Beyond the Rainbow: How Brands Can Better Connect with LGBTQIA+ Consumers All Year Round

In this guest post, Jonathan Munschi (pictured below), head of sales for Twitter Australia, says initiatives such as Mardi Gras and Pride month give brands the ideal platform to connect with the LGBTQIA+, but, Munschi asks, why ignore the rest of the year?
It’s time for brands to rethink their approach to LGBTQIA+ inclusive marketing. Brands need to connect with communities in the moments that matter, in the places they thrive, and in ways they appreciate.
But rainbow banners, logos, and packaging during Mardi Gras and Pride Month — or one-off donations to nonprofits that support the LGBTQIA+ community — are not enough.
Consumers are too savvy to not notice what’s superficial and they want to see substance behind the lip service.
In today’s world, brands need to have a much deeper understanding of the nuances of identity and queer culture to connect with the LGBTQIA+ community in a truly authentic and meaningful way.
All eyes on values, actions, and impact
Modern consumers keep a watchful eye on the brands they buy from (or want to buy from) — particularly on what the brand represents, values, and supports. And they’re more sceptical than ever, putting brands under pressure to be authentic in their support of underrepresented and underserved communities.
What does this mean for brands? As a starting point, it means moving beyond the ‘flavour-of-the-month’ approach when it comes to inclusive marketing.
All brands need to have an all-year-round plan for marketing to people from all walks of life. Consumers shouldn’t have to wait for their dedicated month, week, or day — whether that’s Pride Month, Mardi Gras, NAIDOC Week, or some other time — to feel seen, heard, understood, valued, and respected.
Plus, it’s a lot harder for your message to stand out during significant cultural moments when there are so many other brands also trying to be part of the conversation.
A richly diverse community, not a monolith
Despite being valuable consumers, LGBTQIA+ people have often been overlooked or misrepresented in marketing.
Even when there have been efforts to connect with these consumers, the campaigns from the most informed brands have sometimes missed the mark. They don’t capture all the different facets of LGBTQIA+ people’s identities and lived experiences, as well as the intersections between them.
As a result, LGBTQIA+ marketing only represents a fraction of the community, alienating the rest.
Marcus Cooper (@marcusicooper), Twitter’s director of inclusion, diversity, equity, and accessibility (IDEA), believes “intersectionality is the next frontier for inclusive marketing, especially for LGBTQIA+ people.”
“Too often queer narratives centre around homogeneity in race, ability, and gender expression, but we’re not a monolith,” he added.
“This community embodies every dimension of identity — and connecting with those audiences through storytelling and product differentiation can be a gamechanger for both brands and consumers.”
Savage x Fenty flying the flag for inclusion
In terms of a brand that truly “gets it”, Marcus cited @SavageXFenty by @Rihanna as leading the way in inclusive marketing.
“From the designers to the production staff, Rihanna has employed a richly diverse and immensely talented team of creatives. Her runway shows — which are globally accessible via livestream — also consistently include queer artists, dancers, musicians, and models of colour,” he said.
“With a product line that boasts leather harnesses, fishnet crop tops, and lace lingerie, Fenty is bringing queer culture to the forefront of style and mainstream media.”
The same approach has been applied to Rihanna’s cosmetics line @FentyBeauty, which continuously illuminates the beauty of LGBTQIA+ people of all backgrounds in its campaigns.
Brands at the forefront of intersectional diversity will be the winners
So, what do brands need to do to make meaningful connections with LGBTQIA+ consumers?
The first (and often overlooked) step is simple — get LGBTQIA+ people involved in the decision making process.
Often, failure to represent LGBTQIA+ people on screen is due to a lack of representation off screen. But the only way to create campaigns that truly resonate with people and that accurately reflect their lived experiences is to get the right people in the room.
So, invite them to the discussion, ask for their input, or even better, let them lead the way when it comes to LGBTQIA+ inclusive marketing.
This is especially important because there’s a full spectrum of diversity within the LGBTQIA+ community that’s not captured in marketing.
“I would encourage brands to centre diversity and inclusion at every stage of the design/planning process,” Marcus said.
“There’s a saying that reads, ‘Nothing for us without us’, and it speaks to the need for key identity groups to be centred as critical stakeholders in work that involves (or disproportionately impacts) their communities. It’s like producing a Black History Month campaign in the US without consulting Black consumers or Black marketing professionals.”
Having a continuous, open dialogue with the right stakeholders will also help you be mindful of the unique challenges that LGBTQIA+ people from different backgrounds face, as well as understand how to be respectful.
Often, in their attempt to be respectful, brands portray LGBTQIA+ people in ways they feel would be more socially acceptable in their markets. But this can be damaging to the community, making them feel like their truth is unsavoury.
“Respectability politics have historically played a major role in multicultural marketing. While brands believe in meaningful inclusion, the intentional re-positioning of ‘non-traditional lifestyles’ for palatability typically results in further exclusion and alienation,” Marcus said.
“The LGBTQIA+ community is deeper and more colourful than the cis, masculine media portrayal. I would encourage brands to explore all dimensions of queer identity and expression.”
Finally, brands need to be authentic in how they engage with the community. Consumers will see right through superficial messages, so seek to build genuine long-term relationships, instead of just creating seasonal marketing campaigns for when special events come around.
“Authenticity comes from integrity and intention — neither of which are possible without truth. When we tell the stories of others, we are telling their truth,” Marcus said.
“So, if brands want to better connect with the truth of the LGBTQIA+ experience, they need this community represented in the writing room.”
Latest News

B&T’s Search For Australia’s Greatest Ad Part 5!
B&T's vote for Australia's greatest-ever ad is much like the recent referendum sans the mudslinging and Kamahl.

