By Santos Valenzuela

Pride is a time to celebrate identity, reflect on progress, and recommit to inclusion — not just during the month of June, but all year round. At Dialogue, we believe in the power of meaningful and authentic inclusive marketing that goes beyond rainbow flag campaigns. As communicators, we have a responsibility to guide brands in building genuine, long-term relationships with the LGBTQ+ community.

In today’s landscape, audiences are increasingly attuned to performative gestures. Rainbow-washing — the use of LGBTQ+ symbols without genuine support — can do more harm than good. Authenticity matters. The brands making a real impact are those that listen to queer voices, collaborate with LGBTQ+ communicators, and show sustained support throughout the year.

Hiring an LGBTQ+ influencer or creator for example should never be a box to check, part of a personal agenda — nor is it always the right solution. True inclusion goes beyond casting. It means understanding the purpose of the campaign, aligning with the right voices for the message, and building relationships that respect the full spectrum of queer identities and experiences. Thoughtful collaboration drives real impact.

At Dialogue, we’re proud to celebrate and support our own LGBTQ+ team members. Their voices, experiences, and perspectives enrich the work we do and help shape more inclusive, culturally relevant strategies for our clients. We know that representation behind the scenes matters just as much as visibility on screen or in campaigns.

True inclusion isn’t a one-month effort with a rainbow logo — it’s a long-term commitment. That means investing in diverse talent, advocating for equity from within, and elevating queer-led initiatives authentically, not just during Pride, but every day.

As we move forward, we challenge ourselves and our partners to go deeper — to ensure that Pride is not a seasonal marketing moment, but part of a broader commitment to celebrating our diversity as members of the human race.