Where Have All the Rainbows Gone?
As Pride month comes to a close, the visibility of LGBTQ+ support often fades. Many corporations that embrace LGBTQ+ causes during June seem to retract their commitment once the month ends, focusing instead on profit rather than continued advocacy. This behavior isn't limited to corporations—many individuals claim to be allies by attending Pride events, but often lack awareness of the ongoing discrimination and oppression the LGBTQ+ community faces. This disconnect has led to the rise of the term "performative allyship," which highlights a superficial approach to allyship that lacks meaningful, sustained action.
Understanding Performative Allyship
Performative allyship and performative activism are terms that are often used interchangeably, but for clarity, this article will focus specifically on performative allyship. So, what exactly does this mean?
GP Strategies, a talent transformation provider, defines performative allyship as a form of superficial activism that prioritizes the appearance of allyship over meaningful action. This type of allyship creates a false sense of progress and can, in fact, reinforce existing inequalities. It occurs when individuals or organizations attempt to show support for marginalized communities without taking the necessary steps to create real change or provide tangible support.
Additionally, We Shape Tech, a global platform dedicated to fostering diversity and inclusion in technology, argues that performative allyship is often employed to gain social capital, using marginalized communities as a tool for personal or corporate gain without a genuine commitment to their well-being or rights.
Performative Allyship: Individual and Organizational Perspectives
Performative allyship manifests at both individual and organizational levels. However, many discussions center on how companies claim to support marginalized groups, particularly through promoting workplace diversity, without providing opportunities for marginalized individuals to thrive in their roles.
We Shape Tech outlines various signs of performative allyship, offering examples of how it appears at both the individual and organizational levels. At the individual level, performative allyship might include:
- Avoiding personal responsibility for addressing systemic issues
- Refusing to engage in difficult or uncomfortable conversations
- Offering surface-level support, such as posting on social media without any follow-through
- Denying the lived experiences of marginalized groups, including the LGBTQ+ community
- Boasting about supporting a cause without meaningful action
Meanwhile, at the organizational level, examples of performative allyship include:
- Leaders offering hollow statements of solidarity without tangible actions to support marginalized employees
- Public claims of equality that lack policies protecting marginalized groups
- Job advertisements and company websites promoting diversity while failing to implement inclusive hiring practices
- Ignoring complaints of discrimination
- No real, sustained change within the organization
- A homogenous leadership team, despite claims of diversity and inclusion
Examples of Performative LGBTQ+ Allyship
When searching for examples of performative LGBTQ+ allyship, there are plenty of discussions that highlight the contradictions between outward support and underlying attitudes. In a March 2023 article for HuffPost, Ian Kumakoto referenced a Northwestern University study that revealed a striking contradiction: 8.5% of people who identified as allies of sexual minorities expressed discomfort about living next to a gay person.
This statistic, while seemingly small, underscores a significant hypocrisy—how can one claim to support LGBTQ+ rights while simultaneously harboring discomfort towards LGBTQ+ individuals? Such attitudes reflect the core issue of performative allyship: a disconnect between words and actions.
Further illustrating this point, Emory Vela, a GLSEN Student Ambassador, shared an example of performative allyship from their own experience. A classmate who regularly attended Pride events claimed to be an ally, yet simultaneously used homophobic slurs without hesitation. Vela notes that within their GSA (Gay-Straight Alliance) group, the common sentiment is that allyship is often reduced to a superficial gesture—a cisgender, straight person saying "I support you" and then leaving it at that, without any follow-through or real engagement in the fight for LGBTQ+ rights.
Combating Performative Allyship: Effective Strategies for Allies and Organizations
Pride Month, while an important time for celebration and visibility, represents just one part of the ongoing work for LGBTQ+ rights. Support from allies and organizations should not be confined to June. In fact, performative allyship often emerges when businesses and individuals seem supportive during Pride Month but fail to maintain that commitment year-round.
