(Photo by Yoav Hornung on Unsplash)The Importance of Building Connections That Extend Beyond Pride MonthThe first time I saw myself represented in the media was a big deal for me. There’s a scene in the Emmy-winning Schitt’s Creek where David Rose, one of the main characters, describes his sexuality with a comparison to choosing wine. As a member of the queer community, I noticed the specificity and care put into this moment. Another specific memory is that of a Subaru commercial casually depicting a same-sex female couple without comment.
Representation for the LGBTQ+ community in corporate marketing is generally abysmal—but it doesn’t have to be. The two key things that aren’t happening? Listening and specificity. Here’s what you need to know about building an inclusive marketing campaign for the LGBTQ+ community.
Is marketing specifically to the LGBTQ+ community important?Now, this depends. Are you interested in over $3.7 trillion in spending power globally? When we talk about speaking to underserved markets, the LGBTQ+ community should be at the top of the list. If you’re interested in Gen Z or millennials, you should be paying even closer attention. Twenty percent of millennials and 31% of Gen Z identify as LGBTQ+. That’s almost one-in-three TikTok sensations you’re leaving out. (Just kidding—kind of.)
Beyond the market value, there’s the fact that two-thirds of LGBTQ+ folks don’t see themselves represented in advertising.