5 WAYS TO AUTHENTICALLY MARKET TO LGBTQ+ CONSUMERS
The LGBT+ community holds significant economic power, estimated at £6 billion annually in the UK alone. Despite this market size, many brands struggle to authentically connect with this audience. Research by Gay Times and Karmarama reveals that 72% of LGBTQ+ individuals find current advertising efforts tokenistic rather than genuine.
What the LGBT Community Wants from Brands and Where They Want to See It
The LGBT community expects brands to show genuine support across all channels, especially during Pride season, to amplify causes important to them. Your brand’s engagement can play a crucial role in these social conversations. But how can you ensure authenticity and avoid tokenism to truly become an ally?
Research underscores the impact of authentic representation:
72% of LGBT consumers are more likely to engage with and buy from a brand that authentically represents them.
57% say authenticity and trust in a brand’s Pride campaign would drive them to spend more with that brand.
76% prefer brands that deliver on authenticity over competitors.
70% are more likely to boycott a brand that fails to authentically represent them.
What’s the Market Opportunity?
Engaging authentically can tap into an annual LGBT spend of £186 billion.
Authentic and non-tokenistic support is not just ethical but also a smart business move. Getting your Pride messaging right, with expertise and the right execution, can attract new customers from this community known for its social activism and loyalty.
Authentic and non-tokenistic support is not just ethical but also a smart business move. Getting your Pride messaging right, with expertise and the right execution, can attract new customers from this community known for its social activism and loyalty.
LGBT Consumer Content Grows Your Brand
67% of LGBT individuals are likely to recommend content they see in user-generated ads, compared to 49% of non-LGBTQIA+ individuals.
LGBT-themed ads outperform generic ads in brand recall, with 76% of potential buyers more likely to make a purchase if the advertising is authentic.
5 Ways to Authentically Market to LGBT consumers
While there has been some improvement in inclusive marketing recently, there remains considerable room for growth, indicated by the high dissatisfaction rate among the community. Here are five key strategies to ensure your brand effectively reaches and resonates with LGBTQ+ customers:
1. Focus on Positivity: Highlight positive aspects of the LGBT+ experience in your marketing. While acknowledging challenges is important, portraying only hardship can misrepresent the community. Popular culture examples like “Schitt’s Creek” and “Heartstopper” demonstrate how positive portrayals can resonate deeply.
2. Avoid Heteronormativity: Representation matters. Recognise that not all LGBT+ individuals conform to traditional family structures. Authenticity in portraying diverse family dynamics is crucial for relatability and inclusivity.
3. Steer Clear of Stereotypes: Resist reducing LGBT+ individuals to stereotypes or over-sexualized portrayals. Emphasise the breadth of experiences within the community, focusing on love, happiness, and everyday life.
4. Conduct Inclusive Market Research: Ensure that your market research includes perspectives from diverse segments of the LGBT+ community. Tailor your campaigns to reflect these insights accurately.
5. Embrace Diversity: Recognise and include all facets of the LGBT+ spectrum, including transgender, asexual, pansexual, and queer identities. Avoid pigeonholing with outdated stereotypes.
Why Monumental?
At Monumental, we specialise in LGBT+ marketing through a range of channels including search, influencers, PR, and social media. Our approach emphasises authentic engagement and reflects our commitment to diversity and inclusion. We support pro bono causes and organisations aligned with our values, such as Pride Edinburgh, Pride in London, Rainbow Lottery and the Kaleidoscope Trust.
Conclusion
In conclusion, effective LGBT+ marketing requires sincerity, sensitivity, and a genuine understanding of the community’s diversity. By adopting these principles, brands can build meaningful connections and resonate authentically with this vibrant and engaged audience.
Our key takeaways:
LGBT communities seek brands that authentically platform underrepresented voices.
Understanding target consumer content preferences and crafting messaging accordingly can yield significant benefits.
User-generated content is a powerful tool for building community trust, advocacy, and brand loyalty.
Partner with Monumental to develop a unified communication strategy and a diverse digital campaign leveraging user-generated content. Together, we can ensure your brand authentically connects with and benefits from this community’s social activism and loyalty.