It’s PRIDE Month… Should Your Business Say Something?

This is a little bit of a CONTROVERSIAL topic but it’s a necessary one…

Should you speak up on social issues in your business? 🤔

I’m talkin’ PRIDE Month 🌈

Juneteenth ❤️🖤💚

Black Lives Matter

Women’s Rights

Palestine (and other human rights issues happening across the globe)

…and all the other things that hit deeper than seasonal menus and new products.

Because the truth is—it’s scary.

It’s scary to take a stand.

It’s scary to speak up on something bigger than cupcakes, candles, nails, or lashes.

You start to wonder…

What if I say the wrong thing?

What if I lose customers?

What if I create a divide amongst the community I worked so hard to build?

And sis, I hear you. It’s scary to decide what is WORTH taking a stand on and what isn’t.

But here’s the thing we don’t talk about enough:

Silence is a statement as well.

And your community? They’re already paying attention.

So the real question isn’t “Should I speak up?”

It’s—What do I want my business to stand for?

So, let’s tackle the elephant in the room: Should YOUR business speak out on social issues?

Where You’re Located Does Matter… But It’s Not the Whole Story

My bakery was located in Glendora, CA. Just 25 miles from Los Angeles- one of the most progressive, diverse, and inclusive cities in the U.S.

But Glendora IS NOT LA.

Glendora is a different demographic. There’s a different vibe. And different expectations.

So while WHERE your business location does matter- some communities are ready for these conversations (and it may even be MANDATORY) but others might not be.

But here's what I’ve learned:

You don’t have to match the beliefs of your city- you have to match your character.

Before You Speak—Check Your Alignment

Before you start throwing up PRIDE Month graphics or dropping a Juneteenth discount code, ask yourself:

• Is this aligned with our actual values?
• Do we care about this year-round, or is this just another marketing ploy?
• Is this adding value to the conversation, or just noise?

Not every business needs to speak on every issue.

But every business needs to know what it stands for and live it out behind the scenes. Period.

The PROS of Speaking Out (Yes, There Are Many)

Let’s talk about the PROS of speaking out on social issues because there are REAL benefits when you speak with intention and from the heart.

✔️ Today’s consumers expect it

Gen Z + Millennials are looking for brands that care. That show up. That align with their own values. If you want to stay relevant, you’ve gotta stay real. People are calling B.S. now more than ever.

✔️ It builds loyalty and trust

Speaking up (authentically!) shows your people who you really are. That kind of transparency creates an emotional connection, and that connection turns into customer loyalty. People buy from PEOPLE not businesses.

✔️ It sparks innovation and insight

Engaging with the real world helps you better understand it. You start to notice gaps. You spot opportunities. You lead more boldly.

✔️ It attracts value-driven employees

The best team members don’t just want a paycheck—they want purpose. And businesses with a backbone? They’re magnetic to TODAY’S working class.

✔️ It differentiates you

When everyone’s playing it safe, standing for something makes you stand out. Point blank.

The CONS of Speaking Out (Let’s Be Honest)

It’s scary to speak out, and there’s a REASON why…

❌ You might lose people

When you take a stand, not everyone will clap for you. Some will unfollow. Some might stop buying from you. Some may TRASH you on the internet. That’s the price of authenticity. You’re not going to be everyone’s cup of tea, and that’s okay.

❌ It can feel inauthentic if rushed or forced

Posting just to post? People will see right through it. And trust me—it’ll do more harm than good.

❌ It can distract from your mission if not rooted in purpose

If you’re speaking up just because everyone else is, it’s not authentic. Your messaging should always come from your mission, not what’s “trending” in the moment.

❌ It may cause internal tension

Not everyone on your team will agree on every issue. That means you’ve gotta lead those convos with empathy, clarity, and care.

👉🏽 Now you might be thinking...

“Business should be business. Leave politics and social issues out of it.”

And honestly? I get it. But here’s the thing:

In today’s world, neutrality is rarely perceived as neutral. It’s often seen as indifference.

And as small business owners who serve real people with real lives, we don’t get to pretend this stuff doesn’t affect us or our customers.

Your silence says something. So you might as well be intentional with your voice.

Ask Yourself These 5 Questions Before You Post:

So before you go ALL in and decide to speak out, ask yourself:

1. Is this truly aligned with my brand’s values and identity?
2. Is my audience expecting (or even wanting) for me to speak up on this?
3. Am I prepared to take real action, beyond just words?
4. Have I considered the risks, and am I willing to stand behind this anyway?
5. Have I checked in with my team about this issue and heard their perspectives?

✨ If you can say “yes” to most of these, then you know whether you wanna take a stand or not.

If not? That’s okay. Sit with it longer. Learn more. Listen to other perspectives and then decide.

Speaking out on a topic doesn’t need to be a PERFORMATIVE act…

Here’s what that can look like:

✅ Honesty: Say, “We’re still learning, but this does matters to us.”

✅ Amplification: Share voices from the community-not just your own.

✅ Action: Host a fundraiser. Donate. Volunteer. Support a local org.

✅ Consistency: Don’t disappear after June. Let your values live year-round.

You don’t have to do it all. But you do have to do it genuinely.

If You Stay Quiet—Let Your Work Still Be Loud

Not everyone will feel called to make a PUBLIC stand on issues.

But sis, if you stay silent publicly… make sure you’re LOUD behind the scenes.

Ask yourself:

• Am I creating a safe, inclusive space for my staff and customers?
• Am I reviewing my hiring practices?
• Am I investing in causes or communities I care about?
• Am I making my business welcoming for everyone?

Because quiet leadership is still leadership—if the work is real.

(I recently put together an entire training on Leading a Team and Hiring and dove deeper into these topics and BEST practices, you can click here to learn more!)

FINAL THOUGHTS: Your Business Is Always Speaking

Whether you post or not… your brand is talking.

Through your packaging.

Through your team

Through your customer service.

Through your actions

So the real question is this:

👉🏽 What story is your business telling?

👉🏽 Is it a story you’re proud of?

Because people don’t just buy your cookies or candles.

They buy your character. They buy your values.

They buy into the bigger picture you represent.

So no… You don’t need to speak on everything.

But you do need to know what you stand for.

And stand on it proudly.

Xo, Janelle