Be authentic about pride campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2021, 4:49 AM UTC

81% of advertisers agree “an inauthentic execution of LGBTQ people and scenarios would lead to a larger backlash than not featuring them in ads at all.”

Brands could start by engaging the LGBTQ community and making a positive impact on the community in spaces where they live and work. Even in cases of controversies, companies must take a stand through their Pride campaigns.  

Find new, bold yet authentic ways of supporting LGBTQ people or creating pride campaigns. Show what makes the company unique and why they are taking a stand that they have.

Given that the LGBTQ community is quite diverse in itself, brands have several opportunities to explore to interact with the community. A company’s efforts may not always require them to rope in or partner with other organisations.

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[4 minute read]