The general director sees “new opportunity” for small companies during pride

A few weeks ago Tanner Graham, co -founder and general director of Creative Brand Agency General ideaHe noticed a gross development during participation in the pride parade in a small town in Pennsylvania: the major corporations that will often march, from blue to insurance, pharmaceutical companies and more, were absent.

^{Picture Loan: Courtesy of General Idea. Tanner Graham.}

“It was definitely a different tone this year,” says Graham Entrepreneur. “These companies from the Fortune 500 list, which in the last few years have definitely expressed support for LGBTQ+ initiatives and showed clear support for pride initiatives. [that support]. “

Instead, Graham witnessed how small and local companies enter the march and maintain the momentum established in the past.

“This creates a real, new opportunity this year and probably for the next few years.”

Since the founding of their full service, the luxury beauty and fashion agency, Graham and co -founders General Idea, Ian Scatzberg and Semjon Doenhoff, have at all times focused on diversity, equality and integration. Five leaders who make up on horseback general Idea discover as LGBTQ+.

Graham perceives a decrease in the support of enormous companies for LGBTQ+ initiatives as an opportunity for small companies to extend their very own efforts.

“There is a real opportunity to be leaders,” explains Graham “because because larger companies, especially commercial companies, had to reduce volume [on their LGBTQ+ initiatives]This year he creates a real, new opportunity and probably for the next few years. “

Graham calls for small business leaders to specific and consistent involvement in their value.

The general idea is a certified member National Chamber of Commerce LGBT (NGLCC)which incorporates annual membership fees supporting their network of initiatives. The agency also donated donations to Transgender Law Center For several years and continues to support the causes of LGBTQ+ in 2025. Ali Forney Centerwhich provides life -saving services for youth LGBTQ+ i SAGENational Organization of Spokes and Services, which is looking for older LGBTQ+.

Graham claims that leaders shouldn’t only communicate the company’s values ​​outside, but also show their teams and organizations, why it is so essential to defend their beliefs.

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

Because general co -founders for the first time wondered the best way to develop a modern marketing agency and provide the best service to their clients, they focused on employing people with skills that complement themselves in the current and changing marketing landscape, says Graham.

“Diversity [brings] The best ideas, the most thinking ideas, “explains Graham.” Finally, as marketers, our goal is to talk to various clients. We did not intend to create LGBTQ+ C-Suite, but at the same time it seemed to be the result of Śnieżka. The people we met and decided to introduce to the agency and get up to their departments, they were diverse in this regard and it worked really well for us. “

The general idea has been cooperating with stars brands resembling Savage X Fenty, Ariana Grande and Swarovski for years.

In addition to set C, about 50 employees have a general idea. Graham says that the company priority employs “exceptional” thinkers and creators who work hard and have strong recognition for culture and the ability to make use of current trends and future possibilities.

The general accident of the idea must also have a talent for finding solutions – because it is the company’s heart.

“Every customer comes to us because he has a problem to solve,” says Graham, “regardless of whether they have to sell more products or connect to new recipients, so for us, above all, it is about understanding what these problems are and reach it. And many times it is not so clear at the beginning.”

Graham notes that a general idea is not exhibited as an promoting agency, although depending on the client’s needs, promoting will be a part of the “multi -produced” solution.

“Our most satisfying projects are sometimes projects that think that they are one thing and then result in another type of production,” says Graham, “because it means that we do not take these briefs and problems for the nominal value, but rather we work with our clients [and] Introducing them into what we think will create the best possible result. “

“We really want to create an environment that authorizes people to be safe.”

At the time when some companies are “silence around their value”, Graham and a general idea see their commitment on LGBTQ+ and the general variety as a path forward – and one that can prepare them and their team to maintain up with the evolving marketing domain and “completely different world” by AI.

“We really want to create an environment that authorizes people to be safe [to] They feel like they can express their beliefs and be who they are – says Graham. “We wish to create opportunities for people to develop in these safety senses.”