To effectively combat performative allyship, both individuals and organizations must take meaningful action. For companies, there are several key steps they can take, as outlined by Entrepreneur:
- Elevate LGBTQ+ Voices
Pride Month exists as a platform for LGBTQ+ voices, not for allies to center themselves. Companies should use their influence to uplift queer voices, ideally extending this support beyond Pride and maintaining visibility for the community year-round. - Align Actions with Support
While many companies claim to be LGBTQ+ allies, some continue to fund organizations that do not support LGBTQ+ causes. Companies need to ensure their financial backing goes to LGBTQ+ advocacy groups, without using it as a self-congratulatory marketing tool. - Show Consistent Allyship in the Workplace
Organizations should demonstrate support for LGBTQ+ employees year-round, not just during Pride. This includes implementing inclusive workplace policies, supporting employee resource groups, and fostering an environment where LGBTQ+ staff feel safe and valued. - Transparency and Accountability
Companies should be transparent about their diversity and inclusion efforts, sharing data on workforce demographics to demonstrate their commitment. Publicly available metrics hold companies accountable and encourage others to follow suit. If an organization claims diversity but lacks representation, it risks being called out for performative actions.
GP Strategies outlines three pillars for addressing performative allyship in the workplace:
- Measurement
To foster an inclusive workforce, companies must collect data through surveys, interviews, and focus groups. By understanding the current diversity landscape and studying how privileged groups reached leadership roles, organizations can identify gaps and work to extend those opportunities to marginalized groups. Continuous assessment will ensure progress is being made. - Planning
After gathering data, companies should develop a strategic plan that includes specific goals, timelines, and key performance indicators (KPIs). These goals should be challenging yet achievable, creating a roadmap for real progress. - Accountability
Holding leaders and managers accountable for meeting diversity and inclusion goals is critical. This can be done through regular engagement surveys, performance reviews, and, if necessary, more serious consequences for failure to meet DEI objectives. Accountability ensures that companies stay on track and are committed to making real, lasting change.
By prioritizing these strategies, organizations can move beyond performative allyship and foster an environment of true inclusion and support for the LGBTQ+ community.
True Allyship: Actively Supporting the LGBTQ+ Community
A toolkit published by North Carolina State University for LGBTQ+ allies underscores that true allyship is an ongoing, active process, not merely a label. For those who identify as allies, it’s essential to understand the complex history between the LGBTQIA+ community and the dominant cultural narrative. Allies can deepen their understanding by engaging in activities such as participating in discussions or joining LGBTQ+ book clubs.
The toolkit highlights that allies must recognize their own positionality and how their privileges affect the communities they seek to support. This awareness enables them to know when to leverage their privilege to advocate for LGBTQ+ issues, both publicly and behind the scenes. True allyship requires allies to continually learn and reflect on their role in supporting the LGBTQ+ community in meaningful, action-oriented ways.
Redefining Allyship and Finding Fulfillment
For years, companies have taken advantage of Pride month, profiting from merchandise and marketing that align with a trend toward LGBTQ+ acceptance. However, with the current political climate becoming more hostile, retailers seem to be stepping back, trying to appease everyone while adjusting their approach to inclusivity.
The problem is that while companies may relocate Pride-themed products to the back of the store or only offer them online, many LGBTQ+ individuals don’t have that luxury. We can’t simply mask our identities for safety, nor should we have to. Unfortunately, as the environment becomes more hostile, we are forced to confront discrimination year-round.
In recent years, the treatment of LGBTQ+ people has shifted, and for many, it feels more dangerous. But even amid this growing fear and uncertainty, it’s important to reflect on our purpose as a community and how we can continue to create meaningful change.
Instead of seeking validation from corporations or performative allies, we must look within ourselves and our community for fulfillment. By prioritizing our emotional well-being, we can build the strength and resilience needed to drive meaningful change. As we strengthen ourselves, we can empower the entire LGBTQ+ community to break barriers and shape a more inclusive future.
And remember: every day is all we have, so you've got to make your own happiness.
For more information on this topic, listen to Episode 110. Where Have All the Rainbows Gone?
Tune into your favorite podcast player every Tuesday for new episodes of A Jaded Gay.
