InterPride Life

Seal of Approval

This June, the World will come together to celebrate the 50th Anniversary of the Stonewall Riots at the joint Stonewall50 and WorldPride 2019 in New York City. So much has happened since that night in June 1969.

This year marks the 50th Anniversary of the decriminalization of homosexuality in Canada. 40 years ago, Sweden became the first country in the world to remove homosexuality as an illness.

In 1989, Denmark became the first country to legally recognize same-sex relationships. Zürich Pride celebrates its 25th year. It is also, the 20th Anniversary of the first Trans Day of Remembrance. Pride organisations around the world are celebrating their 40th, 30th, 20th and 10th anniversaries.

In the spirit of these anniversaries and in partnership with PrideLife, the official magazine of InterPride, we are officially launching the InterPrideLife Seal of Approval at World Pride and on UK TV. The Seal is a yearly award to be given to those who truly deserve the trust and business of the community while also understanding that Pride is more than just an event or season.

Pride, as we know it, was born out of passion. The Stonewall riots in June 1969 were the spark that started that fire. It was the moment when we, as a disrespected community, realized that we were strong. In 1969, we found our freedom. In 2019, we celebrate it— and help continue to push it forward.

The LGBT movement has grown in leaps and bounds since that night. We’ve advanced socially, politically, and, yes, even commercially. In many ways, that’s just what we want. Charitable donations and corporate efforts to raise awareness and promote equality and acceptance of all LGBT individuals further our message and help make life better for everyone. But there’s a darker side to this newfound “corporate love.”

In an effort to tap into “pink dollars” and perceived disposable income within our community, some businesses end up exploiting us in the name of profit and sales rather than offering true support and solidarity of a shared cause. The bottom line is clear: Flying rainbow colors one weekend a year does not automatically make a company an ally worthy of our support and patronage. True support means serving and caring about the LGBT community and our lives, interests, and rights 24 hours a day, 365 days a year.

To this end, PrideLife—in conjunction with InterPride—is proud to introduce the InterPrideLife Seal of Approval. As a consumer, when you see this seal in advertisements, marketing materials, or a company’s website, you’ll know that the company you are supporting is a true friend and ally of the LGBT community. It means the company in question has been vetted and approved in three critical areas: First, the product works and is of the highest possible quality; second, the business is committed to improving LGBT inclusivity within its own organization; and third, the business operates and promotes itself within the marketplace in a way that understands, respects, and is sensitive to the LGBT community. Like similar awards of excellence from Good Housekeeping or Consumer Reports, the InterPrideLife Seal of Approval is our way of honoring businesses that care more about us as a community rather than just their bottom line. By increasing accountability and helping champion the businesses that truly have our best interests in mind, we can further the work started that night 50 years ago at the Stonewall Inn and continue to move toward a world that’s even more fair and equal for all.

Sincerely,
The PrideLife Team

How to Win the Seal

In the spirit of simplicity and transparency it comes down to three criteria:

The seal will be awarded to businesses who can establish three things.

  • First, that they have a product that is worth buying;
  • Secondly, that they are assessed and found to be committed to improve inclusivity inside the business;
  • Lastly, that they market in a way that is sensitive to the LGBT+ community and is fit for purpose.

Only then, once all these conditions have been met, will the Seal of Approval be awarded.