The Evolution of Marketing to the LGBTQ+ Community

Gena Casciano You39re launching the ANA39s LGBTQ practice at the ANA Multicultural Marketing ampamp Diversity Conference What can we expect to learn during the sessionsGreg Wright We39re going to look at how advertisers are participating in the LGBTQ community including representation in creative and community support We39ll address some of the issues raised by the LGBTQ community including rainbowwashing lack of authenticityamp160and how the industry can support the community better We39re focusing the first day of the conference on LGBTQ inclusive marketing so it will be a great opportunity for marketers to learn from brands that are connecting with the community and to hear from the community on how we can improveCasciano Why has multicultural marketing become a necessity vs a luxury for brandsWright I39ve never viewed multicultural marketing as a luxury As a millennial multicultural marketing has always been a necessary part of any strategy Marketing exists to grow business and any successful business needs to continually attract consumers Brands are leaving out a huge segment of potential consumers by not adopting a multicultural marketing strategy One can build a business by focusing on a target demographic but to continue to grow that business one has to look outside that initial audience Additionally brands should expand their approach to multicultural marketing to increase the diversity and appeal of all their campaigns Nothing is more impactful than when you can see yourself represented as part of the wholeCasciano How has multicultural marketing evolved over the yearsWright Marketing is in a state of constant change And the best marketing adapts quickly to that change That has never been truer than with multicultural marketing A driving force of that change recently has been consumer habits Today39s consumers want authenticity from their brands and an alignment on intrinsic values That can be daunting for a brand that hasn39t connected with a multicultural audience or a specific demographic before No one wants to get it wrong but one can reduce risk by ensuring a diverse team is behind the campaign Ultimately today39s multicultural marketing requires forming a bond with the consumer and supporting their community authentically We have to earn a consumer39s trust and loyaltyCasciano The acronym LGBTQ covers many identities within the community When brands represent the LGBTQ community how can they do so well and properlyWright Just as marketing continues to evolve so does our understanding of the LGBTQ community For a long time the LGBTQ community was ostracized so we are only just starting to see the breadth of the community as it becomes safer for us to live as our true selves However much of the community still faces violence and discrimination in the US and around the world An understanding of where the community is today and diverse team perspectives can help guide a brand down the proper way of representing the LGBTQ community Having members of the LGBTQ community on your team and ensuring they feel comfortable to be themselves can be a great way to ensure authenticity as well But it39s also important to remember that the LGBTQ community is one of the most diverse LGBTQ doesn39t just span sexual orientations it spans ethnicities genders interests professions geographies and more Overall intent matters and today39s consumers are keen to it In addition to what39s previously been mentioned brands should be careful not to fall into LGBTQ stereotypes avoid rainbowwashing support the community and nonprofits show support outside of just pride month and ensure your brand and company are in alignment on that supportCasciano How has the adoption of multiculturalism informed today39s marketingWright Multiculturalism has played an increasingly important role in marketing especially as creating meaningful connections with consumers and telling an emotional story has become more important Multiculturalism has led to a better understanding of consumers which has led to better creative Understanding how to include various communities and cultures as well as their stories will lead to authentic consumer connectionsCasciano Finally how does a fully realized DEampampI program benefit and improve a marketing team39s effectivenessWright Increasing team diversity should be paramount for everyone Including different perspectives and experiences on your team will lead to better performing marketing campaigns and a better work environment But this requires taking the time to step outside one39s comfort zone be proactive in the hiring process work with HR to ensure blind resume reviews and promote open positions outside of the usual places And sometimes you have to be the one to drive these changes no matter what position you hold in your companyClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views 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The Evolution of Marketing to the LGBTQ+ Community

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