Ian Cross’ Post

Everyone wants to see themselves represented in advertising that targets them. This extends to the LGBTQ+ community as well, but according to a recent survey conducted by LGBTQ+ streaming network and corporate member Revry, QSRs and fast casuals are falling short in representing the community in their advertising. Revry’s LGBTQ+ Consumer Content and Advertising report, available here, is culled from Revry’s LGBTQ+ Streaming Audience Insights of 1,000 viewers, which is run by Nielsen. One of the top findings was that the LGBTQ+ community frequents both QSR and fast-casual restaurants (more than 1/3 at least once a week), and 26% of those have tried a QSR or fast-casual brand based on the advertising. Yet despite this, 68% of LGBTQ+ respondents still feel misrepresented in advertising in general. Still, their wish to be taken seriously as a consumer group goes beyond seeing representation IN an ad. More than six in ten LGBTQ+ viewers “want QSR and fast-casual brands to visibly support LGBTQ+ events, causes, and programming.” https://lnkd.in/gz_djWyM #LGBTQ #QSSR #FastCasual #Advertising #Representation

In a world that increasingly demands authenticity and inclusivity, why do some brands still hesitate to embrace marketing that resonates with the LGBTQ+ community fully? A recent study highlighted by Adweek uncovers a paradox: while most marketers recognize the immense value and positive impact of inclusive advertising, many remain cautious about potential backlash. The findings are eye-opening: 82% of marketers believe there's substantial room for more marketing that includes LGBTQ+ people, yet only 55% have actively marketed to or included this community in their campaigns. This hesitancy is not rooted in doubts about the effectiveness of such marketing—97% reported a positive impact on brand perception, and 83% noted an increase in brand loyalty. The real challenge lies in navigating the fear of backlash, which seems to overshadow the potential gains of embracing inclusivity wholeheartedly. Let's ponder this: if the majority of the population expects greater inclusivity, as the data suggests, aren't we, as brands and marketers, obligated to rise above the noise and meet these expectations? The silence or withdrawal in the face of controversy harms the brand reputation and misses a crucial opportunity to connect with a vibrant, diverse, and growing audience. Inclusivity should not be a seasonal trend or a box to tick off in a marketing strategy. It should be a year-round commitment, a genuine effort to understand, respect, and celebrate the rich tapestry of human experiences. Brands that succeed in doing so don't just win the loyalty of the LGBTQ+ community; they earn the respect of all consumers who value authenticity and inclusivity. As we navigate the complexities of modern marketing, let us remember that courage, authenticity, and a steadfast commitment to inclusivity are the hallmarks of genuinely impactful brands. The question is not whether we can afford to be inclusive but whether we can afford not to. #Inclusivity #Authenticity #LGBTQMarketing #BrandCourage #Un_Standard Brands Are Scared to Use LGBTQ+ Marketing That Works http://dlvr.it/T53hBw

New from GLAAD, and finally, some good news. Still, the study found the industry is more fearful of facing backlash due to LGBTQ inclusion, as opposed to facing backlash for lack of LGBTQ inclusion. This, despite the fact that consumers – and especially younger consumers – are 51% more likely this year to say the industry is not doing enough to represent the LGBTQ community appropriately. Let's hope this election doesn't set us back a few hundred years. #LGBTQ Some findings: The importance of transgender representation in advertising among industry leaders increased by +71% compared to 2021. The importance of bisexual representation in advertising among industry increased by +69% compared to 2021. The study found that 90% of the industry says it’s very important to feature the LGBTQ community in advertising. The study revealed an +80% increase in the industry saying the LGBTQ community is very important to their business, compared to 2021. The study found that 69% of advertisers and agencies have funds specifically allocated to targeting our community, up +17% from the prior survey in 2021. The study found that nearly half of the industry completely agree that companies must be prepared to stand by their decision to support or include LGBTQ people in advertising, and this grows to nearly 90% among those in the industry that agree completely or agree somewhat. The study found that companies that have faced backlash are up to 1.6x more likely to increase their commitment to feature LGBTQ people compared to companies that have not faced backlash. #LGBTQ

Brands know there's more room to represent LGBTQ+ communities in their marketing. So why don't they do it? They're afraid. As the Association of National Advertisers shared exclusively with ADWEEK, 82% of marketers believe there’s still significant room for more marketing that includes LGBTQ+ people, but just 55% of brands actively marketed to or included the LGBTQ+ community in their marketing. The survey conducted in August and September 2023, just after the Bud Light and Target boycotts found that brands knew representative ads positively impacted brand perception (97%) and increased brand loyalty (83%). While 93% of marketers think it is important to represent the LGBTQ+ community in their ads—up from 79% in 2021—another 82% think more positively of a company that actively markets to LGBTQ+ consumers (up from 66% three years ago). “The message is clear: There is both a need and an opportunity for deeper inclusion strategies with LGBTQ+ consumers,” said Bob Liodice, CEO of the ANA. But brands are deeply afraid of both potential consumer blowback and not finding brand-safe environments for their message (39% each), despite ANA AIMM reporting in October that 77% of consumers would stop buying from brands that back away from promises to diverse groups and causes. “Brands today are making decisions to step away from inclusivity because they’re hearing the message from 11% to 13% of the population, which is very unfortunate,” said Lisette Arsuaga, co-founder of AIMM. ADWEEK spoke with RanaVerse founder Rana Reeves and Happylucky co-owner Emily Stutzman about the current marketing reality and the steps brands could take to build lasting relationships with LGBTQ+ audiences.

