Publicly supporting LBGTQI+ rights was once a considered a “bold and dangerous move".
While some business leaders are still concerned that engaging in the territory will invite criticism or boycotts of products, most major Australian corporations now embrace and engage with diversity.
As Sydney parties like it was 1999 at Mardi Gras 2020, the corporate world celebrated the fact there is significant upside when it comes to supporting LBGTQI rights.
This year’s line-up of big names to support Mardi Gras include principal partner ANZ bank, and major partners L’Oreal, Qantas, Salesforce, Woolworths, Myer, Amazon.com.au, Vodafone, Facebook, Google, Yak Brewing, SYD Sydney’s Airport, W Hotels Worldwide, The Star, and Gilead. Media partners include DNA, JC Decaux, KIIS1065, Star + Observer, Frooty, and Joy 94.9.
“Businesses’ and brands’ support for LBGTQI rights has evolved significantly over the past few years, transcending so-called `rainbow washing’ to become an integral part of global corporate social responsibility,” says Debbie Haski-Leventhal, a professor of management at Macquarie Business School, who specialises in Corporate Social Responsibility, social entrepreneurship, and Responsible Management Education.
“Those companies which approach LBGTQI issues thoughtfully can not only reduce the risks to their brand, sales and profits, but also improve performance and impact public opinion.
“We need to bear in mind that the Mardi Gras is not just a parade but a march for equal rights. Symbolic actions are important as they can signal the support of the firm for the community [but] a strong corporate stance on human rights in general, and LGBTQI rights in particular, can yield many benefits to the company and all its stakeholders, from economic performance and employee engagement to consumer satisfaction and loyalty.
“An increasing number of consumers want to buy from companies who publicly stand for what they believe in, and employees find such a company an engaging workplace.
“However, it is imperative to remember that this should be done, first and foremost, to support the community … otherwise it may be a PR stunt, "rainbow washing", and this can only work to a limited extent.”
According to new Sydney Mardi Gras CEO Albert Kruger, one of the most critical features of partnership with the festival is “making a statement to your industry and customers that your organisation is a safe and inclusive place to work and do business [as well as] a wonderful way to make a statement of support for our local and overseas communities.
“Publicly supporting LBGTQ rights was once a considered a bold and dangerous move before our community was accepted by mainstream society but continues to be off-limits for many conservative companies and organisations.
“But publicly promoted LGBTQ-inclusive HR policies are vital for business success and growth, especially if a company’s international reputation is of importance.
"The millennial market, in particular, is very cognisant of a company’s stance on social justice issues, and make their purchases accordingly.”
Kruger says the knock-on benefits for companies’ own internal cultures and performance is significant.
“Diverse workplaces have a variety of perspectives which boost creativity and productivity,” he says. “When employees don’t feel the need to hide and can bring their whole selves to work without fear, they’re happier, more engaged and contribute more to the workplace.
“Studies (such as a 2019 US Chamber of Commerce report) have shown that LGBT-inclusive companies attract better talent and decrease employee turnover.”
Mardi Gras 2020 principal partner ANZ bank, known for its GAYTMs in previous years, is fighting homophobic language with this year’s #LoveSpeech campaign and a film to bring attention to the negative effects hurtful language has on the LGBTQ+ community.
The unscripted film, directed by The Glue Society, portrays lesbian, gay, bisexual, transgender, intersex and queer individuals sharing their lived experiences.
ANZ is also expanding the campaign to out-of-home, with a billboard overlooking the Mardi Gras parade-route stating “Boys Should Never Wear Dresses”, only to see LGBTIQ+ graffiti artist David Lee Pereira adding "Without A Killer Pair of Heels”.
Last year, memorable campaigns included ANZ transforming street signs across the nation into Mardi Gras sculptures.
"First and foremost, this sponsorship supports our own Pride Network," says ANZ Bank's chief marketing officer, Sweta Mehra. "We are proud to see over 200 LGBTIQ+ staff and their family and friends take part in Sydney's Mardi Gras parade each year.
"Since taking up the principal partnership, we’ve seen significant increases in the numbers of staff identifying as LGBTIQ+ and increased perceptions (both internal and external) that ANZ is open and embracing of individuals being their own true selves.
"In 2017, we were incredibly proud to be named by the Australian Workplace Equality Index as Australian Employer of the Year for Inclusion.
"Our stated organisational purpose is ‘to help shape a world where individuals and communities can thrive’. If our customers are to thrive, we need to ensure they are treated with respect, dignity and equality - regardless of their sexuality, gender, race, age or ability."
Fellow major sponsor Amazon Australia marks Mardi Gras 2020 with its first Glamazon float and live activation in the village.
“Glamazon, our LGBTQI+ affinity group which was created 20 years ago, now has more than 60 active chapters around the world, and also played an important role in the creation of the Transgender Toolkit,” says an Amazon Australia spokesperson.
“The toolkit equips managers and employees with the skills and information they need to respond to and support a gender transition in the workplace.
“As our founder and CEO Jeff Bezos put it, `We’re all human, we’re all different, and we’re all equal’.”
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