In a recent webinar hosted by AIMM, experts from SSG and Target 10 shared, Carlos Santiago and Matt Tumminello, share valuable insights and strategies for brands aiming to authentically connect with LGBTQ+ consumers. The session emphasized the importance of moving beyond stereotypes and tokenism to create genuine, inclusive marketing that resonates with the diverse LGBTQ+ community.
Research presented during the webinar highlighted the need for improved representation, with 53% of LGBTQ+ individuals feeling unseen in ads and 51% seeing stereotypical portrayals, according to the latest 2024 CIIM tracker. Authentic representation not only fosters acceptance but also builds brand loyalty, as positive and accurate portrayals leave a lasting impression on LGBTQ+ consumers.
The growing significance of the LGBTQ+ population cannot be ignored, with 7.2% of U.S. adults identifying as LGBTQ+ (Gallup 2023) and 24% among Gen Z adults (Public Religion Research Institute 2024). However, despite this, LGBTQ+ representation in advertising remains minimal, with only 3% of TV ads featuring LGBTQ+ individuals (GLAAD 2023).
To bridge the gap between current practices and genuine connections, the experts provided several actionable recommendations for brands:
- Ensure authentic representation by including LGBTQ+ voices in marketing decisions and collaborating with queer content creators. Avoid tokenism and embrace intersectionality by showcasing diverse bodies, races, and ethnicities.
- Demonstrate continuous engagement and support beyond Pride Month to build trust and authenticity with LGBTQ+ consumers. Don’t ghost the community after June.
- Align with values that benefit the LGBTQ+ community, lean into vulnerability, and commit to ongoing support and inclusion to demonstrate genuine allyship.
- Move beyond stereotypes and glamorized ideas of the LGBTQ+ experience. Reflect the diverse and real experiences of the community in advertising.
By implementing these strategies, brands can create marketing that resonates authentically with LGBTQ+ consumers, leading to stronger loyalty and brand affinity. The insights shared during the webinar serve as a valuable roadmap for navigating the evolving landscape of inclusive marketing and fostering meaningful connections with the LGBTQ+ community year-round.
As Carlos Santiago (SSG) and Matt Tumminello (Target 10) emphasized, it is time for brands to move beyond Pride Month and embrace genuine, ongoing support for the LGBTQ+ community. By doing so, they not only contribute to a more inclusive society but also unlock the potential for long-lasting, mutually beneficial relationships with LGBTQ+ consumers.