Polly Shute reacts to Google’s decision to remove key calendar dates
BY POLLY SHUTE, IMAGE BY BASEIMAGE
Dumping diversity in Valentine’s Week was never going to be a good tactic for Google, especially when minority communities need more love and support than ever. So, the tech giant’s announcement that it would no longer be celebrating calendar dates like Black History Month or Pride Month, felt like a real betrayal, especially from a company that had set a high bar for standing up for marginalised groups.
For over a decade, Google has celebrated key calendar dates. These were not just symbolic gestures; they were part of a larger commitment to creating a more inclusive, equitable environment for its employees and customers. Seeing something as ubiquitous as a Google search bar recognise me as a queer woman felt so significant.
I remember the excitement when Google reached out to Pride in London, when I sat on their board, and said they wanted to brand up the Parade Route and change its iconic logo to reflect rainbow colours. This was in 2017, and we were about to deliver our biggest Pride ever with a massively oversubscribed Parade, driven by corporate requests. It really felt like we were turning a corner in LGBTQIA support in the workplace and wider society.
Google image: Pride in London parade, illuminated in rainbow colours.
Since then, I have seen Google play a key part in supporting inclusivity, through sponsoring key events and hosting talks and panels in their offices. These have included support for many minority groups, including a partnership with Trans in the City.
The Tech Giant claims the decision to drop marking calendar dates comes in response to evolving internal priorities and a focus on “long-term, sustainable action” but the timing of this announcement has sent some shock waves, especially following Meta’s very public DEI reversals recently.
The decision has also sparked a debate over whether “diversity days” do matter and whether there is a business case for them.
I have attended and spoken at a multitude of events linked to diversity days over the last 10 years. In fact, nine years ago, I launched a concept called Pride in the City at Pride in London. This was in direct response to demand. Corporates were asking for panel events where LGBTQIA subjects could be discussed openly with colleagues.
Run well, events and activations on key dates are incredibly effective. They build understanding, bring diverse communities together and from this help support improved business performance. There has always been a correlation between a more diverse workforce and improved innovation and productivity.
On a human level, celebrated days also help individuals just feel they belong and help them connect with like-minded others.
I have had very large organisations tell me that events linked to diversity days, when measured and aligned with a well thought through inclusion policy and strategy, are incredibly powerful, and cost effective, at engaging a sense of belonging.
In the last 10 years, I have heard some in the LGBTQIA community talk about the “commercialisation” of the community. I’ve seen increasing challenges to corporate partners who sponsor and support key events. My argument has always been that we need the support and allyship of corporate partners to protect minority rights. Their voice and influence really matter and can often be louder and more impactful than dedicated charities.
The LGBTQIA community needs the support of big brands like Google more than ever. And as recent research showed that almost 30% of Gen Z identify as LGBTQIA big brands, they need us too.
Polly Shute is a partnership and sponsorship expert, formerly having worked as a Board Member of Pride in London for four years. Now the Co-founder of Out and Wild Festival, Polly is passionate about connecting the LGBTQIA community and creating inclusive events across the country. Having been named as one of the OUTstanding Top 20 LGBT Public Sector Leaders, Polly is now a popular LGBT speaker, covering a variety of LGBTQIA and gender issues.
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