Mobilize Straight Allies

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

Straight allies are a growing and important audience-especially as millennials become the first generation, in general, to be raised in a society of inclusivity, non-judgment and acceptance of all sexual orientations.


Learning how to mobilize straight allies.


Assuming all marketing ROI has to come from the base LGBTQ consumer.


Mobilizing straight allies requires a thoughtful approach.

We recommend:

  • Consider emotive content that strikes at the common bonds allies share with their LGBTQ friends and family.
    • Example: Tylenol’s family campaign celebrating what it means to be a family.
      Find rich, meaningful stories that demonstrate your brand’s core values and connect intimately with your wide audience base.
    • Example: Wells Fargo’s “Learning Sign Language” spot featuring a Lesbian couple preparing to adopt a deaf child.

35% of US adults identified as straight allies, representing a 30% increase year to year.

(Harris Poll, Out & Equal, Witeck Communications)


75% of heterosexual adults agree they’re likely to consider a brand known to provide equal workplace benefits for all of their employees.

(Harris and Witeck)

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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 Joe a note—he can help.


Mobilize Straight Allies