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The ever-changing landscape of LGBTQ+ marketing.
October is LGBTQ+ History Month. An opportunity to revel in the progress made for equality, consider the battles yet to come, and reflect on how we communicate to one of the most important social groups in the world.
Targeting a market with an estimated $917 billion buying power seems like an obvious business move today, but marketing to the LGBTQ+ community used to be a severe gamble. Just like the movement for equality has evolved, so have marketing efforts. These evolutions coincide with three major stages of the LGBTQ+ movement.
REACTIVITY
From the ‘60s to the late ‘80s, the LGBTQ+ community faced an uphill battle for validation and recognition. The Stonewall Riots were precipitated by years of abuse from local law enforcement, and the AIDS crisis disporportionately affected gay men. The movement through this time was focused on the protection and validation of the community.
1981 - Absolut Vodka was one of the first to market directly to the LGBTQ+ community by placing ads in notoriously gay outlets: The Advocate and After Dark. The content of the ads were not specifically gay, but were placed in magazines that larger brands wouldn't dare enter, for fear of alienating their mainstream base. Absolut has been a mainstay brand of the LGBTQ+ community for over 35 years and has enjoyed undying loyalty.Takeaway: Doing what was unpopular was a great way to break into a niche market, especially during a time when the community was aiming for validation.
VISIBILITY
The ‘90s and early aughts brought visibility to the community, but loud anti-equality groups still proved adversarial. Homosexuality was a key issue in the culture wars of the ‘90s to 2000s, leading the LGBTQ+ community to fight for visibility and acceptance. Brands, recognizing the increasing importance of this market, began to conservatively dabble in LGBTQ+ marketing.
Mid-Late ‘90s - Subaru stumbled upon a section of their market who were already associated with the product: lesbians. The ailing company leaned firmly into targeting this community, posting tongue-in-cheek ads and subtle nods that wouldn't upset any mainstream base—see the pride flag bumper sticker or “XENA LVR” license plate, referencing the lesbian favorite show “Xena: Warrior Princess.” The campaigns brought Subaru loyal customers and cemented them in the heart of the lesbian community.
1994 - Ikea released an ad depicting two men choosing a couch together. The by-today-standards conservative ad didn't directly call out homosexuality, but ruffled some feathers. The American Family Association called for it to be taken down, and a bomb threat was called on a New York Ikea. Although this move was risky in the short run, Ikea grounded themselves as an LGBTQ+ friendly brand for years to come.
Television experienced a second golden age in the late-90’s, leading to more demand for more diverse programming. Shows like Will and Grace, Queer as Folk, The L-Word and Noah's Arc. High-profile people (Ellen Degeneres, Clay Aiken, Rosie O'Donnell) began to come out. This led to increased visibility and increased acceptance throughout mainstream America.Takeaway: This period was an evolution of what brands had begun doing in the 80’s, but instead of niche marketing, LGBTQ+ specific marketing was edging into the mainstream. Being an early advocate has won brands loyalty for years to come.
NORMALIZATION
2010 through 2016 brought major milestones for the community, including the overturn of the Defense of Marriage Act in 2013, and Marriage Equality in 2015. Consumers—especially progressive ones—began to stand firmly with the community. Marketing during this time was out, proud and generally aimed at visible members of the community, namely gay men and lesbians.
YouTube - The rise of personal vlogging led to increased normalization of LGBTQ+ people. YouTubers like Troye Sivan, Dan Howell, and Ingrid Nielsen posted coming-out videos that skyrocketed their success. The late-millenial and Gen Z groups they spoke to increasingly became familiar with the community. These grassroots creators better represented intersecting identities and the variety of LGBTQ+ experience, something no broad campaign could do.
Rainbow-Washing - Consumer sentiment led to pressure on brands to support the fight for equality. Brands that had no ties to the LGBTQ+ community began to adorn their products with rainbows for Pride Month. The proliferation led to exhaustion, as simply slapping a rainbow on a product doesn't really support the community.
Takeaway: With newfound acceptance, the LGBTQ+ community has become empowered like never before. Consumers in this market can be more discerning in their purchasing, as mainstream Pride marketing does not necessarily mean a LGBTQ+ friendly brand.
THE FUTURE
We’re beyond reactivity, visibility and normalization. This moment is about the realities of LGBTQ+ life, and all of the intricacies that the community includes. Hate crimes pervade, especially for marginalized communities. These are the topics concerning LGBTQ+ people, and for brands to be allies, they must become educated and active around these topics, too.
Drawing attention to the oft-complicated realities of life for many queer folx can be the task of brands looking to enter into this market. Developing relationships with smaller sects of the community is the future. The identities brands failed to expand visibility to in the past—POC, trans, nonbinary, bisexual and less-mainstreamed intersections of the lot—are still there. No longer is it enough to rainbow-wash; brands need specific and niche campaigns that speak to the diversity of experiences underneath the LGBTQ+ umbrella.
Want to learn more about Praytell’s commitment to Diversity, Equity & Inclusion or our ERG groups? Drop us a line hello@praytellagency.com
Myles Webb is a Creative Producer with a focus on narrative video. He specializes in delivering unconventional and engaging content to clients that drive growth and build community. He works from Praytell’s Brooklyn headquarters.
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