte, 83% of millennials are more engaged when they think their company fosters an inclusive culture. As no one wants to stay behind, the decision-makers of big enterprises are looking for ways to meet the rising expectations of the general audience.