‘The majority of marketers recognise the gap, they just don’t quite know how to get it right’: How to ensure LGBTQIA+ inclusive marketing

Three out of four marketers in Australia want to work with LGBTQIA+ inclusive marketing strategists, but over half aren’t aware that such specialists are available.

TheyConnect is a new marketing consultancy that helps brands authentically connect with LGBTQIA+ audiences “without feeling awkward or tokenistic.”

The ambitious new company wants to lead the shift towards more authentic representation in advertising and marketing campaigns, looking to set LGBTQIA+ inclusivity in marketing as the industry standard “in record time”.

TheyConnect’s pilot survey revealed that 95.7% of marketers surveyed did not collaborate with an LGBTQIA+inclusive marketing strategists on their marketing campaigns in the past 12 months.

The positive news? 77.3% of respondents “expressed a desire to work with such specialists”, although 59.1% of participants were unaware of the availability of inclusive marketing strategists.

“We’re hearing from many marketers that they are relying almost solely on the ‘token queer person’ in the room, who is expected to be a voice for all LGBTQIA+ communities on the campaign,” said Hank Paul, co-founder of TheyConnect.

“This is in addition to doing their regular day job.”

Indeed, one respondent wrote of this tendency: “Often companies rely on the lived experience of employees without giving them additional compensation for their effort.”

Speaking with Mumbrella, Paul explains: “This survey shows us that the majority of marketers recognise the gap in representation in their own marketing campaigns – they just don’t quite know how to get it right.

“We work with brands to ‘inclusify’ their marketing by integrating LGBTQIA+ strategists, creatives and talent through every stage of the process to deliver an authentic result.”

Reasons marketers haven’t engaged with LGBTQIA+ inclusive marketing strategists include lack of awareness (59.1%), not being a priority (31.8%), and budget constraints (4.5%).

Polly Parker, seasoned marketing and branding specialist, and TheyConnect co-founder tells Mumbrella: “We’re witnessing a seismic shift in consumer demographics, and brands must adapt or risk being left behind.

“Embracing inclusivity not only aligns with ethical and moral imperatives but also presents a significant business opportunity.”

Read more insights from the survey here.


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