07 Oct 2024
LGBTQ+ consumers could account for over 20% of your customer base in the next 10 years. If you add in allies and the growing population of individuals who want their favourite brands to be champions of diversity, equality and equity, this segment is not one you can afford to ignore.
Brands have struggled to connect with LGBT audiences, especially in the past couple of years. We’ve seen high-profile cases where attempts to show support, join in Pride celebrations, or commemorate LGBT history have backfired. This has led to the unfortunate situation where some even took the drastic decision to withdraw public support and limit the business’ involvement.
So, how can brands market to LGBTQ+ customers without risking backlash for “rainbow washing”, “pride washing” or coming across as “woke”? Here are five quick tips for busineses of any size:
- Ensure LGBTQ+ representation in advertising is authentic
- Avoid stereotypes in your marketing
- Take the time to learn how to connect with LGBT audiences
- Tap into LGBTQ+ consumer trends
- Grow with the community.
Read on for details on how you can make this work for your business.
Authentic LGBTQ+ representation in advertising
Most marketing leaders start out with the right intentions. However, resource, time and budget limitations often make it challenging to represent all customer segments fairly. Avoid falling into the trap of majorities or focusing on one minority. Authentic representation can come across beautifully when you take the time to consider that not all LGBTQ+ individuals are camp blonde white muscular men.
Avoid stereotypes in marketing
It should come as no surprise that the vast majority of LGBTQ+ people do not fit tired media stereotypes. Limiting creative concepts or marketing audiences to fit these stereotypes will at best limit your campaign reach, and at worse annoy your target customers.
Learn how to connect with LGBT audiences
When in doubt, take it to the source. Rather than assuming what your customers want, we recommend asking them. Organisations that are open to feedback and build products – and marketing campaigns – around their customers’ wants and needs are more likely to succeed. This is also true for lesbian, gay, bi, trans and other queer people. If you’re open to learning about them, they can turn into your best advocates.
Tap into LGBTQ+ consumer trends
Your LGBT customers are more likely to be social media savvy, trend-setters, and ahead of adoption curves whether you’re selling fashion or technology. Being aware of these trends and finding the right partners who can help your brand jump in at the right time can set your brand apart from the competition and accelerate your growth.
Grow with the community
Decades of persecution and segregation have led to a strong sense of community. Recognising this and working with the LGBTQ+ community can help you uncover hidden insights, discover brand ambassadors, and build a loyal customer base who will recognise and reward your efforts.
Your Next Steps
Doing right by your employees, your stakeholders and your customers shouldn’t be a difficult choice. We can help you forge the right path ahead. Talk to one of our consultants to find out how we can help you market your business to LGBTQ+ customers.