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

“Cut The Crap!” Piers Morgan Sensationally Outs “Royal Racists” On His TV Show
The corgis, anyone in the Palace with a funny hat & even Camilla off the hook, as Piers delivers royal racist dirt.

Wednesday TV Ratings: 365,000 Sign Up To Watch The Last EVER Hot Seat on Nine
Mrs McGuire reportedly unhappy about Eddie loafing about the house after Nine cans Hot Seat.

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

It’s The Best Of The Best – Directors Of First Impressions, Presented By Finecast, Part Of GroupM Nexus
They're the ones with the best hair and the whitest teeth! Yes, it's adland's top 10 directors of first impressions.

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

PubMatic Nabs Luke Smith From Seven West Media
Seven's Luke Smith quits for PubMatic. However, he's still in line for one of James Warburton's annual Christmas hams.

Slew Of New Hires At Snap Inc.
Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Michael McLacren Confirmed As Deb Knight Replacement For 2GB Afternoons
Think AM radio has a bit of an angry boys' club feel? It's not improving things with this news.

Reddit Gets Playful Brand Refresh
This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

World Square Counts Down To Christmas With Sydney’s Biggest Advent Calendar
Hopefully this news will get you in the Christmas spirit. Either that or go and stand in Westfields for nine hours.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Ignite the Thrill: National Drag Racing Championship Unleashes Media Campaign Via Murmur Group
If there's one sport in the world that's thumbing its nose at global emissions, it's probably drag racing.

Rethink Ink: Is It About Time You Reconsidered Print?
Print's not merely an excellent vehicle for brands, it's also perfect for getting the barbecue alight for the sausages.

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

Cannes In Cairns Media Accreditation Open Now!
Work in media? Want to cover next year's Cannes In Cairns? There'll be no free piña coladas without this form.

In-House Agency Council Research Report: 78% Of Marketers Now Work With An In-House Agency
In-housing is definitely an industry hot button topic. Admittedly still a long way behind office affairs.

OMA Announces Winners Of The Q3 Creative Collection Competition
Who doesn't love the out of home medium? Apart from the very real chance of being shat on by a bird.

JOLT Launches Industry First In-App Advertising Solution
Do you drive an EV more for its bragging potential than anything environmental? You may enjoy this electric news.

Ideally Nabs Simon Gawn From Denomination
Denomination's Simon Gawn jumps ship to Ideally. Apparently his farewell from his barista was very touching.

SurfStitch Unveils New Brand Position & Summer Campaign
Did that winter diet not result in the beach body you so hoped? Read this surfwear article with caution.

Man Of Many Welcomes Naman Singh & Alex Martinez
If Man Of Many's hold music isn't Metallica's "The Shortest Straw", it bloody well should be.

realestate.com.au Extends Major Partnership With Sydney Swans
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Tuesday TV Ratings: “There Are Too Few Episodes” – Dessert Masters Finale Leave Viewers Wanting More
Dessert Masters finale reportedly leaves viewers wanting more. Weight Watchers also keeping a keen eye on things.

Avenue C Nabs Paula Lopes From KINESSO
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

Dave ‘Rabbit’ Rabbetts Departs Star 104.5 Breakfast
Dave 'Rabbit' Rabbetts departs Star 104.5 breakfast. Has asked everyone call him Dave for a little bit.

MOO Premium Foods Admits “100% Ocean Plastics” Claims Misled Consumers
Yoghurt brand in strife over green claims. Meanwhile Mars Bars still getting away with "helps you work, rest & play".

IAB Study: Online Advertising Expenditure Hit $3.73B For September Quarter
Digital continuing to be advertising's star performer. Although that's not intended as a slur to the humble catalogue.

More Than 15,000 Watch On YouTube As An Emotional Brittany Higgins Takes The Stand
One of the biggest stories of 2023 looking like it's heading into 2024. Has the legs to even make 2025.

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]

The End Of An Era: Millionaire Hot Seat Comes To A Close After 25 Years
Eddie McGuire set to become even more annoying after his game show hosting gig comes to an end.

The Good, The Bad & The Ugly: These Are The Moments That Dominated Media Coverage In 2023
It's 2023's biggest news stories counted down! And whoever wrote it clearly didn't miss out out Taylor Swift tickets.

Free-To-Air TV Welcomes Landmark Win Against Streaming Giants
It's a win for the free-to-air networks this morning. However, it's not stopped the incessant squabbling between them.

KFC Spoofs Fragrance Ads With Its Own Unisex Scent Shaped Like A Drumstick
Want stray dogs to follow you home after a night out? This chicken-inspired scent could be just the ticket.