Brandweek 2024: Moving Beyond Surface-Level LGBTQ+ Marketing

Get ready, folks! Brandweek is back and juicier than a double-stuffed Oreo. This year, it’s all about getting real, ditching the rainbow-tinted glasses, and diving deep into the heart of authentic LGBTQ+ marketing. We’re talking big names like Glossier, Shopify, and Mastercard, all under one roof in sunny Phoenix, Arizona, from September to September . These marketing masterminds will be spilling the tea on the latest trends and strategies that actually work. Ready to level up your marketing game? You know you gotta register now!

The Problem with Current LGBTQ+ Marketing

Okay, let’s get real for a hot sec. We’ve all seen those brands trying to sell us a “lifestyle” instead of, you know, actual products. And nowhere is this more obvious (and kinda cringey) than in a lot of LGBTQ+ marketing. It’s like some brands think slapping a rainbow on it for Pride Month is enough to win over the community. Newsflash: It’s not.

This year, things feel different. Maybe it’s the political climate, or maybe brands are finally realizing that rainbow washing just ain’t it. Whatever the reason, there’s a definite hesitation, a pulling back from the LGBTQ+ marketing efforts we’ve seen in the past. But here’s the thing: this fear-based approach is a missed opportunity. It’s time to ditch the superficial rainbow sprinkles and dig deeper, to understand the beautiful complexity of the LGBTQ+ community and engage with genuine intersectionality.

The problem is, most brands are stuck in this “outside-in” approach. They’re all about broad strokes and big events, focusing on what they think the LGBTQ+ community wants instead of actually listening to and understanding the nuances within it.

A Better Way: Inside-Out Marketing

Think about it: some of the most successful marketing campaigns started by understanding a specific subculture and then going big. Remember those sneakerheads camping out for the latest Jordans? Or the comic book fans losing their minds over a new Marvel movie? That’s the power of tapping into a passionate community.

So why not apply that same “inside-out” approach to LGBTQ+ marketing? Instead of trying to appeal to everyone at once, focus on authentically representing and engaging with specific subcultures within the LGBTQ+ community. Trust me, the impact will be way more powerful (and way less likely to backfire).

Examples of Missed Opportunities

Remember Postmates’ “Eat With Pride” campaign? Cute idea, right? But also, kind of a missed opportunity. It was limited to Pride Month, when it could have been an ongoing exploration of the intersection of food and queer culture. Imagine a series of videos featuring LGBTQ+ chefs, recipes inspired by queer history, or even just showcasing the diverse ways LGBTQ+ folks gather around food. That’s how you turn a one-off campaign into a lasting connection.

And don’t even get me started on those cringe-worthy “Live Love Lesbians” T-shirts from Walmart. Or the overused “Love Wins” slogan that’s become as basic as a pumpkin spice latte in October. These are prime examples of reductive and stereotypical marketing that completely misses the mark.

The Power of Intersectionality

Alright, let’s break down this whole “intersectionality” thing because it’s more than just a buzzword—it’s the key to unlocking truly authentic and impactful LGBTQ+ marketing.

Intersectionality means mapping subcultures:

First things first, ditch those tired stereotypes. We’re not all about glitter and living on the coast, okay? The LGBTQ+ community is a glorious tapestry of different identities, expressions, ages, locations, you name it. We’re talking Gen Z goth lesbians raising hell, Act Up elders who paved the way, millennial trans nonbinary academics changing the game, Gen X bisexuals living their best lives, Black pansexual drag queens owning the stage—the list goes on and on!

Diverse group of LGBTQ+ individuals representing different ages, ethnicities, and subcultures

Your job as a brand? Do your homework! Identify those subcultures that vibe with your brand’s values and start building genuine connections.

Intersectionality means commitment:

Listen up, brands: Pride Month is not a free pass to slap a rainbow on your logo and call it a day. Real talk, it’s time to invest in year-round engagement. That means doing the research, engaging with the community, and crafting messaging that actually resonates. And for the love of RuPaul, please keep learning! LGBTQ+ culture and language are constantly evolving, so stay informed and adapt your approach accordingly.

One more thing: building a more inclusive world takes guts. Establish internal allies, folks who have your back when the going gets tough. Because let’s be real, there might be backlash. But remember why you’re doing this in the first place and stay strong.

Intersectionality means intentional progress:

Okay, time for some real talk. Stop appropriating our language and relying on stereotypical casting choices—it’s lazy and frankly, kinda insulting. Instead, showcase genuine queer joy! Show the world the love, the laughter, the resilience, the creativity that thrives within our community. And for bonus points, address real-life needs through a queer lens. How can your brand make a tangible difference in the lives of LGBTQ+ folks?

Think about what Nike did with Colin Kaepernick. They took a stand, sparked a national conversation, and proved that brands can be a force for change. What’s your Kaepernick moment gonna be? How are you going to use your platform to address the specific issues faced by LGBTQ+ individuals in your industry and beyond?

The Takeaway

Let’s wrap this up with some real talk. The LGBTQ+ community isn’t just a marketing niche—we’re a powerful force with serious purchasing power and cultural influence. It’s time for brands to ditch the broad generalizations and embrace the beautiful, messy, vibrant diversity within our community.

By adopting an “inside-out” marketing approach and truly understanding intersectionality, brands can create authentic connections, build lasting trust, and ultimately, drive meaningful impact. And who knows, you might even learn a thing or two along the way.