One marketing tactic I describe in my book is the Grand Gesture. Basically a Grand Gesture is a very public act that you seek praise and recognition for that outweighs the actual impact of the act. So think of a company being in the news about how much money they donated to a charity as a Grand Gesture. The problem is these acts are usually more for appearance and and would be the equivalent of me donating pocket change. It is marketed as a huge deal, but put really no strain on the entity seeking praise and was often a bandaid to cover up much more alarming sh*tty behavior. When a Grand Gesture works it makes us instantly forget the sh*tty behavior and feel good about that entity. Mission accomplished by marketing.
I heard time and time again how the previous administration supported the LGBTQ+ community. They did lots of Grand Gestures to appear that way while stripping away their rights, removing their protections, and putting dehumanizing policies into place targeting them. And it happened over and over consistently.
A friend of mine wrote a beautiful post yesterday about what the executive order Biden signed meant to them. I can’t even imagine what it must be like to have someone sign a bill just to get the same protections and rights that I enjoy and take for granted. How terrifying must it be to know you are not deemed to be worthy of the same protections as others for just being who you are? Have you ever had to sit and listen to politicians (and people you know and love) justify why you don’t deserve protections other Americans have as if your humanity is a political debate equivalent to tax rates?
There is no reason to justify hate or to dehumanize people. And we make up all kinds of arguments why others don’t deserve equal rights because of some factor we swear qualifies them differently (and frankly probably don’t understand and haven’t taken the time to learn about or see their view). And sadly, I have witnessed all kinds of discrimination being wrapped up in even biblical justification when it comes to LGBTQ+ rights. This is done so that any argument against can be fully stopped and declared blasphemy. What better way to stop the conversation than to swear it is sanctified by god? (Claiming a choice or belief has the backing of god is also a kind of Grand Gesture.)
So I am so happy for all my LGBTQ+ friends to have leadership that sees them and grants them the same protections I have. I celebrate with you. I am so happy for you! And I am here to support you. Many of us are. And if you know or care for someone who is LGBTQ+ I request that you take a look at these articles posted below and see how easy it is to treat someone fairly and to see if your vote supported the later. Being denied of our humanity and worth is a reality many of us don’t have to deal with. But it is a reality we have to acknowledge so we can make sure to support leadership that grants everyone the same humanity we have.
❤️🧡💛💚💙💜