For brand building with LGBTQI+ communities, the real treasure lies beyond the end of the rainbow
As Mardi Gras approaches, it’s time for brands to look beyond token opportunism, writes Getty Images & iStock Asia Pacific’s head of creative insights, Kate Rourke.
In 2021 brands have come a long way in their acknowledgement and engagement with the LGBTQI+ community, and it is exciting to see so many brands come out in force for the LGBTQI+ community, but let’s be honest: most consider their job done with a well-timed ‘Happy Mardi Gras’ post on their social channels.
While brands might think that they are building affinity with LGBTQI+ communities and their allies by doing this, the reality is quite different, unless there is follow through and support for the community. A better way to make a meaningful connection with and gain the loyalty of the LGBTQI+ community is with simple, continual visual representation, 365 days a year. The more we visualise LGBTQI+ individuals in the media we create and consume, the more we can increase acceptance.
