Banks across the globe are honouring Pride month this June, with many launching campaigns designed to celebrate the LGBTQ+ community. Evie Rusman analyses their efforts
Pride month is celebrated every June as a tribute to those who were involved in the Stonewall riots in 1969. These protests changed gay rights for a lot of people in America and beyond.
Go deeper with GlobalData
Pride month aims to teach tolerance, educate people in Pride history, and continue the move towards equality.
In light of this, several banks and financial institutions have announced their support of the LGBTQ+ community through a series of social media campaigns and initiatives.
Barclays
This year, Barclays has used Instagram to educate employees and customers through grid posts and stories. The posts highlight LGBTQ+ resources and education tools, as well as encourage people to speak up and share their stories.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataThe bank also has a series of videos on its website, in which colleagues discuss topics, such as personal pronouns, avoiding microaggressions, and gender identity.
Barclays says: “Championing equality, understanding, respect and inclusivity for the LGBT+ community is important to us. Making everyone feel comfortable being themselves at work is central to our culture. We nurture this through activities and initiatives, and building networks for colleagues to connect.”
Another way Barclays is trying to help is through its partnership with Open for Business, which is a coalition of global companies making the case that inclusive, diverse societies are better for business and economic growth.
According to the BCG, diverse teams are better positioned to unlock innovation and achieve financial success. The figures show that companies with above-average diversity produced a greater proportion of revenue from innovation (45% of total) than from companies with below average diversity (26%).
Other financial institutions including Mastercard, American Express and Deutsche Bank are also part of the Open for Business coalition.
Lloyds
Lloyds Bank says: “Over the last decade, we’ve made much needed progress towards LGBT+ equality as an organisation, creating an inclusive and open working environment for both our colleagues and customers and the Rainbow Network has played a pivotal role in our approach to this.”
Aside from this, the bank also launched a set of Instagram stickers, which users can find by searching “always proud”.
Adding to this, Clayton Mercieca, ARC Malta President, says: “This support by HSBC gives the LGBTIQ community a renewed hope to rebuild and reunite once again in this difficult period.
“We are thrilled to partner up with such a world-renowned bank, and whatever shape Pride takes this year we will ensure that this year’s message ‘You are included’ is delivered.”
Citi
Citi also works closely with local organisations, such as The Rainbow Project and Love Equality, in Northern Ireland to bring together politicians and local advocates in support of same-sex marriage.
For this Pride month, Citi has partnered with the New York Mets, who are hosting a Pride Night on 25 June at Citi Field.
The Coca-Cola sign above right field will be illuminated in the Pride Rainbow and in-game programming will be focused on celebrating the LGBTQ+ community. In addition, the first 12,000 fans in attendance will receive an exclusive Mets Pride T-Shirt, provided by Citi.
