Rainbow Watch Finland 2021

This post tracks Finnish brands' and companies' LGBT+ themed marketing during Pride month, out of interest for the phenomenon and to inspire concrete action. Who's speaking louder than words in 2021?

The most common way brands participate in Pride is by briefly swapping their social media logo for a rainbow-colored version. Unfortunately, that is all too often all we see.

Sponsoring a Pride event is a very concrete action: The table below includes all sponsors of this year's Pride Week in Helsinki, from main partners to other levels of support. The levels of support are lifted directly from the Helsinki Pride partner page.

More organizations will be added as the campaign season gets going.

The links below company names point to statements etc. about this year's Pride participation. With a month to go until the main events, many Helsinki Pride sponsors are yet to announce in their own channels.

More than virtue signalling

Companies are finding ways to connect on diversity and inclusion themes both internally and across organizations. Known internal LGBT+ networks get mentioned below; links are provided to open networks which the organizations are members of.

When local senior LGBT+ leaders in  organizations are making issues visible through their person, available public information on that is also linked. No minority representative should ever be compelled to step up – but when someone does, it is usually telling.

Finally, public evidence of specific and concrete examples of LGBT+ inclusion actions are linked as inspiration for actual change. "We are doing multiple things," "constantly developing our processes," or "not discriminating anyone" is not quite there.

The last column sums up the situation from a communications perspective, from 🤨 to 🤩.

Here's hoping for as many real actions as we see rainbow flags and press releases!

Iloista Pridea / Happy Pride 🌈

Spot any brands or actions to add? Please shoot an email to pride@anttiabel.com or use the contact page. Please include links to press material, social media posts etc. with relevant information.

I will update the list on a rolling basis through June. NGOs, associations, political organizations, very small businesses, etc. will mostly be excluded from the listing.

Huomaatko lisättävää tai päivitettävää? Lähetä sateenkaarivinkkisi pride@anttiabel.com ja pane linkit mukaan lähteeksi.

Words and deeds

x	Rainbow mode activated?	Pride sponsor (Helsinki 2021)	Networks	Out leaders involved in messaging	Actions beyond promotion	s
Aalto henkilöstöpalvelut		-				🤨
Aalto University Executive Education		-		Article, Video		😊
Accenture Suomi		Silver	Yes		Workplace equality site	😁
Advance B2B		-				🤨
Alko		Gold				🙂
Alma Media		-				🤨
Asianajajaliitto		Platinum				😊
AskKauko		Silver				🙂
Bayer		-	BLEND			😊
Borenius		Main			Legal help	😊
Box by Posti		Silver				🙂
Burger King		Silver				🙂
CGI Pride radio		Gold	Pride@CGI		Examples	😁
Clarion		Gold				😊
Deloitte Finland		-	GLOBE			😊
Dentsu		-	&Proud			🙂
DHL Express Finland		-	PrOut@Work Foundation			🙂
Dirty Agency		Silver				🙂
DNA		Silver				🙂
Dottir Attorneys		-				🤨
Efecte		-				🤨
Elisa		Silver		Yes		😊
Espoon tapahtuma- ja kulttuuri- palvelut Press release		Gold				🙂
EY		Gold	EY Unity		Guide (pdf)	😁
FCF Wrestling		-				🤨
Finnish Design Shop		Silver				🙂
Finnkino Press release		Platinum				😊
Fonecta		-				🤨
Forum		Platinum				😊
Helsingin kaupunki Press release		Main	Queer Stadi	Yes	Examples	🤩
Helsingin jäähalli		Gold				🙂
Helsingin Sanomat		Main				😊
Hopkins		Silver				🙂
Houston Analytics		-				🤨
Huutokauppa Helander		-				🤨
IKEA		Silver	Workplace Pride, Stonewall		Examples	😁
Iittala		Silver				🙂
Iltalehti		-				🤨
iRobot Finland		-				🤨
ISS Instagram post		Platinum				😊
Isännöintiliitto		-			Examples	🙂
Karhu		Platinum				😊
Kela Press release		Silver	Kelan sateenkaari- verkosto			😊
Kiinteistömaailma Facebook post		Silver				🙂
Kone Twitter post		Silver	Workplace Pride			😊
Lumene		Silver				🙂
Management Events		-				🤨
Marimekko		Platinum				😊
Matkahuolto		Silver				🙂
Menevä-taksi		-			Sponsoring flags	😊
Mehiläinen		-				🤨
Moomin		Silver		Yes		😊
MPS		-				🤨
Musti ja Mirri Facebook post		Silver				🙂
Nitor		-				🤨
Nitro Facebook post		Platinum				😊
Nokia CEO interview		-				🙂
Nordea Press release		Gold				🙂
Oikotie		Silver				🙂
Paulig Press release		Silver				🙂
Pfizer Suomi		-	Out Pfizer Employee Network		Examples
Pinpops		Silver				🙂
Radio Helsinki		Silver				🙂
Rajupaja		Platinum				😊
Reaktor		Gold				🙂
Rovio		-				🤨
Rundit		-				🤨
SAK		Silver				🙂
Skanska		-				🤨
S-ryhmä		Silver			Examples	😊
TBWA\Helsinki		Platinum				😊
Taksi Helsinki		-				🤨
TEK Press release(?)		Silver				🙂
Tekir LinkedIn post		Silver				🙂
Telia		Silver				🙂
Terveystalo Facebook post Blog post		Silver				🙂
TietoEVRY		Silver				🙂
Universal Music Finland		-				🤨
Varma Press release		Silver	Pride gang		Examples	😁
Videolle		Silver				🙂
Visma		-	(unspecified)			🙂
VR		-				🤨
Wolt		-				🤨
WSOY		Gold				🙂
Ylva		Platinum				😊
Zalando		Main	Diversity Guild		Pride FAQ	😁

Updates:

June 30: added Advance B2B, Iltalehti, MPS, VR, Skanska, Isännöintiliitto; updated Terveystalo, WSOY logos; added Borenius example, Terveystalo blog post

June 22: added Rundit, Nitor; updated Zalando logo; added Tekir press release

June 17: added Dentsu, Aalto henkilöstöpalvelut

June 16: added Taksi Helsinki, Management Events, Efecte, iRobot; updated scoring emojis

June 15: added Mehiläinen, DHL, Aalto EE

June 14: added more latecomer Pride sponsors: Accenture, Asianajajaliitto, Box, Helsingin Sanomat, Iittala, Moomin, Oikotie, Radio Helsinki, Rajupaja, Reaktor, Tekir, WSOY; added spotted rainbows Houston, Helander, FCF Wrestling; updated logos Alko, Forum, Matkahuolto, TEK
+ added v1 of scores

June 11: added Deloitte Finland, Pfizer Suomi, Universal Music FI, Paulig, Lumene, Burger King, Matkahuolto, Dirty Agency, Pinpops, Dottir, Rovio, Bayer; updated Varma, SAK, Musti ja Mirri, ISS logos

June 10: added Alma Media, Visma logos

June 9: added Menevä, Fonecta; updated TietoEVRY logo

June 8: added Wolt logo

June 7: published v1.0