From our internal GLOW community to partnering with outside organisations, we’re advocates for inclusivity, love and connection.
If you’ve ever been to Amsterdam during Pride month, you’ll know how incredible and colourful the city becomes. Rituals has been a big supporter of the celebrations for the past few years and 2025 is no different.
Since this year’s Pride theme is ‘Love’, we felt this was the perfect time to shine a light on all we do. As Dirk van Zon, Head of Diversity, Equity & Inclusion at Rituals, says, “we believe in celebrating love in all its forms and standing up for the rights and recognitions of the LGBTQIA+ community at all times not just for one month a year.”
RITUALS SUPPORTS INCLUSIVITY
How we GLOW
Love and inclusion are at the heart of Rituals. Of course, we can support outwardly but, as with so many things in life, true change starts from within. “We define love as a profound connection, one that includes your own self-care, but also true compassion and respect for everyone,” continues Dirk. “It is at the core of our brand and guides us in creating products and experiences that promote wellbeing and harmony for all.”
So how do we make that sentiment a reality at Rituals? Internally, Rituals has a thriving Employee Resources Group called GLOW (Generating Love Opportunities and Wellbeing). Representing the LGBTQIA+ community, it showcases these voices and values within our company at central head office and it’s also growing into our local head offices and stores. “We are actively involved in projects that improve the workspace and the impact of Rituals outside of it,” says Koen Schellekens, one of the founding members. Through these connections, GLOW has hosted drinks, museum visits, book clubs, silent discos and educational meet-ups in the past. “I love that we really make connections internally with colleagues who would otherwise not so easily find each other. It truly functions as a support system.”
Pride Month and the Parade
“This Pride month we set up an exhibition in one of our offices with stories from the community which we’ll launch with a fun bingo event,” reveals Koen. “We also have an educational Pride talk scheduled and then we’re in preparation for the Amsterdam celebrations in August.”
“Supporting Pride month and the canal parade aligns with our core values of inclusivity, diversity and acceptance," says Dirk. “We can’t wait for the vibrant atmosphere and the opportunity to connect with people from all walks of life who share our values of love and inclusivity.” GLOW gives a chance for people to shine bright. “Being part of something that actively represents a non-dominant group inherently means standing out from the crowd,” admits Koen. “It completely changed my view on the workspace and improved my happiness at work greatly, as well as my own personal wellbeing.”
SHOWING OUR SUPPORT OUTWARDLY
Supporting the COC Nederland
With all we do within, we want to share our support to make real change outside of Rituals as well. Partnering with COC, the oldest and most well established LGBTQIA+ organisation in the world, we are co-hosting events and donating much-needed funds to their pledge, which includes educating and supporting those in and around the community.
“We are one of the few LGBTQIA+ organisations that has special consultative status with the United Nations, and we work to support queer organisations and grassroots both globally and nationally. In the Netherlands, we empower queer youth and students,” says Freek Janssens, public affairs and partnerships manager at COC. “Together with Rituals we can now support even more students and teachers in creating safer schools, and provide them with educational material, nationwide campaigns, policy advice as well as local support.”
Supporting RITA
Alongside COC, we’re adding RITA to the organisations we’re supporting. Standing for ‘Report it Always’, we’re helping transform the online platform into a physical reality by helping to fund their brand-new Community Centre in the heart of Amsterdam.
“RITA was set up for the LGBTQIA+ community and bystanders as a place where experiences of discrimination and unsafe situations can be reported. In return we provide support, advice and follow-ups,” explains Aynouk Tan, Board Member at RITA. “We believe Rituals is an exceptional partner because they understand that true wellbeing goes beyond the individual and they see supporting social change as part of their responsibility, not as an add-on but an integral part of their identity.”
At this new space, RITA will host everything from educational workshops to support groups. “Everything we do is aimed at strengthening community ties and increasing inclusion. It’s not just a venue, it’s a movement.”
Watch this space for worldwide expansion too. “We want to grow our network of ‘Friends of RITA’ across Amsterdam with clubs, hotels, businesses and institutions but we’re also developing tools for other cites to start their own RITA branches. This is just the beginning.”
At Rituals, the way in which we support the community is ever evolving, we are constantly growing and learning but one thing we know is that love in all its beautiful forms should be represented and celebrated.
