Sector: Media & Advertising (primary) | RMI | BASE – Collectively, The Shopper Marketing Group.

Why signing up to Pride 365 is important to SMI?

As a marketing agency group, we have a remit to ensure that corporate and brand communications resonate with all consumers, regardless of personal identifiers or lifestyle choices. We also recognise that our industry attracts a highly diverse pool of talent, each drawn to a creative environment, so promoting an inclusive message and environment for both our customers and colleagues is incredibly important to us.

That’s why we’re making a pledge to Pride 365 to ensure that everyone feels welcome and valued at, not just for a day, a week or month, but all year round. We will be public and open in our support for the LGBTQ+ community and hope that through our support to both Pride 365 and the Stonewall charity, that everyone will feel, and more importantly, be equal, 365 days a year.

Why community and being authentic is important?

Because of its wide range of advertisers, we are diverse by nature, but we are inclusive by choice.  Through inclusion we strive to create a sense of belonging for all, within a nurturing and safe environment.

We believe that conscious, pro-active action BINDS us all together:

    The feeling of trust and acceptance, where we all act as our authentic selves.
    The confidence that we are all seen, heard, valued and respected.
    The consistency of providing a range of opportunities to develop, learn and share. 
    The celebration of involving people from a range of different social and ethnic backgrounds and of different genders and sexual orientations.

The knowledge that everyone in our organisation never feels afraid of being themselves.

SMI’s Pledge

We pledge to play our part in improving inclusivity in the workplace and society and be instrumental in bringing about an end to the corporate appropriation of the LGBT+ community (pink-washing) to help create a world of inclusion for all.

We have made the following commitments:

Commitment 1

We will be public and open in support of LGBT+ inclusion 365 days a year by promoting our partnership with Pride 365.  We will apply the Pride 365 designation across company websites, social media, corporate communications, and public relations activities. We will do this 365 days a year and not just during Pride season.

Commitment 2

We will support Stonewall charity through donations to demonstrate our commitment to the community all year round. 

Commitment 3

Conduct interviews with the CEO and senior leadership detailing the importance of, and commitment to the Pledge and the partnership.

Release a CEO statement expressing commitment to inclusion and the partnership with Pride 365.

Ensure that our supply chain is also committed to authentic support and inclusion.

We pledge that these commitments will be carried out by 31st December 2024.