Agencies: Embrace Queer Marketing Initiatives Prior to Planning for Pride Celebrations
Rewritten Article:
Sure thing, here's a refreshed take on the topic:
Let's get real, folks. It's high time we ditched the standard approach to LGBTQ+ community outreach by agencies. You know, the usual stuff that happens in June: an office shindig, sponsored floats, visiting drag queens – all while overworked employee resource groups scrambble to educate their non-LGBTQ+ counterparts. It's a waste of energy and resources, especially when we're supposed to be celebrating, not working our butts off. And for the record, these parties serve as rehearsals for the choir – they don't convert any new vocalists.
So let's challenge the ad industry, shall we? Instead of half-hearted efforts, let's brainstorm tactics that genuinely engage the LGBTQ+ community, generating value for the industry and society at large.
Reevaluating the Approach to Gathering LGBTQ+ Data
Now, imagine if your advertising agency were to organize a company Pride party. With limited leadership direction and funds, it's the LGBTQ+ employees who are usually roped in to work – unpaid, mind you – to educate their peers on queer culture. The whole affair is corporatized, not a genuine celebration of queerness.
Contrast that with a well-conceived party, replete with a vision, a concept, a theme. A party that embodies what it means to be gay, not just another corporate gathering. That's where the magic happens. And it's not impossible, you just need a team who understands the essence of queerness.
Now, consider the process for an LGBTQ+ campaign. Strategists venturing into unexplored territories, creatives crafting based on a brief – all with the familiar comfort of staying within established cultural norms. The outcome is boosted morale for employees and positive impacts beyond the agency.
But here's the kicker: representation matters, big time. Despite being the fastest-growing multicultural demographic in the nation, LGBTQ+ people still receive a paltry 1.42% of screen time in national television ads from the top ten advertisers, and they're a part of only 3% of ads[1]. And 79% of non-LGBTQ+ consumers agree that brands should aim for multidimensional, human representation in advertising[1].
Our industry, renowned for massive campaigns, cultural connections, and behavioral impacts, has fallen dismally short in recent years when it comes to supporting our communities. If Pride parties were the solution, they would have made a difference by now. To make matters worse, a study revealed that 64% of employees either reduced or stopped attending company events outside work hours in 2023. Given a choice, nearly seven in ten preferred a larger bonus instead[3].
Because of the potential to create meaningful change for the LGBTQ+ community and create a positive work culture for everyone, allies should shift their focus and resources towards campaigns that benefit the wider community. By placing LGBTQ+ individuals in decision-making positions for queer creative work, they can take the driver's seat.
Picking a Client
Assuming you have a robust talent pool of LGBTQ+ individuals ready to help shape your campaign, it's time to find a client outside your agency. There's no shortage of community organizations eager to collaborate on impactful projects. Trans Lifeline, FLUX, and SAGE are just a few examples[2]. Instead of focusing on your agency's values, let's collaborate on elevating essential community brands.
It's Not a Pride Campaign; It's an LGBTQ+ Campaign
The focus on June by brands and agencies is misplaced. We commend brands that show their support beyond Pride month, without any need for visual rainbows. Choose any other month – but not June! Give us a break, and don't make us work harder in June. Remember, "Pride" isn't a demographic – it's people: lesbian, gay, bisexual, transgender, queer, and more. Speak to the people, not the calendar.
Create Something Repeatable
If you've executed a Pride campaign before, great! Time for a sequel. If it's your first LGBTQ+ campaign, make sure it's worth repeating. If your campaign aligns with your brand values, it'll last longer than a year. And here's a simple sign of commitment: Keep your Pride flag up year-round, anytime is a good time to celebrate diversity and inclusivity.
Measuring Your Impact
Only 29% of LGBTQ+ employee resource groups (ERGs) have a formal mission aligned with business goals, and 53% of ERGs crave more active participation from leadership beyond Pride month[4]. Don't evaluate your impact based on how many of your employees attended a party; instead, measure it by the number of consumers reached, the level of engagement, the donations made, the units sold, and the lives changed. If you're in the hospitality sector, consider covering meals for your employees with their chosen families. Go a step further by funding hotel stays for them to visit loved ones. If you're in the automotive industry, reimburse gender-affirming care travel expenses and offer paid leave.
And if your metrics benefit both the community and the client, no one can accuse you of winning creative awards merely to pad your trophy shelf.
The Real Risks DEI Retreats Pose to Marketers
LGBTQ+ individuals are working harder than ever for visibility and fairness. It's high time for us to take the driver's seat in queer creative work. So if we never again see a Pride party from a company that hasn't executed an LGBTQ+ campaign, that's just fine by us. Once we've collaborated to achieve meaningful change together with the community, then let's celebrate our accomplishments.
Footnotes:
[1] Source: GLAAD's Annual Television Network Report[2] Source: Communication of the ACM (CACM)[3] Source: The Harris Poll Equality Index[4] Source: Global LGBTQ+ Inclusion Study by PwC
- The current approach to LGBTQ+ community outreach by advertising agencies often financializes celebrations, which should be genuine expressions of support, by requiring unpaid work from LGBTQ+ employees during company Pride parties.
- Instead of investing in weak strategies, advertising strategists should develop campaigns that genuinely engage the LGBTQ+ community, creating value for both the industry and society.
- While investment in diversity-and-inclusion programs is crucial, allocating resources towards campaigns that benefit the wider LGBTQ+ community would lead to more significant impacts and a more inclusive business environment.
- Collaborating with community organizations on impactful projects will not only create a positive work culture for everyone but also foster stronger connections with the LGBTQ+ demographic.
- To successfully measure the impact of such campaigns, marketing strategists should emphasize the number of consumers reached, the level of engagement, the donations made, and the lives changed rather than solely focusing on attendance at events.
