For those in the know, right on the corner of Dublin’s South Great George’s Street and Dame Street is situated a Spar supermarket. This is no ordinary Spar, however… this is Ireland’s very own Gay Spar!
Swathed in rainbow decorations, the shop – located just steps from the George, the capital’s most popular gay nightclub – was initially given its affectionate nickname by the LGBTQ+ community.
What came as a pleasant surprise, however, was the individual Spar operators formally adopting the endearing moniker. While the title has unofficially been around for the better part of two decades, the shop displayed public acknowledgement and approval of its name in 2019 with a clever Pride Month window display.
The window featured a tweet by @lustx stating: “I wonder if gay spar knows it’s gay spar?” with a reply from the shop underneath saying: “We had an idea.”
Ever since, Gay Spar has continuously embraced its identity and support for the LGBTQ+ community not just during Pride Month, but year-round.
Talking the Talk
While Gay Spar proudly pins its colours to the mast on a year-round basis – not just during Pride – every June, we see many other organisations updating their logos with a rainbow, posting supportive messages on social media and generally getting on the yellow brick road.
While displaying solidarity during Pride Month is absolutely the right and decent thing to do, if it’s just a one-and-done during the month of June and not at any other time of the year, then you have to question the authenticity of some of these displays.
Pinkwashing, also known as rainbow-washing, is a pet peeve of the LGBTQ+ community. Originally derived from the equally inauthentic environmental concept of greenwashing, pinkwashing is when a brand’s support for the LGBTQ+ community is superficial and driven mainly by public image rather than genuine allyship.
Brands may have got away with this performative practice in years gone by, but not anymore. These days, media savvy consumers – especially the younger generation – have a keen radar for authenticity and are quick to call out what they see as smoke and mirror tactics. If you’re talking the talk, you better be walking the walk too.
Walking the Walk
If your brand genuinely wants to show solidarity with the LGBTQ community, here are some ways you can be real about it.
Back statements with measurable commitments
Don’t just say it. Do it. If you’re advocating for a particular group, take meaningful action through donations, speaking out against injustice, organising events or engaging with public officials and changemakers.
Centre affected communities, not the brand
Listen to the communities you are advocating for and take the time to understand their needs before speaking on their behalf. Listen first, then identify how and where your business can provide the most meaningful support.
Stick to your guns when support is difficult
Don’t be a fair-weather fan. If political tides change and your advocacy no longer seems as profitable or beneficial to your business, do not waver in your support. Stand by your values and support what your company believes in, even during the most difficult times.
Accept accountability and keep improving
If your allyship or advocacy ever falls short, take responsibility. Mistakes happen. Genuine accountability requires effort, reflection and meaningful action. Sincerity takes work, but it pays off.
Make values visible year-round, not just during cultural moments
By all means embrace those big cultural moments like Pride, but don’t let your advocacy be fleeting. Stay consistent in your actions and remain true to your company’s values all the time – not just when the cameras are on.
As gorgeous Gay Spar would tell you – if it could speak! – being a true ally means putting in the work and taking the time to gain the trust of your audience, not just one day but every day. Stand with your communities come rain or shine and you’ll reap the benefits in the long term.
About the author
Bridget Van Voorst is a Client Manager with Cullen Communications, specialising in media and influencer relations, content development and social media communication.
