Guide to Working with the LGBTQ+ Community

Advertising is rapidly changing. Although showcasing thin, white, cisgender, straight, able-bodied models used to be the norm, the industry is quickly realizing the power of diversity. Over the past several years, there has been a spike in LGBTQ+ representation in advertising. From H&M, to Mercedes, to Calvin Klein, more brands are embracing the LGBTQ+ community. Our new guide is intended as a starting off point for brands looking to expand LGBTQ+ representation in their advertising.

Statistically, the roles of most current ads do not mirror the vast experience of the human population. Age-old psychology lets us know that people respond more to images that they can relate to. 35% of consumers say they are more likely to purchase from brands that include LGBTQ+ themes and people in advertising campaigns (marketingdive.com). Calvin Klein’s recent Pride ad featuring the plus size Black trans model Jari Jones is an example of where advertising is headed.

The challenge with becoming more LGBTQ+ inclusive is that if done the wrong way, it can alienate your audience. The LGBTQ+ community has a vast array of experiences and struggles that need to be considered when telling our stories. If we are portrayed in ways that play into stereotypes, it can quickly turn people away from a brand. Ideally, every team will have leaders in the LGBTQ+ community, in particular those who are women, trans, and people of color, to help guide projects in the right direction.

This guide is intended to help brands to become more LGBTQ+ inclusive in their advertising as well as their teams. We review best practices for working with the LGBTQ+ community, major issues facing our community, answers to frequently asked questions, and a glossary of terms. Congratulations on reading this guide and making this step not only to empower your company to embrace the full diversity of the human population, but to help make the world a safer place for the full spectrum of human experiences.