Avoiding Performative Allyship: How Thoughtful Communication Builds Trust
We’ve all seen it. The rainbow logo for Pride Month. The International Women’s Day post that vanishes the next day. The heartfelt “solidarity statement” that has no substance to back it up.
In today’s climate, where backlash against “corporate wokeism” is loud and employee trust is fragile, performative allyship does more harm than good. It’s not enough to say the right words. Employees, customers, and communities expect action to match the message. If it doesn’t, the gap erodes trust fast.
The good news? Organizations can avoid this trap. It starts with thoughtful, honest communication that reflects real action. That’s how you move from performative gestures to authentic allyship—and that’s how you build lasting trust.
Why Performative Allyship Undermines Inclusion
Performative allyship is surface-level support for marginalized groups that lacks meaningful action. Think statements without policy changes, campaigns without investment, logos without lived values. According to Holly Corbett’s 2022 article in Forbes, employees and consumers “can sniff out inauthenticity” in a heartbeat. When organizations overpromise and underdeliver, they damage credibility, especially with the communities they claim to support.
And trust is hard to rebuild. Frances Frei and Anne Morriss explain in Harvard Business Review that when people sense a disconnect between what leaders say and do, “they quickly begin to question your authenticity.” This can lead to disengagement, loss of talent, and public backlash.
How Thoughtful Communication Builds Trust
Here’s how to communicate your allyship with integrity:
1. Ground Your Words in Real Action
Before making public statements, make sure you can back them up. Communication should reflect genuine efforts—updated policies, equitable pay, inclusion training, and clear progress.
2. Be Honest About the Journey
Nobody expects perfection. In fact, acknowledging where you’re growing and where you still have work to do builds credibility. When leaders openly share both progress and ongoing challenges, it sends a clear message: “We’re committed to change, and we’re in it for the long haul.”
3. Center the Voices of Those Impacted
Don’t speak for communities. Invite their voices into the conversation. Diversify Outdoors reminds us that allyship means building authentic relationships, compensating expertise, and elevating marginalized perspectives.
4. Make Allyship Ongoing, Not Occasional
Real allyship doesn’t live on a calendar. Beyond Pride Month or Black History Month, organizations need to weave IDEA values into everyday culture and communication.
5. Equip Your Communicators to Get It Right
Often, missteps happen because those crafting messages lack the tools to do it well. PRSA’s 2023 guide emphasizes the need for research, inclusive language training, and intentional review processes.
Bottom Line
Inclusion isn’t a marketing campaign; it’s a lived commitment. Your communication either reflects that or reveals the cracks. When your words and actions align, trust grows. That’s how you avoid performative allyship and show up with integrity.
At IDEA Content, we help organizations communicate authentically—because in this climate, being real matters more than ever.
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