By Hank Paul (they/them), Founder, TheyConnect.
The “rainbow dollar” is often used in reference to the spending power of LGBTQ+ communities. For example, market research group LGBT-Capital estimated the value of the “rainbow dollar” in Australia was over AU$95 billion in 2019.
However, in the race to capitalise on this, the advertising industry has treated LGBTQ+ communities as a single niche market; its own segment to be targeted with specialised campaigns. This approach not only perpetuates harmful stereotypes, but it also misses a crucial point: LGBTQ+ people are not a separate market; they are part of every market you are already reaching.
As an LGBTQ+ inclusive marketing consultancy, we believe in the power of authentically reaching and representing LGBTQ+ consumers in every segment and category. It’s not enough to slap a rainbow on the door during Pride and dust your hands off.
Beyond “Love is Love”
Authentic inclusion isn’t about surface-level gestures; it’s about genuinely understanding and reflecting the diverse experiences within LGBTQ+ communities. Think about it: a young, transgender First Nations person living in regional Queensland will have different needs and priorities than a middle-aged lesbian couple in inner-city Melbourne.
It’s time to move beyond three-word slogans and deeply understand what Queerness and the LGBTQ+ experience represent. In an article for Mumbrella last year I wrote, “While ‘love is love’ primarily emphasises romantic attraction and queer relationships, it inadvertently sidelines the rich galaxy of gender identities and expressions that are equally integral to the LGBTQIA+ experience.”
Queerness fundamentally is an anti-normative and non-conforming movement of identity. Whether that is who you love, how you identify, the body you have, or how you express yourself. For these reasons, we cannot apply simplistic and diminishing messages to reach LGBTQ+ communities. Thinking broader, bolder and ‘intersectionally’ creates more authentic and relevant messaging.
Pride should be boring
Don’t get me wrong, I love Pride season. I have collaborated on some of Australia’s most exciting Pride campaigns and participated in the euphoria and celebration that comes with bringing our vibrant communities together. But my personal experience of being a proud non-binary person is far more mundane. The more I live as my authentic self, the more boring it becomes.
People with diverse genders and sexualities are much more than a letter in the LGBTQ acronym. Some are parents. Some are sports lovers. Some gamers. And as marketers, we need to be able to speak to LGBTQ+ people not just because they are Queer, but even though they are Queer.
Getting started
Ready to embrace authentically inclusive marketing? Here are some practical steps you can take:
- Listen and learn: Engage with LGBTQ+ communities, listen to their stories, and understand their needs. This can involve setting up internal Pride committees, conducting focus groups, partnering with LGBTQ+ vendors, and creating opportunities for feedback.
- Partner with experts: Collaborate with LGBTQ+ organisations and consultants to ensure your marketing efforts are culturally sensitive and avoid harmful stereotypes. They can provide valuable insights and guidance.
- Review internal practices: Make sure your workplace is inclusive and welcoming to LGBTQ+ employees. This will not only foster a more positive work environment but also ensure that your marketing efforts are genuine and reflect your company’s values.
- Measure and track: Monitor the impact of your inclusive marketing campaigns. Track engagement, reach, and sentiment to understand what resonates with your audience and identify areas for improvement.
Give back: Be prepared to share your insights and learning with other industry players and give your teams the space to take on pro-bono and low-bono work for LGBTQ+ community groups.
Create Space
Advertising Council Australia (ACA) has been leading the charge for a more inclusive advertising industry through its Create Space program. Step Four of the Create Space Action Plan focuses on “Improving the experience and representation of LGBTQIA+ talent”. Visit the Create Space hub for more information and to access resources and templates to help you get started.
Free webinar, Tues 19 November: Showcasing Success: How to Excel in LGBTQ+ Marketing
Ready to learn more about how to create authentically inclusive marketing campaigns? Join us for our upcoming webinar, Showcasing Success: How to Excel in LGBTQ+ Marketing on November 19, hosted in association with ACA.
In the one-hour session, we’ll delve deeper into the principles of inclusive marketing and provide practical strategies for connecting with LGBTQ+ communities in a meaningful way. We’ll also showcase successful examples of inclusive marketing campaigns and discuss how to avoid common pitfalls.
Register here and take the first step towards creating a more inclusive and successful marketing strategy. Let’s work together to create a world where all people feel safe, seen, and celebrated in advertising and beyond.
***
About Hank Paul (they/them)
Hank makes the most of their 32 hours in the day, holding multiple roles as an LGBTQIA+ advocate, social entrepreneur, writer, podcaster and public speaker. In 2024 Hank was named the LGBTQIA+ Business Disrupter by the Star Observer and SGLBA. They are the Co-Founder of TheyConnect, Head of Marketing at Transgender Victoria, and the author of Queer Owned. Hank can be found contributing to industry-leading publications such as Mumbrella, heard on podcasts including Online Marketing Made Easy with Amy Porterfield, and seen on TikTok, LinkedIn and Instagram.
About TheyConnect
TheyConnect is an inclusive marketing consultancy, equipping people in the advertising, marketing and media industries to authentically talk to, and connect with, LGBTQIA+ audiences.
It offers a range of 1:1 services and training built around its signature Inclusify Framework to help marketers create a genuinely inclusive experience for all.
