CEO sees ‘new opportunity’ for small companies during Pride | Entrepreneur

A few weeks ago, Tanner Graham, co-founder and CEO of Creative Brand Agency General ideanoticed a striking development while attending a pride parade in Pennsylvania in the small city: large companies that would usually march, from blue chip benches to insurance, pharmaceutical companies and then, were absent.

^{Image Credit: Courtesy of General Idea. Tanner Graham.}

“It was definitely a completely different tone this year,” says Graham Entrepreneur. “Those Fortune 500 companies that have strongly expressed their support for LGBTQ+ initiatives and have shown a clear support from Pride Initiatives in recent years have withdrawn [that support]. “

Related: here are 4 proven strategies to further defend LGBTQIA+ throughout the year, all year round

Instead, Graham witnessed small and local companies to march and maintain the momentum that has been established in recent years.

“This year it creates a real, new chance, and probably for the coming years.”

Since the establishment of their full-service, luxury beauty and fashion-oriented desk, Graham and general idea, co-founders Ian Schatzberg and Semjon Doenhoff, have always centered diversity, equality and inclusion. The five leaders who are part of the C-suite of General Idea all identify as LGBTQ+.

Graham sees the decrease of large companies in support for Pride and LGBTQ+ initiatives as an opportunity for small companies to increase their own efforts.

“There is a real chance to be leaders,” Graham explains, “because if the larger companies and especially the listed companies have had to reject the volume [on their LGBTQ+ initiatives]This year it creates a real, new chance, and probably for the coming years. “

Related: 3 LGBTQ entrepreneurs share how from his company feeds their business

Graham calls on leaders of small companies to commit to their values ​​in concrete terms.

General idea is a certified member of the National LGBT Chamber of Commerce (NGLCC)Including annual membership costs to support their network of initiatives. The agency has also made donations to the Transgender Law Center For several years and LGBTQ+ causes will continue to support donations in 2025 Ali Forney Centerwho offers life -saving services to LGBTQ+ young people, and WiseA National Advocacy and Services Organization that looks out for LGBTQ+ elsewhere.

Graham says that leaders should not only communicate business values ​​outside, but also have to show their teams and organizations why it is so important to stand up for their beliefs.

“Diversity [brings] The best ideas, the most progressive ideas. “

While co-founders of the general idea first considered how they can develop a modern marketing agency and offer the best service for their customers, they focused on hiring people with skills that would complement each other within the current and changing marketing landscape, says Graham.

“Diversity [brings] The best ideas, the most progressive ideas, “Graham explains.” Ultimately, as marketers, our goal is to speak with a wide range of customers. We have not necessarily made an LGBTQ+ C suite, but at the same time it felt like a snowball effect. The people we got to know and decided to insert the agency and elevate them to run their departments, fell in that respect, and it really worked well for us. “

Over the years, general idea has worked with famous brands such as Savage X Fenty, Ariana Grande and Swarovski.

In addition to his C-suite, the general idea has around 50 employees. The company gives priority to hiring “exceptional” thinkers and makers who work hard and have a strong appreciation for culture and a capacity to use current trends and future opportunities, says Graham.

Related: Diversity is not the same for everyone. This is why that matters

General ideas that hire must also have a talent for finding solutions – because that is the core of the company.

“Every customer comes to us because he has a problem to solve,” says Graham, “whether they have to sell more products or make contact with a new audience, so for us, in the first place, it is about understanding what those problems are and therefore the core of that. And often it is not so clear in the beginning.”

Graham notes that the general idea does not invoice itself as an advertising agency, although advertising can be part of a “multi-verre” solution depending on a customer’s needs.

Related: Why diverse leadership is a competitive advantage – and how women can lead the shift

“Our most rewarding projects are sometimes the projects that think they are one thing and then result in a different type of output,” says Graham, “because it means that we do not take this slip and problems on nominal value, but we work together with our customers earlier [and] They give them what we think will yield the best possible result. “

“We really want to create an environment that enables people to feel safe.”

In a time when certain companies are ‘quieter around what their values ​​are’, Graham and the general idea see their dedication to LGBTQ+ problems and diversity in general as a path forward – and one that will prepare them and their team to maintain a “fast” evolving marketing domain and “completely different world” by AI.

“We really want to create an environment that enables people to feel safe, [to] Have the feeling that they can express their beliefs and be who they are, “says Graham.” We want to create opportunities for people to thrive within those senses of safety. “