How can brands be better LGBTQ+ allies?

Necessity of alliance

We live in a time of great progress and fights for social justice. Pride Month is a great example. But progress also sparks backlash and polarization. The progress made in the last year—like the legalization of same-sex marriage in Greece, progress on conversion therapy bans, and adoption rights in Taiwan—stands in stark contrast to troubling events. Most notably, LGBTQ+ rights, like gender identity, are increasingly being used as weapons in an increasingly polarized political battlefield. In 2024, when more people than ever will vote, it’s impossible not to notice.

Kantar Global monitoring The dataset covers 28 markets and clearly demonstrates the need for LGBTQ+ alliances. It tells us that the vast majority of people around the world (78%) want equal rights and opportunities for everyone.

But it also tells us that LGBTQ+ people are more likely to experience discrimination. And the discrimination is not felt equally across the group: lesbians are more likely to experience discrimination than gay men and four times more likely than straight people.

Through our Brand Inclusion IndexWe found that half of people who experience discrimination in the US experience it in a commercial setting, such as a store, restaurant, or hotel. This begs the question – what does this mean for brands? What are they doing about it? What role do they play in helping to create safe spaces both in the real world and online?

The LGBTQ+ community is a growing group with significant and increasing spending power.

Bloomberg recently estimated the global spending power of LGBTQ+ people at $3.9 trillion. Brands should also be aware that global monitoring data shows that LGBTQ+ shoppers are often the first in their social circles to embrace new ideas and try new things. As early adopters, they are often the first choice when their family or friends need recommendations for new products and brands. Therefore, their value may go far beyond purchasing power.

To further prove the business case for being an ally, we also know that half of Americans believe it is very important that the companies they buy from actively promote D&I, rising to 63% of LGBTQ+ Americans. Adding to the business case for being an ally, a recent GLAAD survey showed that two-thirds of Americans believe advertisers have a responsibility to make LGBTQ+ visible in their content.

Yet only one-third of people worldwide think that brands in their country represent LGBTQ+ people well in their advertising (Kantar Global Monitor, 2023).

This is supported by the facts. Of the tens of thousands of advertising tests Kantar has conducted globally since 2018, only 1% showed openly gay people. Of course, it’s hard to do this in just a few creatives, but there’s clearly still a long way to go.

Even when a brand features lesbian models, they never look like me. They’re always young, pretty, thin, and athletic (and let’s be honest, they’re usually straight models pretending to be lesbians).
Kantar Diva Report 2024

When I think about the way brands treat the LGBTQ+ community, I’m very wary of whitewashing. I want to know how a brand treats its LGBTQ+ employees. I want to know if it’s just putting a gay person on a billboard, or if it has active policies that make it an inclusive workplace for all levels of employees.
Kantar Diva Report 2024

Examples of Good Allies

The Brand Inclusion Index has been launched in 18 different markets around the world for 2024. In the survey, respondents voted for the brands they believe are best at standing up for the LGBTQ+ community. The results of the wider Brand Inclusion Index will be published in July 2024. So until the results are published, here are two brands we think are important allies.

Inspiring examples from our clients 2024 Diva Report highlights the complex issues facing the transgender and non-binary communities. The cards in their pockets can be a source of sensitivity, misrepresenting who they really are when shopping and in their daily lives. As a result, Mastercard has announced its “Real Name” program, which allows you to use a name of your choice on your credit, debit and prepaid cards, rather than any current legal name, given name or deceased name. This taps into the sensitive nature of the names we use and their connection to identity.

Nike is recognized for its long history of celebrating diversity and supporting the LGBTQ+ community, especially the transgender community. Unfortunately, their efforts toward inclusion have been met with backlash. But Nike has always responded to hate with compassion and a strong commitment to maintaining a positive and inclusive space.

They are a staunch supporter of LGBTQ+ partners and athletes. Nike’s support for the community extends beyond brand partnerships to product innovations in gender-neutral apparel.

Nike’s alliance, both in advocacy and in its products and partnerships, values ​​the importance of the LGBTQ+ community, which helps explain the brand’s affinity with the LGBTQ+ community.

Steps to Becoming a Better Ally

1. Understand the changing landscape.
   If your understanding of who, what and how LGBTQ+ people are and do isn’t keeping up with all the rich nuances and rapid developments, you run the risk of falling behind your customers and employees.
2. Lead by example and start from the heart.
   Start from within your business. LGBTQ+ people want the brands they support to walk the walk, not just talk the talk. Additionally, having a strong network of internal LGBTQ+ stakeholders will allow you to lean on them for guidance and make each step easier. Consider more inclusive hiring practices that better reflect society, and form employee resource groups (ERGs) to make it safer for LGBTQ+ employees to be their authentic selves at work.
3. Get involved, don’t outsource.
   For many LGBTQ+ consumers, brand advocacy seems to start with a rainbow logo during Pride Month and end with a donation to an external charity. Think carefully about what existing capabilities you can leverage internally and what you can build to make a bigger impact. When you work with external advocacy groups, make sure it’s a true partnership in which your own team is actively and enthusiastically involved.
4. Be prepared for a potential backlash.
   In an increasingly polarized cultural and political environment, remaining neutral is often not an option. It’s important to recognize that taking the safe route is itself an increasingly risky strategy, and that bold and compassionate efforts today may pay huge dividends in the future. Before making bold public declarations of alignment, it’s important to do the internal self-work and determine the right to act.

Want more?

Brand inclusivity is no longer just a nice-to-have, it’s a necessity for brands to stay relevant. This is even more true as the generational shift sees people identify with a wider range of identities, creating a new culture that demands everyone feel welcome and understood.

Join us for the global launch of the 2024 Brand Inclusion Index And get ready to master the inclusion indicators. Internet ConferenceWe’ll showcase the power of Brand Inclusion Index insights and celebrate brands setting the gold standard in inclusive marketing. Hear how industry pioneers are driving brand growth and positive social change by embracing and representing diverse populations.

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