Pride Month: Brand-Building in the Age of Inclusion

From the Edelman Earned Brand report we know 64 of consumers buy brands that stand for a cause they believe in however we also know that they are very savvy at detecting insincerity amp160amp160In addition to considering the impact of discerning consumers the movement represents the voice and energy of a highly affluent demographic with the purchasing power of the LGBTQ sector valued at amp1601 trillion in the US and 3 trillion globally amp160Brands have a vested interest in getting this right from both an authentic quotcarequot and quotcommercializequot perspective amp160This carecommercialize dynamic needs to be carefully managed too much care with weak metrics and your Chief Marketing Officer will reject your recommendations as being high on sentimentality and low on business accountability amp160Blatant marketing exploitation on the other hand with no substantive evidence that the brand genuinely supports LGBTQ rights will be called out by the social media quotpurpose policequotSo how do brands navigate the choices in messaging tone and format as they strategically launch their campaignsamp160 We have identified three best practices that influence the success and authenticity of a Pride campaignStories Work Better than Rainbow TokenismMany brands have organically brought Pride to life through their products from Nike39s BETRUE Collection to MAC39s kaleidoscope ofamp160MACLOVESPRIDE palettesamp160 However many other brands continue to struggle to showcase substance over superficiality amp160Substance means the company consistently supports LGBTQ rights not only in their marketing effortsamp160but also in their employee relations supply chain customer relations and through their community activism amp160A great example of a company that is showcasing this authentic support through storytelling is Verizonamp160 Their quotLove Calls Backquot digital campaign featuring real stories of people coming out to their relatives serves as a poignant reminder of the intense emotional journey that often exemplifies the LGBTQ experienceIn a moving spot created by McCann New York and directed by Lee Hirsch who was behind the awardwinning documentary Bully previously estranged relatives reconnect over the phone with a touching reminder quotIt39s never too late for love to call backquotamp160 The campaign was done in partnership with PFLAG an organization that reunites families and allies with people who identify as LGBTQamp160 Stories can come in different forms from scripted dramas like Showtime39samp160The L Word which will debut new episodes later this year to story versatility with Hulu39s LGBTQfocused programming guideamp160 There are many advantages to genuinely representing the LGBTQ voice and bringing it to the mainstream not only on screen but on set and in the writing roomSocial media plays a pivotal role in storytelling where brands can communicate values clearly and interact with customers on a regular basisamp160amp160Axe for example clearly stood by its values in response to an organizer requesting product placement during the Straight Pride ParadeEngage the Hearts and Minds of EmployeesEmpowering and inspiring employees during the LGBTQ equality journey is critical amp160We spend onethird of our lives at work and our relationships and interactions shape our sense of belonging and wellbeingamp160 Allyship means vocal supporters not only are welcoming and creating safe environments but they boldly speak up when they observe injustices or discriminationEmployee resource groups are a powerful way to create affinity communities but also to strengthen the bonds of allyship amp160A prime example of this is happening at Nielsen which started an LGBTQ employee resource group back in 2007 and is committed to providing an inclusive workplace for its employees globallyamp160 In the ad agency world the work of Omnicom deserves note their Omnicom People Engagement Network OPEN also an employee resource group continues to create a positive work environment yearround for its employees who identify as LGBTQLive Beyond Pride MonthOne of the hallmarks of a successful campaign is ensuring it remains a focus over the 365 days of a calendar year not just the month of June amp160Verizon makes this a priority with its promise quotWe don39t just celebrate Pride we live itquot exemplified by its fivemilliondollarayear commitment to LGBTQ suppliers its inclusive employee policies and its substantial track record in supporting Pride parades nationwideATampampT added sexual orientation to its nondiscrimination clause back in 1975 making ATampampT one of the pioneers in creating allyship bonds deep within corporate cultureamp160 Today it is recognized by the Human Rights Campaign Foundation39s Corporate Equality Index for achieving 100 in the total possible rating points in LGBTQ inclusive policiesThe Journey AheadDuring this Pride Month brands have two responsibilities to show that they genuinely care while at the same time staying laserfocused on driving brand resultsamp160 This needs to live beyond the parade of vibrant rainbow tokenismamp160 However achieving the right balance is not easy if your brand39s DNA is not founded on the principles of equality integrity and authenticityamp160 The winning brands have these values indelibly linked not just to their marketing and employee policies but to the very core of their culture and raison d39amp234treamp160 Most importantly it is not about what brands say or do but how brands make others feel that will serve as the proudest moment of truth for any campaignPhoto credit Jason Leung amp160UnsplashClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Pride Month: Brand-Building in the Age of Inclusion

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Raquelle Zuzarte

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Pride Month: Brand-Building in the Age of Inclusion

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Raquelle Zuzarte

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