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Standing up for Pride | Purposeful Connections

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Pride started with a riot. In June 1969, police raided Manhattan's Stonewall Inn, intending to take advantage of a "cross-dressing" law which stated that individuals needed to wear a certain number of clothing items matching the gender on their IDs. This often led to the arrests of transgender and non-gender conforming people. While this was unfortunately a common occurrence at drinking establishments during that time, on this night the patrons fought back.

Sadly, the fight for LGBTQ+ rights is not over. While Pride month is largely a celebration of how far we've come to support the rights and beliefs of LGBTQ+ individuals, it's also a somber reminder that true equality is still out of reach. And, as with all "months" and "days," Pride is truly a year-round movement, and we encourage you to join us in supporting it every day. Here are a few organizations and resources you can support and learn from:


  • Pride Foundation

  • The Trevor Project

  • National Gay and Lesbian Chamber of Commerce

  • Human Rights Campaign



PS: Make sure you read our latest article for Sustainable Brands about "measuring what matters" with EPiQ.

Standing up for Pride.

Does it seem like less brands have donned a rainbow logo this Pride Month? That's because more companies see being "out and proud" as a risk—and we feel this is a big step backward. Brands ranging from Target to Bud Light have recently folded under pressure from groups who attacked their LGBTQ+ initiatives, but not all companies are standing down. Oreo, Chispas, Major League Baseball, and Trip Advisor are among the companies proudly showing their support for Pride. And while (as with anything related to social impact) we believe companies need to back up performative marketing with concrete commitments and actions, we still commend the brands that are standing up when others are standing down.

  • AdWeek—These brands are still flying the rainbow flag for pride month

  • The Guardian—Parades but no public posts: Which brands are supporting Pride in the wake of backlash?

  • The Trevor Project—Show your pride with our product partners

  • The Drum—Pride 2023: How brands like Tinder and Lime are showing their support

Ready or not.

More than half of Americans have already made, or plan to make, sustainable lifestyle choices. Yet, there is a persistent narrative that consumers aren't ready or willing to "change their lifestyle for the sake of sustainability." It's time for brands to step up as educators and partners in alignment with consumer desires for a more sustainable future. Triple Pundit notes that "findings like these indicate we've reached a critical moment when ideologies can align, and brands can show up as partners for consumers looking to play a role in the future they want to see."

  • Triple Pundit—Americans are ready to change their behavior for the sake of sustainability: Are brands willing to help?


Electronics brands tend to take mixed approaches to the idea of consumers repairing their own devices. Apple, for example, has been a staunch opponent of DIY repair, even voiding warranties if customers so much as open up their devices. iFixit, a company founded in a Cal Poly dorm room in 2003, has remained true to its mission since day one: to give anyone the knowledge and tools to repair the things they own, whether a laptop, mouse, car, or oven. iFixit has long been a proponent of “right to repair laws,” which go beyond merely allowing consumers to fix their own products, given that 96% of independent repair shops have to turn customers away due to manufacturer rules. Now, iFixit is partnering with Logitech to make repairing its own products easier and more accessible.

  • Sustainable Brands—Logitech partners with iFixit to advance circularity goals

  • iFixit—Right to Repair

Passive hostility. Lack of support. Indifference.

These are all traits of toxic workplaces, and according to recent research, this is reality for 80% of organizations. Aside from these issues, experts say toxicity in the workplace can range from clear instances of abusive behavior to asking for help, only for nothing to change. Beyond the impact on employee morale and wellbeing, toxic workplaces are less effective, essentially setting employees (and businesses) up to fail: "The disenfranchisement of our human resources is leading to significantly reduced productivity, and this is silently eroding the profitability of businesses globally." Interestingly, employees with higher levels of psychological wellbeing are those most likely to leave toxic workplaces, while those with lower psychological wellbeing remain as "passive rejectors."

  • FastCompany—80% of workplaces are toxic. Is yours?

What job would you take after being CEO of a 160-year-old, multi-billion-dollar international company? We invited Michael Dolan, CEO of Mijenta and former CEO of Bacardi, to share why the significance of sustainability led him to create a new company that demonstrates that it’s possible to pursue premium quality, purpose, and profit all at the same time.


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