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.

(Viewing on a phone? Try rotating to landscape.)

Words and deeds

Rainbow mode
activated?
Pride sponsor
(Helsinki 2021)
Networks Out leaders
involved in
messaging
Actions
beyond
promotion
Σ
Aalto
henkilöstöpalvelut
aalto-henkil-st-palvelut - 🤨
Aalto University
Executive
Education
aee - Article,
Video
😊
Accenture Suomi accenture Silver Yes Workplace
equality
site
😁
Advance B2B advanceb2b - 🤨
Alko alko-fb Gold 🙂
Alma Media almamedia-linkedin - 🤨
Asianajajaliitto asianajajaliitto Platinum 😊
AskKauko askkauko Silver 🙂
Bayer bayer-1 - BLEND 😊
Borenius Borenius-pride Main Legal help 😊
Box by Posti box Silver 🙂
Burger King burgerking Silver 🙂
CGI
Pride radio
CGI_logo_color_rgb-pride Gold Pride@CGI Examples 😁
Clarion Clarion-Hotel Gold 😊
Deloitte Finland deloitte-linkedin - GLOBE 😊
Dentsu dentsu-linkedin - &Proud 🙂
DHL Express
Finland
dhl - PrOut@Work
Foundation
🙂
Dirty Agency dirty Silver 🙂
DNA ElisaDNATeliaYhdessa-1 Silver 🙂
Dottir Attorneys dottir - 🤨
Efecte efecte-twitter - 🤨
Elisa ElisaDNATeliaYhdessa-1 Silver Yes 😊
Espoon
tapahtuma-
ja kulttuuri-
palvelut

Press release
espoontapahtuma_jakulttuuripalvelut_logo_musta_rivitetty Gold 🙂
EY EY_Logo_Beam_Tag_Horizontal_RGB_EN Gold EY Unity Guide (pdf) 😁
FCF Wrestling showpaini - 🤨
Finnish Design
Shop
FinnishDesignShop Silver 🙂
Finnkino
Press release
Finnkino-copy Platinum 😊
Fonecta fonecta-linkedin - 🤨
Forum forum Platinum 😊
Helsingin kaupunki
Press release
PRIDE_HELSINKi Main Queer Stadi Yes Examples 🤩
Helsingin jäähalli helsinginjaahalli Gold 🙂
Helsingin Sanomat hs Main 😊
Hopkins hopkins Silver 🙂
Houston Analytics houston - 🤨
Huutokauppa
Helander
helander - 🤨
IKEA IKEA Silver Workplace
Pride
,
Stonewall
Examples 😁
Iittala iittala-fb Silver 🙂
Iltalehti iltalehti - 🤨
iRobot
Finland
irobot-fb - 🤨
ISS
Instagram post
iss-uusi Platinum 😊
Isännöintiliitto is-nn-intiliitto - Examples 🙂
Karhu Karhu-1 Platinum 😊
Kela
Press release
Logo_Kela_rgb Silver Kelan
sateenkaari-
verkosto
😊
Kiinteistömaailma
Facebook post
Kiinteistomaailma Silver 🙂
Kone
Twitter post
kone Silver Workplace Pride 😊
Lumene lumene Silver 🙂
Management Events management-events-twitter - 🤨
Marimekko Marimekko_Pride Platinum 😊
Matkahuolto matkahuolto-fb Silver 🙂
Menevä-taksi menev--www - Sponsoring
flags
😊
Mehiläinen mehil-inen - 🤨
Moomin moomin-fb Silver Yes 😊
MPS mps - 🤨
Musti ja Mirri
Facebook post
mustimirri-uusi Silver 🙂
Nitor nitor - 🤨
Nitro
Facebook post
Nitro-1 Platinum 😊
Nokia
CEO interview
Nokia-Logo-1 - 🙂
Nordea
Press release
Nordea_Pride-logo-circle-copy Gold 🙂
Oikotie oikotie Silver 🙂
Paulig
Press release
paulig Silver 🙂
Pfizer Suomi pfizer-twitter - Out Pfizer
Employee
Network
Examples
Pinpops pinpops Silver 🙂
Radio Helsinki radiohelsinki Silver 🙂
Rajupaja rajupaja Platinum 😊
Reaktor reaktor Gold 🙂
Rovio rovio - 🤨
Rundit rundit - 🤨
SAK sak-uusi Silver 🙂
Skanska skanska - 🤨
S-ryhmä S_Logo-copy Silver Examples 😊
TBWA\Helsinki TBWA_Helsinki_RGB-03 Platinum 😊
Taksi Helsinki taksihelsinki - 🤨
TEK
Press release(?)
tek-fb Silver 🙂
Tekir
LinkedIn post
tekir Silver 🙂
Telia ElisaDNATeliaYhdessa-1 Silver 🙂
Terveystalo
Facebook post
Blog post
terveystalo Silver 🙂
TietoEVRY tietoevry-twitter Silver 🙂
Universal Music
Finland
universal-twitter - 🤨
Varma
Press release
varma-uusi Silver Pride gang Examples 😁
Videolle videolle-copy Silver 🙂
Visma visma-linkedin - (unspecified) 🙂
VR vr - 🤨
Wolt wolt-linkedin - 🤨
WSOY wsoy-uusi Gold 🙂
Ylva ylva_logo_green_rgb_lr Platinum 😊
Zalando zalando-new 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