Pride is still important in 2024 - here's why

By Valerio Rossi, Account Management Administrator at ASOS

“Many wonder why, in 2024, Pride is still happening or what could be the reason behind such a massive protest. The answer, in my humble opinion, is simple: we have still much more to fight for today in the 21st century. The mission of the queer community is achieving true rights and safety and, although during the past years we reached certain goals such as civil marriage for instance, some of us are still feeling threatened by homophobic attacks, discriminated – or not understood by governments and decision makers. Therefore, we need this time of Pride not only to protest for what we deserve, but also to celebrate our achievements.

I am personally impressed by the quantity of organisations taking part to the march every year and how DEI as a focus is becoming even more important to corporates. Finding myself walking with other ASOS employees, or how we are used to calling each other “ASOSers”, made me feel proud and affirmed that I truly belong. In this way, I truly feel myself at my desk, while attending different meetings with both internal and external stakeholders, or in the middle of the street while I hold the Progress flag representing the business I am working for. I believe it is important for everyone to be free to express their authentic self at work, as this is the place where we spend a large chunk of our daily time. It is crucial we work in environments where we feel psychologically safe to be ourselves. Private life and public-business life might be separate dimensions, but definitely overlap across so many layers (especially when building relationships in the workplace).

The number of companies that do not prioritise LGBTQIA+ support is still high, but the spread of new professional roles, departments and policies is improving the conditions that queer people and allies are living in. The meaning of what just mentioned proves that an organisation that shows its support during Pride can become a pioneer of change for other brands too and inspire to expand their horizons and knowledge about subjects believed to be “superficial” by many, and essential by Us.

Having a focus on DEI is often a key factor for people during their job search. In fact, an organisation with strong DEI and representation across different cultural backgrounds and varied lived experiences is more attractive and appealing than one who does not show such a social commitment. Now, more than ever, it’s important that brands and companies evolve their approach to ensure they are creating psychological safety for their staff to be whoever they want to be.

Why it's important for businesses to celebrate Pride:

- Demonstrates support to LGBTQIA+ employees and people in general

- Gives a platform for employees to express their true self

- Committed time to push for change – through celebration and protest

- A authentic and strong approach to Pride (alongside wider touchpoints for the community all year round) can improve perceptions of being an inclusive employer

- Evolving from a business into a psychologically safe space

- Provides an opportunity for allies to show up and show out in support”