Marketing gold at the end of the rainbow
Inclusive marketers will know it’s National Coming Out Day on the 11th of October in the UK, and LGBT history month in the US throughout October. These events aren’t as big as Pride, and are mostly digital-only affairs, but advertisers looking to genuinely engage LGBTQ+ audiences should use these occasions to show their support and commitment to their diverse customers.
As more and more brands seek to reach lucrative LGBT audiences, individuals are becoming conscious of the difference between genuine support and “Pride-washing”. The latter is seen as a largely negative phenomenon, and should be avoided. LGBT marketing specialists say that authentic support shines through brightest outside of Pride month.
We’ve created a handy guide to reaching LGBTQ+ audiences on the main advertising platforms this month:
Engaging LGBTQ+ Customers Without Pride-washing