Avoiding Boycotts & Backlashes: how to navigate content marketing for LGBTQ+ audiences
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The document discusses navigating content marketing towards LGBTQ+ audiences, emphasizing the importance of understanding the community's history and acknowledging their presence year-round, rather than just during Pride Month. It outlines effective strategies for inclusive marketing, warns against tokenism, and highlights the purchasing power of the LGBTQ+ community, which increasingly influences brand loyalty. The author encourages brands to engage authentically with LGBTQ+ voices and to be active advocates for change, as silence perpetuates injustice.
Avoiding Boycotts & Backlashes: how to navigate content marketing for LGBTQ+ audiences
- 1. Avoiding boycotts + backlashes How to navigate content marketing towards LGBTQ+ audiences
- 2. I am Lottie I am cisgender woman I am a massive gay This means that I am part of the LGBTQ+ community
- 3. LGBTQ+ is an umbrella term Lesbian, Gay, Bisexual, Trans and Queer
- 4. Queer is a reclaimed slur It’s probably best to avoid using if you are straight and/or speaking to strangers There can be mixed feelings towards it (especially amongst older members of the community)
- 5. ✨ Let’s jump in✨
- 6. To know where we’re going, we need to understand where we’ve come from
- 7. 1980s UK Aids crisis 1967 Legalisation of homosexual acts in the UK 1989 First UK same sex kiss on TV UK LGBT milestones 2003 Section 28 is revoked 1988 Maggie T announces a local government act ‘Section 28’ which ‘prohibits the promotion of homosexuality’ 2005 Same-sex civil Partnerships legalised 1992 The W.H.O declassifies same-sex attraction as a mental disorder 2013/4 UK same-sex marriage is legalised
- 8. → Conversion therapy to ‘cure’ homosexuality in the UK is still legal → Homesexuality is illegal in 35% of the world → UK LGBTQ+ hate crimes are still on the rise
- 9. ✨ That’s the sad bit over ✨
- 10. Since 2015, the number of ‘straight’ adults in the UK has fallen each year. Office of national statistics, 2021
- 11. Each successive generation has a increasing number of lesbian, gay, bisexual and transgender people... Forbes
- 12. eg….8% of boomers compared to 31% of gen z The $1 Trillion Blind Spot
- 14. “Younger generations are more fluid in their sexual orientations and gender identities than ever before in history” The $1 Trillion Blind Spot
- 15. And they’re ready to spend on brands that step up and support them
- 16. But they’re also willing to boycott brands that don’t.
- 17. ✨ The Pink Pound ✨
- 18. is the spending power of the LGBTQ+ communities
- 19. In the UK it’s worth £6 billion a year...and increasing
- 20. LGBTQ+ purchase power is on par with other minority groups, but LGBTQ+ ad-spend is lower
- 21. Plus, lesbian, gay, and bi people tend to earn more than their straight peers Forbes
- 22. There’s a gap here. We’ll get to why that is shortly.
- 23. ✨ So how does content marketing fit in? ✨
- 24. Marketers and their content marketing strategies risk alienating younger generations with an outdated understanding of sexuality + gender...
