How Brands and Retailers Can Extend Their Influence and Be Effective Change Agents for the LGBTQ Community
By: Sharon Brogdon, Head of Diversity and Inclusion at RetailMeNot
Pride-themed marketing and advertising is everywhere right now, from rainbow logos and social media posts to corporate donations and more. But before you applaud these brands and stores (some retailers rightly deserve it), let’s take a step back to talk about how brands can take appropriate measures to commemorate the meaning behind Pride month, and why the 50th anniversary of the Stonewall riots should be a call to action for all companies.
Pride month is a time of reflection and celebration for the LGBTQ community. This year, efforts and momentum are growing as WorldPride comes to the United States, with an expected 4.5 million people marching in New York City on June 30.
A wealth of marketing research addresses the substantial spending power and brand loyalty of the LGBTQ community, but brands may be caught off guard if they receive backlash for unauthentic marketing efforts during Pride month.
So, what are some of the signs of an authentic investment in the LGBTQ community? Brand engagement can be divided into the following tiers:
1. Rainbow Happy Products and Advertising. Plenty of marketers have seized the opportunity to jump on the LGBTQ marketing bandwagon during Pride month, recognizing the profitability of the advertising window during a time of increased fervor from consumers. In this first tier of engagement, we see Pride-themed accessories, attire, products and logos. Oftentimes, once the “season” of Pride is complete, these products are no longer available.
2. Giving Back to the Queer Community. At this level, brands and retailers become more committed to producing products that give back to the LGBTQ community. They are making donations and providing a platform to help external organizations drive change and may provide external corporate messaging that speaks to the actions they are taking.
3. Immersing Corporate Culture and Values. The highest tier of engagement is standing up for LGBTQ employees, partners and the community year-round, well beyond Pride month. These vendors view Pride month as an inflection point in their year-round engagement in which they continue to celebrate the voices of the LGBTQ community and amplify their commitment by doing something special. This level of engagement has the power to drive change both internally and externally. These brands practice what they preach and take a stand on the right side of equality.
The leader of an LGBTQ employee resource group at a tech company in Austin, Texas, explains further: “It’s easy for brands to express support for the LGBTQ community when there is money to be made, but what demonstrates true corporate allyship is when these brands stand by our community when they have something to lose. Opposing discriminatory laws by publicly opposing anti-LGBTQ legislation, and sometimes even relocating operations, shows that a brand is willing to take risks for the community.”
In 2017, brands like Apple, Samsung, IBM and RetailMeNot protested so-called bathroom bills in Texas. PayPal pulled 400 jobs and expansion plans from North Carolina after lawmakers there passed similar legislation impacting lesbian, gay, bisexual and transgender people. The LGBTQ community is looking to support corporate brands that are committed to a purpose-driven approach in which they proactively leverage their influence to champion change.
Another employee active in the movement believes that: “There’s also been a call for companies, especially social platforms, to clean up bigotry on their platforms. Companies need to be cognizant of how their products are being leveraged — if your algorithms and success metrics aid in spreading misinformation and enable users to harass minorities, ask how you can fix those things and help the community.”
Another LGBTQ ally I spoke with voiced that “support for any person, cause or community must come from a place of wanting to make the world a better place without fear of repercussion. Showing your support of the LGBTQ community through marketing is more than words, it’s an action. Action to drive change in the world, specifically within the LGBTQ community.”
Agencies, brands, retailers, tech companies and more have an opportunity to focus on empowering employees, business partners and local communities to use their voices to become effective change agents — inside the office and out. Companies that have seen the most success at building consumer loyalty are those that have been willing to stand up for marginalized communities in an authentic way.
It takes courage, but that courage is often rewarded with strong brand loyalty. In order for the action to feel authentic, it must be a sustained commitment that extends, in the case of Pride month, well beyond June 30.
