Scale Back, Same Fight: German Corporations Tone Down Pride Month Support this Year
Companies in Germany Decrease Participation during Pride Month Celebrations
Pride Month, a time for the LGBTQ+ community to celebrate and fight for equality, also sees businesses showing their solidarity. Traditionally, this has meant logo changes and financial contributions to parades. Yet, this Pride Month, it seems many big German companies are dialing back their support.
Breaking the Rainbow Trend:
Familiar sights like the rainbow logos of Lufthansa's crane, SAP's software emblem, or BMW's stance have been notably absent this year on LinkedIn. Apart from brief mentions and consistent dedication to equity and inclusion, these corporations have yet to provide tangible reasons for this shift from the vibrant Pride colors.
Quieting the Chatter:
A Lufthansa spokesperson directs us to their Pride activities in various countries, while rainbow flags proudly adorn the entrances of their buildings. SAP maintains its commitment to inclusion, yet consistent with a more subtle approach this year. BMW voices its dedication to employee respect and diversity throughout the year, highlighting internal networks and anti-discrimination measures.
BASF, on the other hand, focuses on more substantial social media contributions to foster interaction with the community during Pride Month.
Controversial Rainbow Logos:
Corporate rainbow logos have long been a subject of debate, with some viewing it as image maintenance rather than genuine solidarity. Critics argue companies like BMW showed support only in Western countries in 2021[1]. With this year's more restrained approach, it is possible some corporations based their decisions on such feedback.
A Wider Context:
Decreasing corporate financial support for LGBTQ+ events is also yousefully reported by organizations in Berlin, Cologne, and Munich[2]. Notably, this year no US company sponsors the Berlin CSD, a first. Similar trends are observed in Cologne and Munich. The pullback could be due to guidance from US headquarters, influenced by the political climate under former President Trump[5].
Between juggling economic concerns, political pressure, and societal shifts, what exactly led these German corporations to tone down their Pride Month engagement remains unclear. For a more concise understanding, further data specific to German corporations in 2022 is needed.
Article first published on capital.de.
Sources: ntv.de
- Lufthansa
- SAP
- LGBTQ+ Community
The Commission, the Council, and the European Parliament may question the financial contributions and public showcase of support from the industry, particularly corporations like Lufthansa, SAP, and BMW, towards the LGBTQ+ community and Pride Month events. The decrease in Pride Month engagement by these businesses could be a response to societal pressure, economic concerns, or political influence, such as the impact of the political climate under former President Trump on US headquarters.