- 25. or by just not acknowledging them at all
- 27. “Will it seem tokenistic?” “I’m nervous about saying the wrong thing” “I’ve just never really thought about it and have no idea where to start” “I hate love and am a bigot”
- 28. I don’t have all the answers
- 29. But I do have some starting points
- 30. ✨ Let’s go ✨
- 31. Rainbows aren’t just a Pride month logo ❌ The LGBTQ+ community exists for 12 months of the year ✅
- 33. PS this is called rainbow washing and this is not how to communicate effectively with LGBTQ+ audiences
- 35. Here’s what was right about Lego’s content marketing ● A landing page with a 5-minute explainer video by LGBTQ+ VP of design addressing the social struggles LGBTQ+ people have faced ● The launch was promoted alongside a load of interviews with employees and fans. ● They ran interactive challenges on social channels to kick start conversations and awareness
- 36. Using pride month or minorities for a purely monetary gain ❌ Donating % of profits to relevant organisations and charities ✅
- 37. Two in five brands with Pride campaigns don’t donate to LGBTQ+ causes (!!!!) Rebootonline
- 38. Ralph Lauren’s 2021 Pride month collection All proceeds from this collection were donated to Stonewall
- 39. Dr Martens’ contribution goes beyond pride month Their pride collection is combined with $100,000 donation to The Trevor Project, alongside longer-term LGBTQ+ partnerships
- 40. Disney’s year-long pride commitment They have pledged to support charities globally that support queer and trans youth with their pride collections
- 41. Converse platforms LGBTQ+ artists They’ve also donated $1.3+ million since 2015 to global LGBTQ+ charities. This year their pride collection proceeds went to It Gets Better
- 42. Using all white, cisgendered, able-bodied, straight influencers ❌ Using a diverse range of influencer talent that reflects our society ✅
- 43. If you ask someone to think of an influencer, it’s likely it’ll be a straight, white, slim young woman who is able-bodied.
- 44. And that’s ok
- 45. But only some of the time.
- 47. If you don’t recognise yourself or your lifestyle in content you’re seeing, it’s unlikely you’ll feel inspired to engage or buy into it.
- 48. Remember this?
- 49. Each successive generation has an increasing number of lesbian, gay, bisexual and transgender people... Forbes
- 50. And this?
- 51. “Younger generations are more fluid in their sexual orientations and gender identities than ever before in history” The $1 Trillion Blind Spot
- 52. Relying on lazy LGBTQ+ stereotypes or jokes ❌ Relatable humans with stories + nuance ✅
- 53. If the stereotype or punchline centers around minorities…
- 54. ❌ Steer clear ❌ Tbh, we have it hard enough
- 55. There’s a time and a place and it’s probably not in your content marketing strategy
- 56. Simply put, there’s more to lose than gain.
- 57. Try to make the LGBTQ+ community relate and feel represented by the content your brand is putting out instead
- 58. 30 Years in the making | The All-New Renault CLIO
- 59. ✨ Let’s reflect ✨
- 60. When it comes to content marketing...
- 61. have in the back of your mind...
- 62. Am I being silent, an ally, or an advocate?
- 63. Silence means no positive change can happen ❌
- 64. An ally raises awareness of a social issue ✅
- 65. An advocate takes an active role in trying to change and improve the system and remove barriers ✅ ✅
- 66. For meaningful change, we need allies, but crucially advocates who are willing to listen, learn, and step up ✅ ✅ ✅
- 67. You might get it wrong from time to time...
- 68. And it’s absolutely ok to admit it, say sorry, and do better next time
- 69. It’s also ok to (very kindly) ask LGTBQ+ colleagues to proof read or advise when you’re not sure
- 70. Don’t have any LGTBQ+ colleagues to ask? That’s a whole different presentation
- 71. Listen to a diverse range of podcasts Read articles from LGBTQ+ publications Follow LGBTQ+ influencers + thought leaders
- 72. If everyone had stayed silent
- 73. This would never have been possible
- 74. 1980s UK Aids crisis 1967 Legalisation of homosexual acts in the UK 1989 First UK same sex kiss on TV UK LGBT milestones 2003 Section 28 is revoked 1988 Maggie T announces a local government act ‘Section 28’ which ‘prohibits the promotion of homosexuality’ 2005 Same-sex civil Partnerships legalised 1992 The W.H.O declassifies same-sex attraction as a mental disorder 2013/4 UK same-sex marriage is legalised
- 75. “If you are neutral in situations of injustice, you have chosen the side of the oppressor” Desmond Tutu
- 76. ✨ BONUS TIP ✨
- 77. Don’t end up like the National Express
- 78. Please run your ideas and content past a couple of LGBTQ+ people before going live
- 79. ...or at least check urbandictionary.com
- 81. The Effects of Influencer Marketing Post-Pandemic | November 9 Via General Assembly Tuesday, 9 November, 2021 5 – 6 pm GMT ✨Free online webinar✨ https://bit.ly/lottie-webinar