In a time of poignant and growing hostility which threatens LGBTQIA+ people, specifically trans folks, Outvertising’s Advocacy Playbook provides an opportunity for Adland to learn and improve, while also answering the question of ‘what can I do to help’.
Created by Chris Dunne’s industry-wide organisation, the playbook focuses on harnessing the power advertisers hold to shape the cultural landscape, in order to enlighten and inspire, and to create change for a fairer future for LGBTQIA+ people.
But, beyond Adland, why is LGBTQIA+ inclusion beneficial for everyone? There are plenty of reasons why businesses should be advocating and catering to queer audiences, ethically and economically.
In terms of the business case, audiences are getting queerer, with spending power now becoming too large to be overlooked. The LGBTQIA+ community annually spends £33 billion in the UK, $1 trillion in the US, and $3.7 trillion globally. Allies are also getting louder, with 2 in 3 Brits under 60 believing it is important to fight discrimination against LGBTQIA+ people. Given that globally, according to Kantar research, 75% of consumers say that diversity and inclusion – or the lack of it – influences their purchase decisions, brands cannot afford to ignore the LGBTQIA+ community; doing so risks losing consumer trust, within and beyond the community.
This view is backed by research from the Unstereotype Alliance and Saïd Business School at Oxford University, which shows empirically that progressive advertising drives significant impact on sales, both short- and long-term. It also strengthens brand equity with a strong multiplier effect. Consequently, embedding progressive advertising into commercial strategies can help futureproof growth.
Anti-LGBTQIA+ sentiment has grown, with Community Database Dysphorum recording a 212% increase (2018-2023) in content published about transgender people and rights, the majority of it negative. Over the same period, transphobic hate crimes have experienced a 110% increase, strengthening the conclusion that the anti-trans preoccupation in the media is directly linked with the rise in violence.
As advertisers, we must examine how our spending decisions are fuelling this issue. Strategies should reflect brand values, and investments assessed accordingly. The playbook outlines a 3-step framework that businesses can adapt and use to build equity into their operations. It is split into 3 stages: ‘set the foundation’, ‘build an inclusive workplace’ and ‘advocate for societal change’.
Each stage has three main callouts. In stage 1, set the foundation, businesses are encouraged to articulate their values, champion their people and evaluate internal policies and processes. This is fundamental to building authentic allyship – not just performative gestures once a year.
By committing to inclusive practices year-round, advertisers have the power to shape a more equitable future – where pride is not just celebrated but genuinely felt.
