Tokenism in Business: Why It Harms (and How to Avoid It)

Tokenism rarely announces itself. It slips in quietly — the rainbow staff member asked to appear in every promotional photo, the business that rolls out a Pride flag only during Sydney Mardi Gras, or the company that invites LGBTQIA+ employees to the table but never really hands them the microphone. On the surface, it looks like support. Underneath, it can feel hollow.

Many rainbow professionals across Australia have had that moment where they realise they’re being included for visibility, not for value. They’re framed as the “diverse face” of the business but left out of key decisions. They’re praised publicly yet feel unsafe or unsupported when it actually matters. Over time, that disconnect chips away at trust and confidence.

And clients notice it too. Tokenism has a way of standing out — not because it is bold, but because it lacks depth. You can feel when a workplace is genuinely inclusive versus when it’s performing inclusivity for optics. A Pride LinkedIn post in March doesn’t fix a culture that ignores lived experiences the other eleven months of the year.

But genuine inclusion tells a different story. It shows up in everyday actions, not just in rainbow banners at events. It’s leaders checking in with their LGBTQIA+ staff and listening to what they actually need. It’s policies that reflect safety and respect, and workplaces where rainbow people contribute meaningfully without carrying the burden of being the “representative voice.”

When businesses move beyond tokenism, people start showing up fully. Teams become more creative, customers build stronger loyalty, and staff feel part of something real — not just useful for marketing.

This is the kind of environment Pride Business Network supports and celebrates: workplaces where representation isn’t a checkbox, but a commitment lived quietly, consistently, and authentically all year round.

By Ross Gibb - Pride Business Network Member.