How to show you're an LGBTQIA+ inclusive business without rainbow washing

The UK’s LGBTQIA+ community holds significant spending power, often referred to as the “pink pound”, worth an estimated £6 billion annually. For small businesses, this represents both an opportunity and a chance to reflect the communities they serve. Being a genuinely inclusive business not only supports your team and community but also makes commercial sense. However, businesses must go beyond surface-level gestures and avoid what’s known as rainbow washing. 

What is rainbow washing?

Rainbow washing refers to businesses promoting LGBTQIA+ inclusion publicly—particularly during Pride month—without doing the work behind the scenes to back it up. This could mean changing a logo to rainbow colours without having inclusive policies, or promoting Pride-themed campaigns while lacking internal support for LGBTQIA+ staff. 

Customers are quick to spot inauthenticity. Rainbow washing damages trust and turns away LGBTQIA+ customers, many of whom prefer to support brands that demonstrate real allyship through actions, not just seasonal marketing. 

How to show genuine support 

1. Start from within  

Inclusion begins behind the scenes. Review your policies to ensure they reflect the needs of LGBTQIA+ employees. 

• Ensure your equal opportunities policy is inclusive of all
• Ask teams to learn about inclusive language and unconscious bias. If you're looking at offering training to staff you can request free support and advice from Business Growth West Midlands on skills.
• Offer benefits that apply equally to all families and relationships
• Allow staff to include their pronouns if they wish to, in email signatures and internal systems 

2. Build an inclusive culture  

Culture matters just as much as policy. 

• Listen to feedback from LGBTQIA+ employees and customers
• Create a safe space for dialogue and make support visible all year round
• Celebrate awareness days if you can, like International Lesbian Day, Bi Visibility Day and Trans Day of Visibility alongside Pride Month 
• Free programmes like Thrive at Work can help you achieve a cultural shift

3. Show up in a meaningful way 

Visibility is important, but it should be to be backed up by action to have any real meaning. 

• If you participate in Pride events, try to also support LGBTQIA+ organisations or charities
• Promote LGBTQIA+-owned businesses and collaborate with them where possible
• Invest in community initiatives, not just ad campaigns 

4. Make your customer experience inclusive 

Check that your customer journey reflects your values. 

• Use inclusive imagery and language on your website and marketing materials
• Ensure your forms and communications don’t assume gender or relationship types
• Train frontline staff to be inclusive and respectful 

5. Be transparent  

If you’re on a journey to becoming more inclusive, say so. Share the steps you’re taking, even if you’re not perfect yet. Audiences appreciate honesty and progress over perfection. 

Why it matters  

Customers notice when businesses make genuine efforts. Done well, LGBTQIA+ inclusion builds loyalty, strengthens your brand, and opens the door to the £6 billion pink pound market. For your team, it also creates a workplace where everyone feels safe, respected and valued. 

Need help to get started?  

Business Growth West Midlands can support you with resources and guidance to help you grow a more inclusive and resilient business. Contact us for free support today. 

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