For many brands, rainbow is the new black – and that’s a worry
Brands showing solidarity with the queer community isn't a new phenomenon, but the recent backlash against the likes of Bud Light and Target is, and that's a real worry, Hugh Crothers, founder of sexual wellbeing brand drip, writes.
From The Body Shop to Tinder, Adidas to Anheuser-Busch, brands are more eager than ever to show solidarity with the queer community. At the same time, the backlash seen against brands attempting to support the LGBTQIA+ community is at a boiling point, drawing criticism from both sides.
Come Mardi Gras and Pride Month, a sea of rainbows and glitter sweeps across logos, shop fronts and social media tiles – and then more often than not, it disappears. As a proud member of the queer community, our existence extends past two months.
And, as the founder of a company celebrating and championing diverse communities, I feel compelled to speak up.
In 2017, the Australian government launched the Australian Marriage Law Postal Survey, auditing the public’s opinion as to whether same-sex marriage should be made legal. Many brands showed genuine allyship to the queer community, with some pointing to previous work they had done both internally and externally.
It was refreshing to see Ben & Jerry’s, BWS and Airbnb showcase public declarations of support, while also being honest about the work they needed to do to be better and the internal procedures they planned to change.
Fast forward to 2023 and we’re seeing a similar effect; where there’s progress, there’s also pain points. In America, Target lost circa $15 billion in valuation in 10 days after launching a Pride-themed children’s collection, with the backlash response putting Target staff in danger.
The Bud Light fiasco is another prime example of what not to do when it comes to working with Trans talent.
From lacklustre CEO statements, to standing down marketing team members and flip flopping on LGBTQIA+ support, there are many lessons for marketeers to learn from this. It’s not black and white, and there is no quick fix, but I do have some thoughts on how brands can be better allies to the LGBTQIA+ community.
Act internally before you act externally
Look to supporting your internal team before going out and making public statements or declarations of allyship. Taking genuine interest and care in your staff, followed by their families and communities shows true dedication to progress and growth.
It’s important to note, even if you don’t have any queer members on your team, the example you set and culture you build for your staff and business spreads far beyond the workplace – queer existence isn’t confined to one space, and the flow on effect needs to be one of positivity and acceptance.
In saying so, if you’re unaware of queer members of your team, there may be a bigger contributing factor. Creating safer working environments for members of the queer community is imperative, particularly given the Department of Health has estimated that as many as 11% of the Australian population identifies as LGBTI.
Putting in the solid initial effort to change and amplify your work culture will ensure that you’re not virtue signalling when you start to acknowledge Pride externally.
Do your research
Avoid contributing to the spread of misinformation. A number of trans activists have cited it directly correlates to constant negative attention stating that it makes them feel ‘bombarded’ with online hatred.
Working directly with members of the LGBTQIA+ community (hopefully meaning alongside members of your team) also ensures you’re able to connect with wider audiences in an authentic and representative way.
Assuming what queer audiences ‘want’ isn’t as easy as one may think, particularly if you’re looking to make a long-term impact.
Know your audience
Putting members of the LGBTQIA+ community at the forefront of your marketing efforts needs to be done with integrity and care.
The backlash brands like Target, Bud Light and American department store Kohl’s have seen in recent weeks means something isn’t quite right. Through efforts to be inclusive, instigating online commentary about the inclusion of queer people in a negative light can also have dangerous repercussions for the community at large.
Will this campaign resonate with the key demographics of my brand? If the answer is no, it’s probably not one for you right now and you need to do more work at a grassroots level and behind the scenes first.
Avoid (at all costs) textbook tokenism
Do not box check.
Believe me – tokenism and performative allyship is so obvious, even though some brands might think differently. Unless you’re an active supporter of the LGBTQIA+ 365 days a year, rainbow filters and #Pride twice a year isn’t going to cut it.
When you look at Nike, who worked with Dylan Mulvaney, it doubled down on its support for the LGBTQIA+ community demonstrating genuine solidarity, and didn’t run scared like Bud Light.
Don’t throw stones in glass houses
Think about the causes you support, the talent you hire, what your team looks like, how you present yourself to the rest of the world and what you’re willing to stand for – internally, and externally. As of 2022, 77% of LGBTQIA+ consumers are more likely to purchase products that promote diversity and inclusion in their workplace.
If brands work with the queer community properly and engage with key stakeholders to do the hard yards, it’s mutually beneficial.
LGBTQIA+ history is not rooted in glitter and rainbows – it has significant ties to criminalisation, violence, discrimination, and oftentimes self-hatred.
The progress seen in under just 60 years has been spectacular, and this is because we are everywhere – in family households, and workplaces all over. If we want to celebrate the queer community, we also must acknowledge the path so many have walked before us and stand firmly alongside them.
We, of course, want to see LGBTQIA+ people feel represented and supported, but we also need to ensure we’re creating safe spaces for consumers through continuous conversation, and consistent positive contributions all year round.
Picture: Ryan Wheatley
Hugh Crothers is the founder of sexual wellbeing brand drip
“If you call yourself an ally to a group of people and you aren’t getting hit by the stones being thrown at them, then you aren’t standing close enough” – A helpful quote for brands who flinch at the first sign of any backlash.
Have some courage, stand with us and don’t flee at the first sign of trouble – otherwise you’re just rainbow-washing.
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Go Woke, Go Broke.
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