Banks across the globe are honouring Pride month this June, with many launching campaigns designed to celebrate the LGBTQ+ community. Evie Rusman analyses their efforts 

Pride month is celebrated every June as a tribute to those who were involved in the Stonewall riots in 1969. These protests changed gay rights for a lot of people in America and beyond.

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Pride month aims to teach tolerance, educate people in Pride history, and continue the move towards equality.

In light of this, several banks and financial institutions have announced their support of the LGBTQ+ community through a series of social media campaigns and initiatives.

Barclays

UK-based Barclays is one bank looking to spread light on the LGBTQ+ community. Over the years, the bank has introduced a number of initiatives to support its members.In fact, Barclays is one of the only five banks to appear on LGBTQ+ charity Stonewall’s UK list of the 100 top employers, along with Bank of America, Citi, Credit Suisse and Macquarie.

This year, Barclays has used Instagram to educate employees and customers through grid posts and stories. The posts highlight LGBTQ+ resources and education tools, as well as encourage people to speak up and share their stories.

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The bank also has a series of videos on its website, in which colleagues discuss topics, such as personal pronouns, avoiding microaggressions, and gender identity.

Barclays says: “Championing equality, understanding, respect and inclusivity for the LGBT+ community is important to us. Making everyone feel comfortable being themselves at work is central to our culture. We nurture this through activities and initiatives, and building networks for colleagues to connect.”

Another way Barclays is trying to help is through its partnership with Open for Business, which is a coalition of global companies making the case that inclusive, diverse societies are better for business and economic growth.

According to the BCG, diverse teams are better positioned to unlock innovation and achieve financial success. The figures show that companies with above-average diversity produced a greater proportion of revenue from innovation (45% of total) than from companies with below average diversity (26%).

Other financial institutions including Mastercard, American Express and Deutsche Bank are also part of the Open for Business coalition.

Lloyds

To celebrate Pride, Lloyds has launched its 2021 LGBT+ and Ally Role Model list, which aims to shine a light on employees within the Group who have been nominated for their outstanding impact towards LGBT+ diversity and inclusion.The list was compiled by the Group’s professional network for LGBT+ colleagues, Rainbow.

Lloyds Bank says: “Over the last decade, we’ve made much needed progress towards LGBT+ equality as an organisation, creating an inclusive and open working environment for both our colleagues and customers and the Rainbow Network has played a pivotal role in our approach to this.”

Aside from this, the bank also launched a set of Instagram stickers, which users can find by searching “always proud”.

HSBC 

HSBC has also been putting its money where its mouth is, recently announcing a partnership with Allied Rainbow Communities (ARC). The moves makes HSBC the main sponsor of Malta Pride Week 2021, which is set to take place between 10-19 September. Through the alliance, HSBC will sponsor all of the ARC-led events taking place throughout the week.Crawford Prentice, Head of Wealth and Personal Banking at HSBC Malta, says: “June is Pride Month so it’s a great time to be announcing this new agreement with ARC and to celebrate HSBC’s commitment to LGBT+ inclusivity.”

Adding to this, Clayton Mercieca, ARC Malta President, says: “This support by HSBC gives the LGBTIQ community a renewed hope to rebuild and reunite once again in this difficult period.

“We are thrilled to partner up with such a world-renowned bank, and whatever shape Pride takes this year we will ensure that this year’s message ‘You are included’ is delivered.”

Citi 

Joining Barclays on Stonewall’s Top 100 Employer list is Citi Bank, ranking 7th overall.Citi boasts a strong position in the ranking – according to Stonewall, this is because Citi has “undertaken a diverse and creative range of activities”. For instance, the bank organises awareness-raising events like Bi 101 and Trans 101, with tailored content for their reception and hospitality teams designed to support them in providing inclusive services for guests and clients.

Citi also works closely with local organisations, such as The Rainbow Project and Love Equality, in Northern Ireland to bring together politicians and local advocates in support of same-sex marriage.

For this Pride month, Citi has partnered with the New York Mets, who are hosting a Pride Night on 25 June at Citi Field.

The Coca-Cola sign above right field will be illuminated in the Pride Rainbow and in-game programming will be focused on celebrating the LGBTQ+ community. In addition, the first 12,000 fans in attendance will receive an exclusive Mets Pride T-Shirt, provided by Citi.