June knocks on the door bringing a flood of companies in favor of diversity – and the chance to change the game for the whole year
LGBT Pride Month around the world here in Brazil has been gaining commercial support in recent years. Real support, because the company really wants to help the cause; hypocritical support, because the world has been demanding it “not to look ugly”; or even slot machine support, because Pink Money exists and shines in the eyes of those who want to fill their pockets.
Because we have as a prime example the resounding success of the São Paulo Parade. It is the second event that injects the most money into the capital of São Paulo, behind only the luxurious Formula 1. Around R$ 500 million were moved in 2023, according to data from the São Paulo City Council itself.
The same city hall that many years ago realized the social, political and economic, as well as tourist, importance of the event and supports its implementation with infrastructure, something around R$1 million per year. It is a return more than 500 times greater than the investment.
Justice will be done for some genuine initiatives, but June brings to light all kinds of people who love LGBT, whether they really are or not.
So how can it not be a new Eldorado on the trail of those looking for gold like the private sector? Wealth with added value, with a social conscience demanded, no longer just welcomed, by the market, by consumers. It’s not a bad thing depending on what comes of this initiative, if anything.
June is a trap for us to confuse the genuine and the hypocritical, both dressed in rainbows for this occasion. The hope is that one motivates the other, that is, that this slot movement brings permanent diversity policies within companies, the effective hiring of LGBT+ people for all levels of positions, the desire to do things differently from now on.
A famous supermarket chain, to cite a real example, after many mistakes against our population sought to hire trans people, in addition to being an official member of forums that provide guidance on more diverse companies. An advance that was born from not so cool episodes, but which gained a better future. It can be done.
All this color on company avatars from tomorrow onwards is beautiful, it makes a statement, it is indeed a step forward. But that rainbow cannot fade when June ends and the pot of gold at the end of it is found.
By Ezatamentchy
Source: Maxima
I am an experienced author and journalist with a passion for lifestyle journalism. I currently work for Buna Times, one of the leading news websites in the world. I specialize in writing stories about health, wellness, fashion, beauty, interior design, and more. My articles have been featured on major publications such as The Guardian and The Huffington Post.