Amid concerns over ‘rainbow-washing’ and backlash from prominent political figures and organisations, Pride month feels somewhat quieter this year.
Where once there were brands aplenty eager to jump on board with floats, campaigns, merch, TV spots, social content or fundraising, it now feels much trickier to drum up engagement, and questions about ‘brand safety’ are even being bandied about.
For those brands still keen to engage with the community, to represent queer audiences and understand the business case for representation in advertising, there remain myriad ways to do so with authenticity.
Working with creatives
If your LGBTQ+ campaigns feel performative and hollow, could it be because they are being created by people who do not fully understand the community? When creatives from specific minority backgrounds are involved in creating the physical work, not just making the odd suggestion, or correcting misrepresentations, it will land far better with those audiences.
Consulting the community
There are a range of organisations that support agencies with creating diverse campaigns, and a lot of the people in those organisations are LGBTQ+. The Diverse Standards Collective work alongside brands and agencies to ensure the cultural insight is there from the outset, not sprinkled in as a last-minute consideration.
Supporting vital causes
LGBTQ+ charities have faced a catastrophic rollback of funding. Community projects are struggling, councils are pulling away from events, and as rights are up for debate again many feel helpless. Brands have an opportunity here. For example, in the face of the Supreme Court ruling last year presenting trans women with life-changing repercussions, Lush began raising funds for charities supporting trans rights with their Liberation bath bomb.
Ensuring everything is alright at home
When a workplace is not inclusive, nor one where queer people can thrive, consumers will see through hollow LGBTQ+ inclusivity messaging.
Working with the community, raising funds, creating diverse campaigns are all amazing actions. But companies should also consider the policies they offer, from shared parental leave to transition policy and adoption policy. Queer people in organisations should not just be consulted; they should spearhead such policies that disproportionately affect their community.
Keep the faith when it comes to working with the LGBTQ+ community. The brands who stay with us will be remembered in the long run.
