04 February 2021

Our Pride 365 pledge to end pinkwashing

We’re delighted to announce that we’ve been awarded Pride 365 Certification, cementing our ongoing commitment to LGBTQ+ inclusion across our network of UK clinics.

The certification awards companies, such as ours, that pledge to end ‘pinkwashing’ – where a company presents itself as ‘gay-friendly’ through tokenistic gestures that lack substance – and who publicly commit to a set of realistic goals to achieve LGBTQ+ inclusion in the workplace and wider society.

As part of our pledge, we’ve committed to being supportive of LGBTQ+ inclusion on a daily basis, and demonstrate and legitimise this support by working with UK transgender charity Sparkle through event sponsorship, alongside a range of inclusion activities throughout 2021.

We’re in the process of setting up a working group dedicated to spearheading activity within each of our three commitment areas, as well as launching an LGBTQ+ Ambassador Programme across all of our locations.

We’re proud to join a host of other organisations, all of whom have pledged to play their part in improving inclusivity in the workplace and society, and be instrumental in bringing an end to the corporate appropriation of the LGBTQ+ community, helping create a world of inclusion for everyone.

Our CEO, Tony Veverka, said: “We’re absolutely thrilled to have our commitment to LGBTQ+ inclusion rubber-stamped with Pride 365 Certification.

“Our business is in delivering treatment and care to people from all backgrounds, from weight loss and medical aesthetics to cosmetic surgery – including our Identité offering which provides specialist care to transgender and non-binary patients. As such, it’s vital that we foster a culture of inclusivity and that we’re authentic in everything we do.

“We want to position ourselves as a healthcare brand that is leading the way, creating real change and setting the standard for others in our field, and the Pride 365 Certification recognises the efforts we have made, and continue to make in achieving these goals. It gives us a springboard to further our work in being a force for good for the LGBTQ+ community and its allies. Our working group and LGBTQ+ Ambassador Programme is just the start.”

The Pride365 Certification measures inclusion in the workplace, customer care quality and marketing, and shines a light on work that would otherwise go unseen. They award Certification for authenticity, and companies must match several criteria to be awarded, as well as undergoing an IAT employee survey. Companies must first score a minimum baseline performance and then publicly commit to a path of incremental improvement year on year.

Jack Mizel, CEO of Pride 365, said: “Pride 365 and its Certification process is for those companies or organisations who are genuine and authentic in their support of the LGBTQ+ community, and wish to bring an end to pinkwashing and the corporate appropriation of the LGBTQ+ community.

“There is a fundamental difference between a company showing up at a Pride event, waving a rainbow flag and believing they have done their bit, and one which provides its staff with true equality of opportunity, and recognises and values the LGBTQ+ community 365 days of the year, not just during Pride season. We are thrilled Transform has passed the Certification process and look forward to supporting and helping them achieve their objectives over the coming years.”

For more information about Pride 365, and the criteria that we met to be awarded the Certification, visit here.

You can find out more about  Identité here.



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