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