Since 1988, October 11 has become a special day - International Out of the Counter Day. Out of the cabinet is a very vivid word, refers to open sexual orientation to the outside world, just as out of the cabinet, open their true appearance.
In 2014, Tim Cook, Apples current CEO, officially announced that he was proud to be gay. The significance of the International Out of the Box Day is to create an open and honest environment for more people to bravely out of the box.
According to a study sponsored by the gay anti defamation Coalition (GLAAD), 20% of millennials think they are a sexual minority (LGBTQ), while another report indicates that about 42% of LGBTQ youth say their community does not accept LGBTQ.
Therefore, the act of coming out shows confidence and courage. Chad Griffin, President of the Human Rights Council, once said that coming out of the cabinet is one of the most courageous acts of all LGBTQ people. Courage is an important force for us to continue to move in the direction of equality. Standing out and sharing our stories is also the key to progress.
Let sexual minorities be brave enough to be themselves. Dutch businesses have done this.
Since 1990, a number of targeted minority marketing companies have appeared around the world, and many advertisements have been created to express their concern for sexual minorities in obscure ways, which are later summarized as gayvague. This is not only a slogan for companies or brands, but also a way for brands to attract minority consumers.
This includes Out Now Consulting, a marketing company in Amsterdam, the Netherlands, which provides specialized homosexual marketing services, studies homosexual lifestyles and uses this information to develop strategies for homosexual consumers. The companys emergence also means that homosexual consumers are no longer seen as outsiders in the market.
OutNow Consulting Official Web Interface
In fact, as early as 1998, a pioneering Dutch company launched the first LGBTQ-containing advertisement in the UK, which featured gay couples and a rainbow flag, and was later listed in the top ten most controversial gay advertisements. In addition, some Dutch enterprises also sponsor the activities of LGBTQ groups, so that they can get more attention and support from the society.
A screenshot of the advertisement
Photo Source: Network
However, there are still some difficulties in incorporating sexual minorities into daily marketing. For example, last year, a Dutch clothing company highlighted the image of homosexuality in its product advertisements, which triggered a lot of controversy. Faced with doubts and objections, Fokkede Jong, the companys director, said that they did not commercialize the gay community, but to convey love, attraction and passion so that everyone could find the perfect match for their clothes and life. Sexual minorities are no exception. At the same time, they should also have a sense of community for themselves. To pride.
The Brand Advertising
Photo Source: Brand Official Website
Jack Brilleman, the Dutch companys shipping process manager, found that when he shared his sexual orientation with his colleagues and introduced that he had married a gay man and they had adopted two children, his colleagues did not express any objections. The inclusive attitude towards sexual minorities within the enterprise further encourages Jack to share his happy life with his colleagues in the company. Under Jacks leadership, more and more sexual minority employees begin to bravely disclose their sexual orientation.
Multiple Family Composition
Photo source: shutterstock
In some major festivals, such as Pride Week or International Outcome Day, some Dutch companies also hang rainbow flags outside their offices as an open expression of corporate support for the event.
Dutch Shell hangs the rainbow flag
Photo Source: Shell Official Website
The Corporate Equality Index, implemented by the American Human Rights Campaign, is an annual survey of the human rights equality of enterprises around the world. Many well-known Dutch companies have received good reviews, which means that these Dutch companies have a good working environment and do not discriminate against sex minority employees. In the Dutch view, professionalism in the workplace is reflected in the degree of professionalism and harmonious cooperation among colleagues, rather than their sexual orientation.
Since the 1970s, organizations such as Cultuuren Ontspanningscentrum, which safeguard gay rights, have come forward actively, and more and more Dutch gay communities have begun to bravely express their differences and convey the identity of gay participants. On this basis, the Dutch government gradually began to formulate and implement laws on sexual minorities.
Gay affirmative movement
Photo Source: pexels
On April 1, 2001, the Dutch law on same-sex marriage came into force. In the first two years after legalization, gay men married more than lesbians. After 2003, more women chose to marry their same-sex partners. Today, the concept of equal rights for comrades is still deepening in the Netherlands.
In the same-sex marriage in the Netherlands, people can become the father or mother of their children through adoption. This is actually conducive to changing some peoples belief that homosexual marriage will destroy family values. The legalization of homosexual marriage in the Netherlands has not disintegrated traditional heterosexual marriage, but has prompted society to reflect on the deep meaning of marriage and promote family harmony.