LGBTQ Inclusion in Marketing & Advertising – Benefits & Tips
The LGBTQ community is a powerful force in the global economy. This population represents a significant market share, and brands that fail to include LGBTQ people in their marketing and advertising are not only being insensitive, but they’re also missing out on a major opportunity.
In recent years, there has been a growing movement toward LGBTQ inclusion in marketing and advertising. This is due in part to the increasing visibility of the LGBTQ community, as well as the growing awareness of the importance of diversity and inclusion in marketing.
BENEFITS of Being Inclusive
There are a number of benefits to brand who commit to making advertising and marketing LGBTQ-friendly.
Increased Brand Awareness and Engagement
According to a study by the Association of National Advertisers, 86% of LGBTQ consumers are more likely to do business with a brand that is LGBTQ-friendly.
Improved Brand Perception
A study by GLAAD found that 84% of LGBTQ consumers are more likely to have a positive view of a brand that includes LGBTQ people in its advertising.
Increased Sales
LGBTQ-inclusive ads are 35% more likely to be remembered by viewers, according to a study by Think with Google. Therefore, LGBTQ-inclusive ads are more likely to lead to sales.
Improved Employee Morale
A study by the Human Rights Campaign found that LGBTQ-friendly workplaces have higher employee morale and productivity. It’s no surprise that LGBTQ employees feel more comfortable and valued at work when they are surrounded by a supportive environment.
Increased Market Share
The LGBTQ population is a growing market with a lot of spending power. According to a study, the LGBTQ market has a combined buying power of $917 Billion.
TIPS for Being Inclusive
Despite the challenges and potential snafus, LGBTQ inclusion in marketing and advertising is a growing trend and a necessary strategic initiative. As this community continues to gain visibility and strength, it is likely that we will see even more brands embrace diversity and inclusion in their marketing.
Here are some ways to make your marketing and advertising more LGBTQ-friendly:
Do your research. Before you start creating your marketing materials, do your research and learn about the LGBTQ community. This will help you to create content that is accurate and respectful.
Be authentic. Don't try to force diversity into your marketing. Let it happen naturally.
Be respectful. Avoid stereotypes and clichés. Show LGBTQ people in a positive and accurate light.
Be inclusive. Make sure your marketing is relevant to all LGBTQ people, regardless of race, ethnicity, gender, and sexual orientation.
Use inclusive language. Ensure the language that you use is not discriminatory or offensive.
Show your support. Donate to LGBTQ organizations or participate in LGBTQ events. Demonstrate to your customers that you are committed to diversity and inclusion.
By including LGBTQ representation in their marketing, brands can help to create a more inclusive and accepting world.
