The pink pound (the spending power of the LGBT+ community) is estimated to be worth £6 billion per year in the UK alone. Although this is a considerable market, it still sometimes feels that brands haven’t quite hit the mark when accurately communicating and making the LGBT community feel connected to them.
In fact, according to research by Gay Times and Karmarama, the total opposite is occurring, as 72% of the LGBTQ+ community thinks the way they are presented in advertising is tokenistic.
In recent years though, we’ve definitely seen an increase in marketing efforts that are inclusive to an LGBTQ+ audience. But, whilst there has been an improvement, there’s still a long way to go if 72% is an indicator.
Here are our five ways to make sure your brand is authentically marketing to LGBTQ+ customers:
Table of Contents
1. Keep it positive.
Why isn’t an LGBT experience told in a positive light? Of course, everyone’s journey and pain points are valid and should definitely be discussed, showcased and truly heroes. However, this isn’t the be-all and end-all of being LGBTQ+. It begs the question: what would the world be like when the negative is removed?
Brands can learn a lot from specific moments in pop culture – from the likes of Schitt’s Creek and Heartstopper – especially as both have received nothing but rave reviews and critical acclaim. They provide a real indication of how successful things can be by focusing on the positives, rather than the negatives that generate a shock factor. LGBT+ lives are full of happiness too, so make sure it’s shown.
2. Remove any heteronormative tropes.
Yes, LGBT+ can have children but not ALL same-sex couples have or even want children!
There are approximately 200,000 same-sex families in the UK, making up roughly 15% of the LGB population. Therefore, creating content that shows heteronormative family settings and using same-sex protagonists is relatable to, at most, 1 in 10 LGB people. We cannot assume LGB family dynamics will be the same as hetero.
Most brands have relied on aspirational content to help market their products and this heteronormative compromise seems to be their answer but that is still not an accurate aspiration for most LGBT+ people. Families come in all shapes and sizes nowadays – the sooner that brands get to grips with this, the sooner that marketing will begin to represent an accurate depiction of society without coming across as tokenistic.
3. Don’t over-sexualise or stereotype.
This happens less in advertising and brands, but it’s certainly happened before. We’ve all seen ads that show same-sex couples kissing or within intimate settings.
The question here: is this to engage the LGBTQ+ community or shock the hetero one? We’re big believers in showing intimacy in same-sex couples as a way to normalise this in the mainstream. There is SO much more to LGBTQ+ culture than what’s broken into the mainstream as it typically runs deep in the community and is based on love, happiness and fun.
LGBT+ content has an opportunity to engage younger audiences in ways that show the breadth of our community. It can break down stereotypes and take the focus off the “what happens in the bedroom” angle and dig deeper by being aspirational but most importantly authentic.
4. Do good market research.
When conducting market research or forming new marketing campaigns, LGBTQ+ perspectives should be considered and included. Don’t fall into the trap of male-targeted research and messages.
Diversify your research by factoring in different lifestyles and including them in your marketing efforts. Who is your target audience and how can you get them involved to ensure that your marketing strategy is a success? This point brings us nicely to our next one…
5. Remember every community.
Marketing and advertising often stereotype, even if it’s not done consciously. An unbalanced depiction of extremely effeminate gay me or masculine women is an old idea that will alienate many.
There are many different communities that cover the spectrum of the LGBTQ+ community, including trans folk, asexual individuals, pansexuals, and queer people. Hinge recently released a dating guide which included “not-so-frequently-asked questions”, helping to appeal to those who might not fit into the typical norm that marketing so heavily focuses on – for example, this guide explores the details around demisexuality.
Why Monumental?
Our expertise lies within LGBT marketing through an eco-system of channels such as search marketing, influencer marketing, PR and social media. Whether you require one service or need all four, we are on hand to provide the best strategy to help them work together in tandem – growing your business quickly.
In our space, we are leaders in engaging diverse audiences authentically across a multitude of digital marketing channels including social media, search marketing, public relations and influencer marketing. All of our marketing campaigns are fuelled by honest and LGBT-powered creatives to ensure their authenticity in the market and maximise their impact.
At Monumental, we believe in creating a better world by helping brands that place purpose at the core of everything they do. We look at things differently because we have authentic diversity of thinking coupled with differential experience because of the people we have at its core.
We have successfully operationalised our diversity, inclusion and belonging values within our in-house team. Prioritising our team’s, clients’ and work diversity to truly foster an environment of unique creativity and growth. This natively authentic diversity and a strong focus on results is what sets Monumental apart from the galaxy of other agencies out there.
Over the last 5 years, we’ve had the absolute pleasure of also supporting pro bono causes that bring joy to our communities, such as sponsoring Pride Edinburgh and working with non-profit organisations such as Kaleidoscope Trust. On average we donate around £100,000 every year in marketing and PR services to charities and community groups that align with our values.
Final Thoughts
Another important point is to be open and honest, and understand that things are probably not going to be entirely perfect. That’s the true beauty of marketing, as it’s a learning curve.
But by factoring these elements from the very beginning, you will have a better chance of getting it right the first time.
LGBTQ+ folk are an extremely engaged community and they are worthy of hearing about what you’ve got to say. Be sensitive, down to earth and recognise struggles – but also their happiness – and you’ll be onto a winner!
We are an LGBTE-accredited marketing agency! So, if you want to find out more about how to implement LGBTQ+ inclusive marketing campaigns, we’ve got you covered! Get in touch now.
