As allies and supporters of the LGBTQ+ community, we are well aware of the ongoing struggle for LGBTQ+ rights and the importance of making a difference. The LGBTQ+ community has faced significant challenges over the years, from discrimination to violence, and it is more important than ever for businesses to demonstrate their support and allyship.
Here are some tips for marketing to the LGBTQ+ community while also making a difference:
- Educate Yourself: To truly understand the struggle for LGBTQ+ rights, it’s important to educate yourself on the history of the movement and the current challenges faced by the community. Read books, watch documentaries, and attend events to learn about the community and the fight for equality.
- Be Inclusive: Use inclusive language in your marketing materials and make sure your advertising imagery reflects the diversity of the LGBTQ+ community. This includes representing people of different races, ages, gender identities, and abilities. Inclusion is a key component of support, and by making sure your marketing materials are inclusive, you can help to break down barriers and promote acceptance.
- Show Support: Participate in LGBTQ+ events, donate to LGBTQ+ organizations, and publicly demonstrate your support for the community. This shows the community that you are not just trying to sell to them, but that you genuinely care about their well-being and the fight for equality.
- Advocate for Change: Speak out against discrimination and advocate for change. This can include participating in rallies and protests, writing letters to elected officials, or simply using your platform to raise awareness about LGBTQ+ issues. As a business owner, you have a unique opportunity to make a difference and help bring about change.
Marketing towards the LGBTQ+ community has become increasingly important for big brands as society becomes more accepting and inclusive of diverse identities. Many brands have successfully marketed to this community by creating inclusive advertisements and campaigns, offering support through donations and partnerships, and implementing policies that promote equality and inclusivity within their own organization. Here are ten examples of big brands that have successfully marketed towards the LGBTQ+ community:
- Starbucks: In 2013, Starbucks launched a campaign called “Come Together” which featured same-sex couples and families in their advertisements. This campaign helped to show the company’s support for the LGBTQ+ community and helped to create a more inclusive image for the brand. Starbucks also offers benefits to same-sex partners of employees, and have been recognized by the Human Rights Campaign as one of the “Best Places to Work for LGBTQ Equality.”
- Nike: In 2017, Nike released a campaign called “Be True” which featured a diverse range of athletes, including those who identify as LGBTQ+. The campaign was widely praised for its inclusivity and helped to further solidify Nike’s reputation as a brand that supports marginalized communities.
- Target: In 2016, Target released a series of advertisements featuring same-sex couples and families as part of their “Take Pride” campaign. The campaign was well-received and helped to position Target as a brand that is inclusive and supportive of the LGBTQ+ community. Target also made a commitment to the Human Rights Campaign’s Corporate Equality Index and has been recognized as a “Best Place to Work for LGBTQ Equality”.
- Absolut Vodka: In 2008, Absolut Vodka launched a campaign called “Absolut Nights” which featured a diverse range of individuals, including those who identify as LGBTQ+. The campaign was praised for its inclusivity and helped to position Absolut as a brand that is accepting of all individuals, regardless of their sexual orientation or gender identity.
- American Apparel: American Apparel has been known for their use of diverse models, including those who identify as LGBTQ+, in their advertising campaigns. They also support LGBTQ+ rights through donations to organizations such as the ACLU and the Human Rights Campaign.
- Ben and Jerry’s: Ben & Jerry’s has a long history of supporting LGBTQ+ rights, including lobbying for marriage equality and creating a flavor called “I Dough, I Dough” in honor of the first legal same-sex marriages in Massachusetts. The company also has a strong commitment to inclusion and diversity, and actively seeks to hire and promote LGBTQ+ individuals within their organization.
- Coca-Cola: In 2013, Coca-Cola aired an advertisement during the Super Bowl featuring a gay family celebrating together. The advertisement was widely praised for its inclusivity and helped to position Coca-Cola as a brand that supports the LGBTQ+ community.
- H&M: H&M has included LGBTQ+ models and families in their advertising campaigns and been recognized by the Human Rights Campaign as one of the “Best Places to Work for LGBTQ Equality”.
- IKEA: IKEA has a strong commitment to LGBTQ+ rights and inclusivity, and has been recognized by the Human Rights Campaign as one of the “Best Places to Work for LGBTQ Equality”.
- General Mills: General Mills has a long history of supporting LGBTQ+ rights and has been recognized by the Human Rights Campaign as one of the “Best Places to Work for LGBTQ Equality”. They also actively support LGBTQ+ organizations and causes through donations and partnerships.
The LGBTQ+ community represents a significant market opportunity for brands. According to a recent study, the LGBTQ+ community has a purchasing power of over $917 billion in the United States alone. This is a sizable market segment that businesses can tap into by marketing to the LGBTQ+ community in an inclusive and authentic way.
By reaching out to the LGBTQ+ community, brands can tap into a loyal and engaged customer base that is looking for companies that share their values and support the fight for equality. Brands that market to the LGBTQ+ community in a genuine and positive way are more likely to build trust and loyalty with this community, leading to repeat business and positive word-of-mouth.
Moreover, there is a growing trend among consumers to support brands that align with their values and beliefs. The LGBTQ+ community is no exception, and businesses that show their support for the community are more likely to attract customers who share those values.