The New Revolution in Advertising is the LBGTQ+ Community
Advertisements are showcasing more diversity than they did five years ago. But there is still a major demographic missing from most marketing campaigns: the LGBTQ+ community.
While it’s now more commonplace to advertise to LGBTQ+ people during Pride month, it’s still rare to see LGBTQ+ people in ads year round. LGBTQ+ characters appeared in less than 1% of ads in 2019. This is surprising when considering that 86% percent of non-LGBTQ people say that they know someone who is LGBTQ+ and over half of Generation Z (ages 10-24) identifies as not straight.
LGBTQ+ representation isn’t important for brands solely due to the demographic’s estimated 3.7 trillion dollar global purchasing power. Studies demonstrate that non-LGBTQ+ people, on average, prefer ads that include LGBTQ+ people. LGBTQ+ marketing expert Bob Witeck refers to this as the “PFlag effect,” referring to the “Parents, Families and Friends of Lesbians and Gays'' advocacy group. “When you advertise to gay people you reach their brothers, sisters, cousins…” etc, he explains.
People want to see ads that reflect the society they live in. If the people in the ad are not someone you’d come across in everyday life, then who’s to say the product isn’t fake too?
A campaign’s diversity can affect a brand’s bottom line. Brands with the highest diversity scores showed an 83% higher consumer preference according to Heat. According to Adobe’s 2019 “25 years of Digital Advertising” report, 61% of Americans find diversity in advertising important. And, 38% of consumers said they are more likely to trust brands that show more diversity in their ads.
Television and movies are far ahead of advertising when it comes to LGBTQ+ representation. According to Adobe, non-LGBTQ+ viewers report being exposed to members of the LGBTQ+ community in movies and on the small screen 36.4% more than advertising. Television’s success lends a big clue as to where the media industry is heading.
Some of today’s most successful brands are taking a stand for the LGBTQ+ community and increasing their revenue as a result.
Some view the move to include LGBTQ+ people in advertising as “political,” and therefore something to stay away from. However, some of today’s most successful brands are taking a stand for the LGBTQ+ community and increasing their revenue as a result.
Abolut Vodka limited edition LGBTQ+ packaged vodka
Absolut Vodka is also known for being a champion of the LGBTQ+ community. After “a disastrous 2015”, the world’s #2 Vodka brand released their limited edition LGBTQ+ packaged vodka. The bottle features rainbow brushstrokes and includes a ‘Taking Pride in Diversity’ statement on the back. Absolut saw sales return as they continued releasing more LGBTQ+ ad content.
Starbucks #WhatsYourName campaign
Of the LGBTQ+ community, the “T” are featured less. Starbucks made strides in this area with their award-winning #whatsyourname campaign. The campaign, which featured several trans people using their new names on their Starbucks cup, helped bring the company a 7.24% increase in revenue from 2018 to 2019. One should note, however, their lack of diversity in their ads, which is a major area of improvement for them.
Aaron Philip in Dove’s Nothing More Beautiful campaign
Perhaps Starbucks should take cues from other brands such as Dove and Mastercard. In their 2019 Pride campaign, “Nothing More Beautiful” Dove featured six activists in the BIPOC LGBTQ+ community. One of the models, Aaron Philip, is the first black, transgender, and physically disabled model to ever be represented by a major modeling agency. Philip told Allure, “I think that the casting is so special because it's all of us just in our differences, coming together, loving each other, just being here for each other, and making space for each other. That's the point. Dove is making space for people, for everyone.”
Dove, who has continuously supported the LGBTQIA+ community, has grown in sales from 4,104 M in 2016 to 4,977 M in 2020.
Mastercard’s True Name campaign
Mastercard, who’s seen double-digit growth for over a decade, brought trans name affirmation to the next level in their 2019 True Name campaign. They are allowing trans and nonbinary cardholders to put their names on their credit cards, regardless of whether they got it changed legally. The campaign models are diverse, both racially and in size. Mastercard’s ads are something other brands can aspire to.
One thing is clear to this observer: In a few years, there will be a tipping point when the majority of brands have jumped on the LGBTQ+ bandwagon in their general advertising. After that point, starting to display LGBTQ+ models and actors will be like declaring “Black Lives Matter” for the first time in 2021 — it will be too late.
The LGBTQ+ community has a wealth of untold stories that could make any ad campaign stand out.
So the question isn’t really whether brands should include LGBTQ+ people in their marketing, but how. Dove, Absolut, Mastercard, and Starbucks all work with real LGBTQ+ people to tell their stories. Their ads have an authenticity about them because they collaborated with the LGBTQ+ community to create them. The LGBTQ+ community has a wealth of untold stories that could make any ad campaign stand out. Brands that collaborate with LGBTQ+ people to tell these stories are coming out ahead.
These stories must be told thoughtfully, however, as the LGBTQ+ community can tell when a brand is capitalizing on them for a quick buck. Sarah Kate Ellis, President & CEO, GLAAD reported in 2019:
“It is not enough just to have an LGBTQ character present to win an LGBTQ audience’s attention. There needs to be nuance and depth to their story, and the slate of characters should reflect the full diversity of our community.”
— Sarah Kate Ellis, President & CEO, GLAAD
Brands need to take a well-rounded approach to improve their LGBTQ+ competency by hiring LGBTQ+ people, donating to LGBTQ+ causes, and making clear non-discrimination workplace policies. Working with LGBTQ-run talent and advertising agencies such as Qwear Media, Mixx Agency, and Posture Media, is the best way to ensure authenticity.
Brands should work with diversity and inclusion specialists to bring about new policies, from adding pronouns to business cards, adopting new healthcare plans to cover trans-related care, and making bathrooms gender neutral.
This is an exciting time for brands to stand up for their beliefs while also getting ahead in the marketplace. The brands that get it right will be remembered.
Cover image: Allure
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