The LGBTQ+ community remains one of the largest demographics in the United States, with 7.2% of the population identifying as lesbian, gay, bisexual, transgender, or something other than heterosexual – double what the percentage was a decade ago. With today being the first day of Pride Month, it’s especially important to consider the value of integrating the LGBTQ+ community into your full-funnel marketing approach to ensure you’re being inclusive and relevant. Given our current social climate, it’s also important that your brand approaches LGBTQ+ marketing authentically and respectfully. We’re here to help your brand achieve that goal.
- Celebrate the individuals in your company that identify as part of the LGBTQ+ community. As a 100% woman-owned agency, and with several members of our leadership team belonging to minority groups including LGBTQ+, we understand the importance of demonstrating your company’s commitment to diversity, equity, and inclusion. Instead of being declarative in your support of the LGBTQ+ and other minority communities, take direct action that shows you are truly in support and willing to make a change.
- Highlight your clients and the steps they’ve taken to build support around the LGBTQ+ community. While Pride Month is an important time to pay special attention and celebrate the LGBTQ+ community, it’s also something that brands should be paying attention to all year round. Pride Month is an opportunity to show how your brand is committed to celebrating, uplifting, and integrating the LGBTQ+ community each day.
- Leverage influencers to create a more organic connection with your target audience. Influencers and content creators are an effective way to promote your product or service to your target audience without the formality of a traditional advertisement. When it comes to Pride marketing, influencers and content creators are especially effective because they have a unique connection with the LGBTQ+ community that brands may not be able to replicate through marketing tactics.
Each of these factors into the overarching goal of LGBTQ+ marketing, which is that authenticity is key. Instead of attempting to garner positive attention for your brand in the short term, focus on building a long-term framework that shows your brand’s commitment to supporting the LGBTQ+ and other minority communities. By putting out inauthentic messaging that doesn’t truly reflect your brand’s position and opinions, individuals will be less likely to support you in the long term. LGBTQ+ marketing is a really effective way to reach your target customer base given the value of diversity, equity, and inclusion amidst our current social culture. In general, consistency and authenticity are key to expressing your brand’s stance on important topics.
