The LGBTQ community is one of the most influential demographics in the United States, and many businesses are beginning to see the benefits of marketing specifically to this group, especially during Pride month. But when businesses attempt to align with a group and come across as pandering, there can also be backlash from the improper/offensive execution.
LGBTQ and Pride marketing campaigns are an effective way to reach potential customers who prefer businesses with a proven commitment to diversity and equality.
It’s important to avoid offensive mistakes when marketing to the LGBTQ community. For example, let’s say you have a customer who identifies as gay and is looking for your product or service. If your company were to make a joke about how he might not be able to use the product because of his sexuality, this could cause him—and other members of the LGBT community—to feel offended and excluded from your brand.
It’s important to avoid offensive mistakes when marketing to the LGBTQ community. For example, let’s say you have a customer who identifies as gay and is looking for your product or service. If your company were to make a joke about how he might not be able to use the product because of his sexuality, this could cause him—and other members of the LGBT community—to feel offended and excluded from your brand.
Likewise, companies shouldn’t assume that everyone will understand their message. Consider how you would react if someone produced an ad campaign based on stereotypes about people who look like you; it probably wouldn’t sit well with you at all! By making sure both LGBTQ and non-LGBTQ consumers understand their campaigns’ messages, companies can avoid alienating either group entirely.
The most important aspect of LGBTQ marketing is the need for it to be authentic; consumers will reject inauthentic or politically correct pandering.
LGBTQ marketing is a delicate topic, but the most important aspect of it is the need for it to be authentic. Consumers will reject inauthentic or politically corrected pandering. Messaging is key, and there are ways in which to speak to this community, and ways that you shouldn’t. For example, if you’re trying to market your product or service as gay-friendly and you don’t actually have any openly gay employees or customers, consumers can smell that from a mile away—and they’ll reject your message because they don’t want their money going toward someone who isn’t authentically invested in helping them.
If you’re looking at LGBTQ or Pride Month marketing as an opportunity to make some fast cash, then you should consider this advice: authenticity is key. Don’t be afraid to be honest; don’t shy away from being genuine; and above all else, don’t try too hard! If your message feels forced or fake in any way (even if it’s unintentional), then you might want to rethink how authentic your message really is before moving forward with an outreach plan so that people can trust what you’re saying when they hear about it later down the road.
Our DEII group felt AT&T did a wonderful job in a recent video letting the messaging and support take center stage while not directly pushing a specific product or direct call to action. Ensuring as a brand that you are taking all of these nuances into consideration ensures your marketing is appropriate and not offensive.
In conclusion, LGBTQ/Pride marketing is a fantastic way to reach consumers who are hungry for businesses that reflect the diversity of their communities. The most important thing to remember is that these messages need to be authentic and genuine; if you try too hard, people will know and reject your attempt at pandering. Consistently being welcoming and open in your advertising sends a message that you care about all communities, every month of the year!
