Navigating trans+ inclusivity in PR and communications

In our rapidly evolving world, the conversation around gender diversity is not just timely but also urgent. With some brands boldly including trans representation and others hesitating due to misunderstandings or fear of error, we see a marketplace with varied practices and a cycle of misinformation. Recognising this, I recently chaired a webinar, hosted by CIPR East Anglia, which aimed to provide communication professionals with the tools and understanding needed to approach trans+ inclusivity in a respectful, authentic, and inclusive manner.

As the chair of this session, I had the privilege of introducing our guest speaker, Aby Hawker, founder of TransMission PR – a communications consultancy specialising in trans and non-binary inclusion and awareness. Aby's dynamic insights set the tone for a deeply engaging discussion, emphasising the crucial role communications professionals play in fostering trans+ inclusivity.

[Trans+ is an umbrella term incorporating trans, non-binary and gender non-conforming identities.]

Key takeaways for communication professionals

• Intention as a starting point: Authenticity in trans inclusion initiatives is crucial. It’s about understanding and representing the trans+ community in a way that goes beyond surface-level gestures. This means engaging with the community, listening to their voices, and ensuring that initiatives are not just performative but deeply rooted in a desire to support and represent this community accurately and respectfully.
   
• Alignment with core values: The credibility of inclusivity efforts is bolstered when they align with your organisation's ethos. This means integrating trans inclusivity not just in marketing campaigns but in all aspects of corporate conduct – from HR policies to everyday workplace interactions. It’s about creating an environment where the values of diversity and inclusivity are lived and breathed, not just advertised.
   
• Anticipating resistance: Preparing for potential backlash involves understanding the landscape of public opinion and being ready with responses that reinforce the company’s commitment to inclusivity. This could include training for staff on how to handle difficult questions and criticisms, as well as developing communication strategies that pre-emptively address common misconceptions and fears.
   
• Support for gender-diverse employees: Supporting gender-diverse employees entails creating safe, welcoming spaces within the organisation. This includes offering resources like gender-neutral bathrooms, implementing policies that protect against discrimination, and providing support systems like counselling and support groups. Involving gender-diverse employees in campaigns ensures that representation is authentic and respectful.
   
• Education and empowerment: Education on trans issues should be comprehensive, going beyond the basics to cover aspects like terminology, challenges faced by the trans+ community, and how to be an effective ally. This education empowers all employees to become advocates for inclusivity and ensures that the entire organisation is equipped to support trans inclusion initiatives. Research suggests that employees and consumers are likely to favour pro-LGBTQ+ brands, 51% of those surveyed in the Edelman Trust Barometer 2022 said they were more likely to work for a pro-LGBTQ+ company, compared to 11% who were less likely.
   
• Standing firm in the face of opposition: Maintaining a steadfast commitment to inclusivity, even in the face of opposition, sends a powerful message about the brand's integrity and dedication to social justice. This might mean defending campaign choices that support the trans+ community or taking a stand against discriminatory practices, both internally and in the wider community.
   
• Continuous review and adaptation: Regular audits of campaign language and imagery ensure continued sensitivity and appropriateness. This could involve consulting with trans+ individuals and allies, keeping abreast of evolving best practices in inclusive communication, and being open to feedback and revisions to ensure that the representation remains respectful and accurate.
   
• Changing consumer sentiments: A GLAAD Report found that 75% of non-LGBTQ+ adults are comfortable seeing queer people in ads. This is especially true among younger generations like Gen Z, where there is a notable shift towards supporting brands that advocate for LGBTQ+ rights. Understanding this demographic's values, leveraging social media platforms they use, and engaging in authentic conversations about inclusivity can help in aligning with their expectations and earning their trust and loyalty.

Prioritising the wellbeing and support of gender-diverse talent during backlash

In the event of backlash against a campaign featuring gender-diverse talent, communication professionals have a dual responsibility. While the instinct might be to first protect the brand, it is equally, if not more, important to support the individuals involved. For me, this is not just a strategic necessity but an ethical duty.

The response should be swift and sensitive. The focus should be on both defending the campaign’s intentions and on ensuring that the individuals fronting and associated with it feel supported, safe, and valued.

Think about developing a robust support system for gender-diverse talent, which includes counselling services, legal assistance, and a clear communication strategy that addresses any negative reactions. This system should be in place from the start of the campaign, signifying a commitment to the welfare of all individuals involved.

Maintain open lines of communication with your talent, ensuring they are not only aware of potential risks but also involved in decision-making processes about how to address any issues. This collaborative approach not only empowers them but also demonstrates respect for their autonomy and wellbeing.

Supporting gender-diverse talent in times of backlash is a direct reflection of a brand’s values. Brands that stand firmly with their talent, especially in challenging times, earn respect and credibility, not just from the talent they support but also from their audience and consumers. It signals to consumers, employees, and industry peers that the brand is genuinely committed to inclusivity and ethical practices.

Incorporating this focus into your communication strategy not only aligns with ethical practices but also strengthens the integrity of the brand with building trust and respect both internally and in the public eye.

Reflecting on progress and the path forward

The positive changes and growing support for the trans+ community are heartening. This shift indicates that inclusivity is becoming a recognised brand strength and moral imperative. Our webinar, rich in discussion and insights, was not just an event but I hope a stepping stone towards more inclusive practices in the field of communication.

To all those who joined us, your engagement and commitment to making inclusivity more than a buzzword in our industry is profoundly appreciated. Let's carry this conversation forward, translating these insights into action within our respective roles. Your thoughts, experiences, and questions are welcome – let’s continue to learn and grow together in this essential journey towards genuine inclusivity.

Watch a recording of the webinar. (It's worth five CIPR CPD points.)

James Sharp is senior communications manager (digital) at Mid and South Essex NHS. He is also chair elect for CIPR East Anglia.