Google Marketing Platform’s Post

⏰ "For every consumer supporting brands that back down from LGBTQ+ advertising, there are 1.8 consumers who would withdraw support from brands that acquiesce to anti-LGBTQ+ attacks" 🎯 The [Cultural Inclusion Accelerator (CIA) and the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM)] study arrives in the wake of a summer that saw several brands retracting their LGBTQ+ advocacy and a wave of anti-LGBTQ+ laws. Household names like The North Face, Adidas, M&M’s, Calvin Klein and Target each faced criticism from conservatives for their pro-trans marketing campaigns. Notably, the backlash Bud Light received for its campaign featuring a trans influencer provoked an undercurrent of fear among marketers. But this research shows markers where consumers’ heads are at, and it tells a much different story. What did it find? 👉 77% of the general population are comfortable with gay and lesbian representation in ads, while 22% are not comfortable 👉 74% of the general population are comfortable with transgender representation in ads, while 26% are uncomfortable 👉 Four in 10 consumers show greater motivation to support brands that take LGBTQ+ marketing efforts; three in 10 remain neutral 👉 For every consumer supporting brands that back down from LGBTQ+ advertising, there are 1.8 consumers who would withdraw support from brands that acquiesce to anti-LGBTQ+ attacks 👉 Consumers are twice as likely to withdraw support for a brand that scales back its LGBTQ+ advertising due to criticism, with women being 40% more likely than men to withdraw their support 👉 50% of non-LGBTQ+ self-identified allies would withdraw support from brands that back down from inclusive advertising efforts due to criticism https://lnkd.in/eg42KqiX (cc: ANA AIMM)

In today's world of increasing polarisation and circular social media discourse, it's easy to think that hate is winning. But, as this new study shows, it is not. There is still overwhelming support out there - amongst jobseekers and consumers alike - for brands that are pro-LGBTQ+. Fascinating read. #diversityinclusion #diversitymatters #ibelong

As we turn the corner into June our co-CEO Ashley Cooksley spoke with MediaPost about considerations when planning a Pride social media campaign to ensure that brands are making social better and positively impacting the LGBTQ+ community. Full article in the comments and our top tips: 1. Year-Round Commitment - Ensure your support for LGBTQ+ equity and inclusion is consistent throughout the year, not just during Pride Month. Maintain a history of support and allyship that can be tracked and verified by consumers. 2. Long-Term Partnerships - Prioritize long-term partnerships with influencers for more authentic and successful content. 3. Authentic Influencers - Consider working with micro- and nano-influencers who are more relatable and respected within the LGBTQ+ community. 4. Inclusive Decision-Making - Involve LGBTQ+ voices in the planning stages to create genuine and bias-free campaigns, and to include real stories and experiences. 5. Response Plan - Have a strategy to address any negative feedback, ensuring responses are consistent with your brand’s values. If you would like to discuss your brand’s social plans around Pride then please reach out. #makesocialbetter #socialmediaagency #socialmediamarketing #pridemonth

Happy Monday and Happy Pride Month! I'm queer and trans all year long, but this month is when I take the opportunity to get LOUD about it. A few facts: - Data from the ACLU shows over 500 anti-LGBTQ bills this year. Each of the previous three years – 2023, 2022 and 2021 – were record-setting years for anti-LGBTQ legislation. We're under attack, right here in the US. It's undeniable. - Nearly 3 in 4 of LGBTQ adults, and over 2 in 5 of non-LGBTQ adults say they are more likely to purchase a product or service from a company/brand that supports the LGBTQ community. (MRI-Simmons, 2024 June LGBTQ and Gender Identity Study). Supporting the LGBTQIA+ community is good business! - Most Americans believe that business leaders should lead the charge – 53% expect CEOs to inform and shape conversations and policy debates about LGBTQ rights. Even more, 59% of Americans say that if businesses devoted significant resources to protecting the rights of the LGBTQ community it could have a positive impact. MOST of us here in the States want business leaders to put their money where their DEI statements are. All year, not just in June! You can find more facts like these, plus citations for these data points, at GLAAD's pride facts site, linked below. I hope you'll join us in celebrating the right to exist, find joy, and live safely in harmony and community with a diverse array of cultures this month and beyond, in whatever way is safe and accessible for you. 🏳️🌈 https://lnkd.in/g8wBrHNn

Great insights from the Association of National Advertisers' SVP of brand and media Greg Wright during his #webinar presentation, "Driving LGBTQ+ Inclusive Marketing and Mid-Pride Check-in." More Than Just Pride: 365 Days *97% of inclusive marketers run campaigns year-round *Consistent, authentic support is key *Key LGBTQ+ events/dates outside of June (e.g. National Coming Out Day, Transgender Awareness Week). The Untapped Potential of LGBTQ+ Media *Only 34% of marketers currently utilize LGBTQ+-owned or targeted media. *LGBTQ+ media has a rich history of community-building, advocacy, and shaping public perception. *Targeted LGBTQ+ campaigns can generate almost twice as much purchase intent among LGBTQ+ consumers than mass-market campaigns. Full 2024 Report: https://lnkd.in/exGePEJJ

Learn more about LGBTQ+ perceptions around boycotting, “wokeness,” and brand alignment on social issues with these consumer insights from DISQO and Do the WeRQ!

In recent years, LGBTQ+ influencers like Alysse Dalessandro have relied on Pride Month for brand sponsorships. However, there's been a noticeable decline in sponsorships this year, attributed to brands' reluctance stemming from anti-LGBTQ+ pressure. Target's scaled-back Pride offerings reflect this trend. While some companies are still celebrating Pride, they are doing so more quietly and cautiously. Despite this, marketing budgets remain strong, prompting concerns that brands may miss out on a sizable LGBTQ+ consumer base if they don't engage with the community. Queer-identifying Americans represent $1.4 trillion in U.S. spending power, according to investment advisor LGBT Capital. Despite concerns about missing out on LGBTQ+ consumer spending, there's a shift towards year-round support over relying solely on Pride Month merchandising. Some brands, such as Target, highlight ongoing LGBTQ+ support, but this is seen as a minority effort. Overall, consultants note no widespread retreat from LGBTQ+ support among brands, with some even increasing their efforts, recognizing the importance of engaging with this community. Source: Modern Retail #PrideMonth #InfluencerMarketing #MarketingStrategy #ConsumerSpending

First Pride issue of the Aura Creative newsletter out now!! Learn how brands can actually support the LGBTQ+ community, sing along to camp classics, and get inspired by the full saturated spectrum. Click below to read!

If you're gearing up for #pridemonth with a LGBTQ+ #marketing campaign, here are 5 ways to respond to the negative comments that might come your way. #lgbtqmarketing

These days, brands worldwide are running marketing campaigns celebrating Pride Month. Here is an example of Closeup's effort to target the LGBTQ+ audience during Pride Month. Closeup is quite a different toothpaste from others in the market. Specifically, it’s a gel toothpaste. Other brands highlight their unique selling proposition of tooth protection. In contrast, Closeup emphasizes freshness and prevents bad breath. Most of Closeup's ads are romantic, and in this case, Closeup has beautifully aligned its brand theme with the theme of Pride Month. This campaign will significantly impact the positioning of the Closeup brand among the LGBTQ+ audience. It's much more creative than just adding rainbow colours to their logo. "Dare to close the gap." #Closeup #freetolove This is the beauty of advertising.