Reaching the LGBTQ Market: Do’s and Don’ts
As Pride Month kicks into high gear, we at Probity Marketing wanted to take a moment to discuss smart marketing strategies for small businesses. We've all seen the plethora of rainbow-filled merchandise and catchy slogans promoting inclusivity. But let's be honest, effectively reaching the LGBTQIA+ community takes finesse to avoid the dreaded rainbow-washing phenomenon. (If you need a quick refresher on rainbow-washing, check out our article here.) So, without further ado, let's explore some do's (and don'ts!) of marketing to the queer community.
DO: Amplify Inclusion with Language, Imagery, and Videos in Your Marketing Strategy
In recent years, there has been a significant surge in diverse representation within media and advertisements, yet there is still progress to be made. When developing an ad campaign, it's crucial to consider featuring genderqueer individuals or couples who authentically showcase the use of your products. Moreover, incorporating inclusive pronouns and employing gender-neutral language in your communications is paramount. This ensures that your marketing content resonates with and embraces everyone, irrespective of their demographics, fostering a truly inclusive environment.
DON’T: Limit LGBTQIA+ Community Recognition to Just Pride Month
Demonstrate an unwavering commitment to LGBTQIA+ inclusivity by incorporating inclusive language consistently in your advertisements and internal communications, and by featuring gender-diverse individuals in your media throughout the year. Merely promoting queer content during Pride month falls short of true diversity commitment; it's a form of rainbow-washing, exploiting pro-LGBTQIA+ messages solely for profit without genuinely understanding and supporting the underlying issues. The LGBTQIA+ community has achieved remarkable progress, thanks to trailblazers like Marsha P. Johnson and Bayard Rustin, among countless others. While it's impossible to capture the entirety of their contributions in this article, celebrating Pride Month involves educating ourselves about queer history and its ongoing evolution. Let's recognize the struggles of the past and the exceptional individuals who have shaped a brighter future for all.
DO: Cultivate an LGBTQIA+ Friendly Business Environment
Research consistently demonstrates that diversity in the workplace leads to enhanced innovation and overall growth. As noted by DEI expert Diana Ellsworth, establishing a safe, supportive, and inclusive environment is essential, and this responsibility lies with management. Therefore, why not prioritize creating such an environment within your business? Start by eschewing discriminatory hiring practices, providing comprehensive training to employees on inclusive language, and fostering an understanding of the significance of LGBTQIA+ inclusion. Additionally, feature LGBTQIA+ individuals in your marketing materials to signal that your products and services cater to their needs as well. By taking these steps, you can showcase your commitment to inclusivity and ensure that your business becomes a safe and welcoming space for all.
DON’T: Overlook the Economic Power and Influence of the LGBTQIA+ Community
In the United States, LGBTQIA+ spending has emerged as the fastest-growing segment, reaching an impressive $1.4 trillion annually, often referred to as "pink money." Both queer individuals and their allies are motivated to support brands that openly embrace LGBTQIA+ inclusivity and actively contribute to the community. A notable example is Credit Suisse, a financial services company, which observed that their stock basket comprising LGBTQIA+ inclusive companies consistently outperformed the broader market. This striking trend unmistakably demonstrates the significant purchasing power wielded by the LGBTQIA+ community and highlights the compelling reasons for businesses to prioritize LGBTQIA+ inclusivity in order to tap into this thriving market.
DO: Be The Change You Want to See
While many strides have been made to move society forward in being more inclusive of our differences, we still have some ways to go. Using the recommendations in this guide along with fostering respect for all individuals. By adhering to these essential do's and don'ts, small businesses can authentically connect with the LGBTQIA+ community and play a meaningful role in advancing inclusivity within society as a whole.
Effectively marketing to the LGBTQIA+ community extends far beyond superficial gestures like using rainbow imagery and showcasing queer couples solely during Pride month. It demands a genuine, year-round commitment to being an ally. This entails consistently employing inclusive language and imagery, actively supporting queer causes, and fostering a diverse workplace environment where LGBTQIA+ individuals feel valued as both employees and customers.
Ready to enhance your communication and marketing strategies to reach the LGBTQIA+ community? We're here to help! Contact us today to discuss how we can assist your business in creating authentic and inclusive campaigns. Let's work together to make a positive impact and foster meaningful connections.
