2025: How Public Figures and Brands Must Lead in LGBTQ+ and Anti-Racist Advocacy Authentically
Performative Advocacy is Over. Here’s How to Step Up in 2025.
In 2025, audiences (and me) have grown tired of empty gestures from brands and public figures. Rainbow logos in June, hashtags during Black History Month, or vague statements about “standing in solidarity” are no longer enough. People see through the performative activism—and they’ve had enough.
As someone working in PR, I’ve sat in meetings where brands ask, “It’s Pride Month—should we do the logo?” That’s it. No discussion of actionable support, no mention of long-term commitments—just a tick-box exercise to “acknowledge” the month and move on.
Here’s the hard truth: if your advocacy begins and ends with a logo, you’re part of the problem. Today’s audiences are savvier than ever, and they can spot the difference between genuine support and a shallow PR move. Worse, this kind of performative effort doesn’t just fail—it actively harms the communities you claim to support.
Why Performative Advocacy Fails
In 2025, throwing a rainbow logo on your profile during Pride isn’t a statement—it’s a shrug. Support for marginalised communities should be an unspoken baseline, not a momentary marketing decision. A hollow gesture, disconnected from meaningful action, doesn’t say, “We’re allies.” It says, “We hope this keeps us out of trouble.”
Audiences aren’t buying it anymore. A colourful logo or a recycled solidarity post feels more like a performance than a commitment, especially when it disappears the moment the calendar moves on. Support without substance doesn’t communicate allyship; it screams optics. And worse, it risks making your “effort” look opportunistic at best, and insulting at worst.
Advocacy isn’t about moments—it’s about momentum. Marginalised communities don’t need breadcrumbs of visibility or one-off gestures. They need action that reshapes policies, redistributes resources, and drives systemic change. If all you’re offering is a logo, don’t mistake that for allyship. Because in 2025, support isn’t a trend to highlight—it’s a given. The real work starts where the logos end.
Fear Is Not an Excuse
One of the reasons brands and public figures hesitate to act is fear—fear of doing it wrong, of getting backlash, or of being “too political.” But in today’s world, silence speaks louder than action ever could.
By doing nothing, you’re not avoiding mistakes—you’re making one. Advocacy isn’t about getting it perfect; it’s about showing up, learning, and committing to real change.
What Real Advocacy Looks Like in 2025
It’s time to stop asking, “Should we change the logo?” and start asking, “What are we actually doing to make a difference?” Advocacy isn’t a trend or a marketing moment—it’s a responsibility. Whether you’re a public figure, a multinational corporation, or a small business, here’s how to step up with integrity and impact:
1. Take It Beyond the Logo
A rainbow logo or a solidarity post isn’t advocacy—it’s the bare minimum. If that’s all you’re offering, don’t bother. Real support starts where the logos end.
• Public Figures: Use your platform to amplify the voices of LGBTQ+ leaders, activists, or organisations. Share their stories, donate to their causes, and attend events—not just for the photo op but to genuinely engage.
• Large Companies: Fund initiatives that create systemic change, such as workplace protections, healthcare access for trans employees, or long-term partnerships with advocacy groups.
• Small Businesses: Host community events or sponsor local organisations that align with your values. Even a small donation or collaboration can have a big impact when done authentically.
2. Act Year-Round, Not Just During Awareness Months
Advocacy doesn’t have an expiration date. Pride, Black History Month, or International Women’s Day shouldn’t be the only time you show up.
• Public Figures: Be consistent. Don’t only post when a cause is trending—let your actions show sustained support. For example, work on long-term campaigns, like funding scholarships or mentorship programs for underrepresented groups.
• Large Companies: Build advocacy into your DNA. Create programs that operate year-round—like funding LGBTQ+ health clinics or mentoring Black-owned startups. If it’s not in your budget, redirect marketing funds from performative campaigns to actionable projects.
• Small Businesses: Integrate advocacy into your everyday operations. Source from diverse suppliers, ensure your workplace is inclusive, or offer discounts for marginalised community members throughout the year.
3. Be Proactive, Not Reactive
Don’t wait for a crisis or backlash to take a stand. Advocacy is most powerful when it’s proactive.
• Public Figures: Speak up before it’s “safe.” Whether it’s LGBTQ+ rights, racial equity, or gender justice, don’t wait for everyone else to weigh in. Authenticity matters more than timing.
• Large Companies: Lead from the front. Advocate for systemic change, like lobbying for anti-discrimination legislation or implementing equity policies that can serve as industry benchmarks.
• Small Businesses: Set an example in your community. Partner with local leaders or grassroots organisations to address pressing issues, showing that small businesses can make a difference, too.
4. Centre the Communities You’re Supporting
Tokenism won’t cut it. Advocacy is about listening to the people most affected and amplifying their voices—not speaking over them.
• Public Figures: Stop speaking for communities. Instead, uplift their leaders, defer to their expertise, and compensate them for their time.
• Large Companies: Hire diverse talent in leadership roles, pay for consultancy from community advocates, and let their insights shape your initiatives.
• Small Businesses: Partner with local organisations or leaders from the communities you’re supporting. Make your business a platform for their work and ensure they benefit directly.
5. Own Your Gaps and Commit to Learning
You don’t need to have all the answers—but you do need to own your shortcomings and commit to improving.
• Public Figures: If you get it wrong, apologise sincerely, explain what you’ve learned, and share how you’ll do better. Perfection isn’t the goal; growth is.
• Large Companies: Audit your workplace, marketing, and supply chain for gaps in representation or inclusivity. Outline clear steps to address these issues and share progress transparently.
• Small Businesses: Be honest with your customers and employees about where you’re falling short. Whether it’s diversifying your staff or sourcing ethically, small changes build credibility.
Advocacy Is a Responsibility, Not a Marketing Strategy
Real advocacy looks different depending on your platform, size, or resources, but the principle is the same: meaningful action over shallow gestures. Whether you’re posting on Instagram or running a billion-dollar enterprise, advocacy isn’t about looking good—it’s about doing good. In 2025, it’s time to stop performing and start participating.
The Time for Shallow Gestures Is Over
When I sit in meetings where brands debate whether to add a rainbow to their logo, I can’t help but think: this is exactly why people don’t trust corporations. Advocacy has to be more than optics—it has to be real.
Good PR isn’t about crafting a façade. It’s about amplifying actions that align with your values and drive real change. In 2025, brands and public figures have an opportunity to lead with courage, integrity, and substance—or to be left behind as audiences demand more.
If you’re afraid of getting it wrong, remember this: action, even imperfect action, is better than doing nothing. Silence speaks volumes—and not in the way you want.
This year, don’t just “do the logo.” Do the work. Because the world doesn’t need another tick-box campaign. It needs real change. And that starts with you.