Inclusivity is a loaded term for many. While there are those of us that understand the world needs to have the people on the fringes seeing themselves represented, there are many others who feel it’s all just pandering.
The problem is, so many brands (often with the best intentions) have spent the last few years pandering to diversity with ideas that seem tacky and tone deaf, particularly when it comes to the LGBTQ+ community. Does anyone remember, for example, the LGBT sandwich released by M&S in 2019? If you don’t, count yourself lucky.
In recent years, LGBTQ+ causes have gained significant visibility and recognition, and this has opened opportunities for brands to engage with such a diverse and vibrant community. However, brands need to approach LGBTQ+ engagement with authenticity and genuine support rather than tokenism.
This pride month, I’ll be unpacking exactly how brands can engage with the community in a way that brings them profit without succumbing to “rainbow washing”.
Understanding the LGBTQ+ Community
RainBro by Studio Unbound
To engage authentically with the LGBTQ+ community, brands must first understand its nuances. The LGBTQ+ acronym encompasses individuals of various sexual orientations, gender identities, and expressions. This community is not a monolithic one, rather a tapestry of experiences, challenges, and aspirations. By educating themselves about LGBTQ+ history, ongoing struggles, and achievements, brands can establish a strong foundation for meaningful engagement.
Authenticity: Beyond Rainbow Capitalism
Genuine support is paramount when engaging with the LGBTQ+ community. Brands should move beyond superficial gestures during Pride Month or other LGBTQ+ events. Instead, they should demonstrate a long-term commitment to inclusivity and equality. Supporting LGBTQ+ causes, advocating for LGBTQ+ rights, and showcasing diverse voices within the community should be embedded in a brand's core values.
Partnering with LGBTQ+ Organizations
Collaborating with reputable LGBTQ+ organizations is an effective way for brands to demonstrate their commitment. By forging partnerships, brands can amplify the voices of LGBTQ+ activists, fund essential programs, and support community initiatives. These collaborations should be built on mutual trust, respect, and a shared commitment to promoting diversity and inclusivity.
Authentic Representation
The LGBTQ+ Tower by Rickie Marsden
Representation matters. Brands should strive for accurate and diverse representation of LGBTQ+ individuals in their marketing campaigns, advertisements, and other media. This can include featuring LGBTQ+ individuals in leadership positions, showcasing LGBTQ+ families, and challenging gender stereotypes. By representing the community authentically, brands send a powerful message of inclusivity and create meaningful connections with the LGBTQ+ audience.
Employee Inclusion and Support
Creating an inclusive work environment that supports LGBTQ+ employees is crucial. Brands should adopt policies that protect LGBTQ+ employees from discrimination and ensure equal opportunities for career growth. Offering inclusive benefits and resources, such as transgender-inclusive healthcare coverage, can go a long way in demonstrating authentic support for the LGBTQ+ community.
Listening and Learning
Brands must actively listen to the LGBTQ+ community and respond to its needs. This involves ongoing engagement, seeking feedback, and implementing suggestions. By continuously learning and evolving, brands can avoid missteps and genuinely meet the expectations of the community they seek to engage.
Financial Benefits
Authentic engagement with the LGBTQ+ community can bring substantial financial benefits to brands. Studies consistently show that LGBTQ+ consumers are loyal and actively support brands that genuinely embrace diversity and inclusivity. By building trust and loyalty within the LGBTQ+ community, brands can tap into a significant market segment with substantial purchasing power.
Case Studies: Success Stories
Several brands have effectively engaged with the LGBTQ+ community, resulting in both social impact and financial success. Let’s have a look at a few of the best campaigns from the last year.
Boots – #JOYFORALL
For Christmas 2022, Boots Joy For All campaign let the UK know that they could find perfect gifts for everyone, showcasing how Beauty and Wellness bring joy to people’s day-to-day lives. The TV advert stars Lydia West (It’s A Sin) and follows her as she finds a pair of magical spectacles, letting us see what really brings our diverse characters true joy. One of these is Kyle (Tomás Azócar-Nevin, also a drag artist in real life), who we see transform into their drag persona, adding glam final touches to hair and make-up in a magical moment of joy.
Virgin Atlantic – Be Yourself
Virgin cemented its position as the most inclusive airline by listening to its people and re-writing its gender identity policy to offer the option to wear the Vivienne Westwood-designed uniform they identify most with. In addition, the company has introduced pronoun badges, gender-neutral ticketing systems and further inclusivity training for its people. The news was announced to the world with an inclusive, stylised fashion forward ‘runway on a runway’ content campaign, fronted by Drag Race legend and long-time LGBT+ ally Michelle Visage, alongside influencers, trans and non-binary pilots and crew.
Absolut – Born to Mix
Absolut is a brand that has long been associated with the creative set, including Keith Haring and Andy Warhol, and was the first brand to support the Queer community in advertising in the 1980s. Fast forward 40 years, Absolut launches the Absolut Choir, fronted by trailblazer popstar Olly Alexander, bringing together inspiring changemakers and creatives. With a new arrangement of ‘Shine’, and a through-the-line campaign including content, billboards and events, Absolut uses the power of the collective to turn up the volume on equal rights, body positivity and better representation – proving we are #BornToMix and together we can drive positive change.
Invest in Authenticity
Engaging with the LGBTQ+ community authentically is not only a moral imperative but also a strategic business move. Brands that demonstrate genuine support, foster inclusivity, and actively listen to the community can create strong connections, expand their customer base, and ultimately enhance their bottom line.
By investing in authenticity, brands can make a positive impact while reaping the financial benefits of embracing diversity and inclusivity.
