Building Real Relationships for Pride Month
June 07, 2019
Pride kickoff is in full swing. According to Forbes, LGBTQ audiences represent more than a whopping $1 trillion dollars in spending power. New research from Hornet.com and Kantar Consulting shows that this market is currently the fastest-growing market right now, and is only expected to grow. However, the study also found a surprising 66% of LGBTQ+ individuals saying “I don’t see my lifestyle represented in advertising” and 51% saying, “I wish I could see more advertising with families like mine.” With Pride month kicking off this June (culminating in World Pride Day in NYC), brands have an exciting opportunity to thoughtfully engage with audiences. Here are just a few things marketers can focus on:
Looking back on past Pride month marketing efforts, many brands went out on a ledge. While some brands chose to play it safe, the most buzz was circling around those that took creative risks. Verizon released an ad celebrating members of the LGBTQ+ community who came out to their parents – and the mothers and fathers who support them. Peer-to-peer non-profit PFLAG Canada created DestinationPride.org — a data-driven mobile search platform that reimagines the Pride flag as a dynamic bar graph, then uses it to visualize the world’s LGBTQ+ laws, rights, and social sentiment. Users were able to search any town, city, province, state or country on earth. PFLAG Canada’s algorithm then calculates six key measures of acceptance, such as marriage equality, sexual activity law, gender identity protections, anti-discrimination laws, civil rights and liberties, and social media sentiment. Apple released a Pride-themed rainbow background for the Apple Watch, and Spotify launched Pride Hub to curate playlists featuring LGBTQ+ artists around the world and help listeners easily find examples of queer culture.
Make an Impact
Pride month also celebrates the fact that there is still much work to be done. Brands can give back by partnering with non-profit organizations, setting up charity donations through purchases, and seeking feedback from the LGBTQ+ community within their own walls on how to better internal company culture.
The LGBTQ community has been left out of marketing for decades. Connecting with the audience takes time, and brands that only show up in June can come across as anything but an ally. Like all communities and demographics, the LGBTQ community exists 365 days a year and their lives are more mundane than the elaborate celebrations and protests you see in June. There is no “one size fits all” demographic. It is diverse, and embracing differences is what sets a good marketing strategy apart. Creating consumer journeys and experiences 365 days a year that cater to the demo are long-lasting ways to contribute to a friendlier, more inclusive marketing world.
Cross-Cultural audiences have well surpassed critical mass, and the industry must now adopt an inclusive communications approach. Whether it’s better understanding the value of these audiences, busting myths and stereotypes, or learning how to best engage these communities through emerging channels that are culturally cued, AcuityAds can help. Contact us here or join us at the upcoming IAB Cross-Cultural Marketing Day to learn how you can take an inclusive approach in your marketing efforts.