With the latest season of RuPaul's Drag Race coming to a close, there's much brands and marketers can learn from the show's loyal fan base and broad appeal. One of the biggest takeaways is the importance of dedication to your audience. Don't just sponsor a pride parade float here and there. Be a consistent sponsor year after year, franchise after franchise. Read this article to learn more about what RuPaul's Drag Race can teach brands about LGBTQ+ marketing. #RuPaulsDragRace #LGBTQ+ #marketinglessons #brandloyalty

Happy Pride Month, everyone. DISQO's been cooking up fresh insights in partnership with Do the WeRQ for our fourth annual report on LGBTQ+ advertising. Keep your eyes peeled over the next couple of weeks. In the meantime, here's a pre-read to catch up. #PrideMonth #Research #Data #ConsumerTrends #Insight

The Upside of More LGBTQ+ Marketing: These efforts positively impact brand perception (97%) and increase brand loyalty (83%), according to the Association of National Advertisers. Another 82% think more positively of a company that actively markets to LGBTQ+ consumers (up from 66% three years ago).

LGBTQIA individuals and stories should be consistently showcased across campaigns, ads and social media content so they are woven into brand work. This means moving away from stereotypical and tokenistic practices, and instead, featuring LGBTQIA people in a wide range of roles that validates and reflects their experiences. By integrating LGBTQIA representation into everyday marketing, brands contribute to normalizing and celebrating their identities throughout the year, encouraging acceptance and unity. https://lnkd.in/eJgPR_Eh #MRX #MarketResearch #MulticulturalResearch #Insights #MulticulturalMarketing #Multicultural #BrandStrategy #Marketing #ConsumerBehavior #MulticulturalInsights #Inclusion #LGBTQIA

📺 RuPaul’s Drag Race🌈 offers key lessons for brands aiming to connect authentically with the LGBTQ+ community: 1. Be Authentic: Genuine representation matters. Involve LGBTQ+ individuals in your campaigns. 2. Celebrate Diversity: Showcase a variety of voices and experiences within the community. 3. Support Year-Round: Engage with the LGBTQ+ community consistently, not just during Pride Month. 4. Empower and Advocate: Partner with organizations like the ACLU to support broader social causes . By embracing these principles, brands can build strong, genuine connections and foster loyalty within the LGBTQ+ community. 🌟 #LGBTQMarketing #BrandStrategy #Inclusivity #MarketingTips

“Intersectionality is complicated”. “It’s too nuanced for an ad”. “We need to reflect as many people as possible”. That’s what brand experts say when you ask why campaigns are so broad they are rendered meaningless. According to these experts, it’s simply too hard to connect with the many different ways a person identifies. Please. The razor-sharp precision with which great marketers (or even decent ones) target their messages tells us brands can absolutely address intersectionality. When they want to. I see three reasons for brands don’t expand their marketing to nuanced, unique and intersectional LGBTQ+ individuals: Bigotry, laziness and fear. I won’t waste time on the first group except to say they will eventually find themselves, quite publicly, on the wrong side of history. I know this because they are on the wrong side of the present. Then there’s the lazy group. These are box-checking brands that issue generic statements about inclusivity, change their social media banners and slap a rainbow on an ad. If anyone asks about their limitations, they point to an ad featuring two women or two men (probably of the same ethnicity) to declare just how inclusive they are. There was a time when LGBTQ+ representation was so severely lacking in mainstream media that literally any representation felt like a win. We call that time “the 90s” and they are over. Do better. I suspect the largest group by far are brands that are afraid—not of a homogenous group of LGBTQ+ people or Pride in general (everyone loves a parade!)—but of the actual individuals this month is supposed to acknowledge, represent and celebrate. Brands are afraid of what will happen if they get too specific in their support. Someone, somewhere will be offended. They forget that no matter what they do, someone, somewhere will always be offended. This is why companies need to examine who they are and take a stand. When Bud Light (the American beer) faced backlash after a transgender influencer was engaged to promote their brand on Instagram, the company backtracked and blamed a third-party agency. This resulted in even more backlash from the people they originally set out to support. Bud Light’s problem wasn’t that it paid for the endorsement of a trans woman. It’s that they failed to take a stand. They wanted to please everyone—or offend no one—instead of being who they are. By May 2024, more than a year after the controversy, Bud Light sales had fallen 28.2%. Honey Maid is a great case study of not screwing it up. Their ad about love featured different types of families, including—gasp!—a family with two dads. The company printed out the hate mail they received and turned it into an art piece that spelled the word “Love”. The concept of “marketing to people instead of Pride”, as the article puts it, shouldn’t be that difficult. At least not for any marketer worthy of the title. #Pride https://lnkd.in/d84PpJws