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Be Inclusive

About the Series

About the Series

Here are 5 things brands should reconsider about LGBTQ-centered marketing based on dedicated primary research and decades of human marketing.

We believe the formula for successful modern LGBTQ-centered marketing is: brands + culture and voice of inclusion + shared-valued strategies.

  • We believe in doing what you say, building rich, meaningful connections with LGBTQ and straight ally audiences. This starts with finding and developing programs that strike on the shared value between brand and consumer.
  • We believe in less bull-horning, and back-patting for strong brand programs, but instead, outreach and inclusion that brings the brands’ DNA into the LGBTQ community in meaningful and impactful ways.
  • We believe in fewer LGBTQ generic corporate sponsorships and more authentic programs that represent honest brands and real commitment to a customer’s total

LGBTQ consumers aren’t looking for you to pander to them. Rather, the LGBTQ community wants our messaging to be inclusive of all people and do it because it’s the right thing, not a token.

Try:

Thinking substantial and meaningful representations of understanding and inclusivity.

Not:

Assuming that rainbows equal inclusion.

We recommend:

  • Using research to verify the authenticity of brand-level total marketing campaigns that present inclusive images of various segments.
    • Example: When Toyota approached a messaging platform for their LGBTQ marketing they listened to what people were saying, discussing and gravitating towards to mine for inclusive messaging opportunities.
  • Rainbow imagery may work as a visual vehicle to demonstrate support–but consider the medium and the format before determining the best way to tell a supportive or inclusivity story.
    • Example: When the Supreme Court ruled in favor of marriage equality, several brands used rainbow images to convey their support in social media content. During this important time, the rainbow symbolized direct support. However, the same brands don’t simply color code social content that is targeting a gay millennial–they just deliver resonant and meaningful content.
78%

78% of gays and lesbians and their friends and relatives would switch brands to companies that are known as LGBT friendly.

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LGBTQ-centered marketing

Services We Offer

imre helps brands evaluate their programs and strategies and build strong marketing recommendations that bring brand values to life in the LGBTQ communities. We specialize in these two categories:

Total marketing capabilities

Help brands build inclusive programming for mass audiences that strike the important chord of inclusivity, diversity and acceptance while activating straight allies and general population. Our goal is to find the meaningful and shared values that our audiences find relatable, and to authentically build a brand story that speaks their language and tone.

Niche marketing capabilities

Help brands target individual segments of the LGBT population (ex. Transgender or bi-sexual) with resonant, human-focused programming. We also build programs that target the LGBT demographic based on core consistencies and inclusivity insights.

Interested in our LGBTQ services?

Send Marco a note—he can help.

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Be Inclusive