"Incorporating a rainbow flag into a company's website logo during Pride Month seems less meaningful to LGBTQ+ employees and customers than gestures of solidarity at other times of the year, new Cornell research finds. Timing - not just content - influences whether expressions of allyship are perceived as authentic, according to " When You Say It: How the Timing of LGBTQ+ Allyship Displays Shapes Evaluations of Organizations ," published Jan. 10 in Organizational Behavior and Human Decision Processes."
""The context of when a statement or display of allyship is made matters, not just what's in the actual statement," said corresponding author James T. Carter , assistant professor of organizational behavior in the ILR School. "There's not one way to do LGBTQ+ allyship, but more importantly, there's not only one time to do it. Celebrations of culture and community need not be relegated to one point in time but can be done in a more balanced way.""
Six experiments with nearly 3,000 participants showed LGBTQ+ respondents rated advocacy as more genuine when displayed outside of Pride Month. LGBTQ+ participants perceived off-month displays as motivated by real values rather than corporate strategy. Those perceptions could influence stakeholders' feelings of belonging and commitment to an organization. Straight, cisgender participants, including participants of color, perceived authenticity as equal regardless of timing. Sensitivity to timing therefore varies by audience, indicating no one-size-fits-all approach to allyship. Attention to timing complements message content and highlights gaps in management research on LGBTQ+ allyship.
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