Beyond the Rainbow: Showing Up for Pride with Purpose

As the Toronto Pride Parade kicks off this weekend, it marks the start of a season of celebration across Canada. At Porter O’Brien, we see Pride as a joyful moment to celebrate 2SLGBTQIA+ communities and a meaningful reminder of what it looks like to show up with integrity.

Each June, brands embrace the rainbow in logos, ads, and campaigns. And while visibility is important, people are paying closer attention than ever to how that external messaging aligns with internal values. Today’s consumers want more than symbolic gestures; they want to see companies back up their support with action.

This moment of reflection made us think more deeply about our own way of showing up.

• Do we have supportive and inclusive internal policies, such as protections from discrimination, benefits for diverse families, and inclusive hiring practices?

• Are we actively engaged in external advocacy for 2SLGBTQIA+ rights, such as supporting community organizations, lobbying for inclusive legislation, or speaking out against discrimination?

• Do our advertisements and public messaging align with our broader brand values and actions?

  
  

At Porter O’Brien, we’re proud to walk the walk and understand that there’s always more to learn and more to do. It’s not about being perfect. It’s about being consistent. We’re committed to moving from intention to action and to helping others do the same.

This Pride season, our team is showing up at parades in Ottawa, Montreal, Saint John and Fredericton to celebrate and stand in solidarity.

We’re also proud of the work we’ve done with organizations such as Canada's 2SLGBTQI+ Chamber of Commerce (CGLCC), helping them strengthen their internal governance practices and improve their organizational effectiveness to better champion 2SLGBTQIA+ owned businesses and drive inclusive economic growth nationwide.

Pride is a time to celebrate love, identity, and resilience. And to recommit to creating spaces where everyone feels seen and safe. Because when a company’s inside voice matches its outside message, that’s where real allyship begins.

Happy Pride!