Matt Tumminello’s Post

Queer advertising. An interesting topic, very rarely given full justice (with the exception of the odd pink/rainbow washing articles posted during pride month). Today I was sent this article. The first article I have read, to fairly and directly call out the data behind the importance of queerness in advertising, by a marketer who clearly knows their stuff 🤓. Reminder: ✨️ LGBTQ+ representation goes beyond DE+I, 'purpose' or inclusion- especially surpassing the pride month drag bingo and rainbow logo you corporates love to showcase. Brilliantly written and well worth a read, particularly if you're in the world of marketing or brand. https://lnkd.in/eYggVPB4 #gay #queer #lgbtq #queermarketing #marketing #brand #marketingdata

Happy Monday and Happy Pride Month! I'm queer and trans all year long, but this month is when I take the opportunity to get LOUD about it. A few facts: - Data from the ACLU shows over 500 anti-LGBTQ bills this year. Each of the previous three years – 2023, 2022 and 2021 – were record-setting years for anti-LGBTQ legislation. We're under attack, right here in the US. It's undeniable. - Nearly 3 in 4 of LGBTQ adults, and over 2 in 5 of non-LGBTQ adults say they are more likely to purchase a product or service from a company/brand that supports the LGBTQ community. (MRI-Simmons, 2024 June LGBTQ and Gender Identity Study). Supporting the LGBTQIA+ community is good business! - Most Americans believe that business leaders should lead the charge – 53% expect CEOs to inform and shape conversations and policy debates about LGBTQ rights. Even more, 59% of Americans say that if businesses devoted significant resources to protecting the rights of the LGBTQ community it could have a positive impact. MOST of us here in the States want business leaders to put their money where their DEI statements are. All year, not just in June! You can find more facts like these, plus citations for these data points, at GLAAD's pride facts site, linked below. I hope you'll join us in celebrating the right to exist, find joy, and live safely in harmony and community with a diverse array of cultures this month and beyond, in whatever way is safe and accessible for you. 🏳️🌈 https://lnkd.in/g8wBrHNn

Personal take: I love that Subaru still gets such recognition for trailblazing inclusive ads from the 90s. But it's just as important that we continue to celebrate love in all its forms and represent the beautiful diversity of our community *right now*. The Internet is a harsh place, and our LGBTQ+ family, friends, neighbors, and influencer partners often face a wall of hateful, uncalled for attacks online. Subaru's community management practices do not stand for that. Comments that attack personal identity are removed. Some people might say that's stifling free speech, but I stand behind it. Hate should never be acceptable. And especially not when your brand stands for love. Moving beyond the extremely clever print ads that established Subaru's reputation as an authentic ally, today we strive to embody that same value in our influencer partnerships. Because people cannot see themselves in your brand, using your product, if they're not represented. TL;DR: Not afraid of Internet haters. Still promoting love over here. #PrideMonth #InclusiveMarketing #Ally

🏳️🌈 LGBTQ+ Representation in Ads 🏳️⚧️ Growing up gay, I remember being astounded the first time I saw myself represented on TV. Somehow also it was even more powerful to see this representation come through in advertising as opposed to movies, because every day brands, the kind I could find on products all over my childhood familial home, had the power to connect so deeply with ordinary people. I felt, finally, seen. Brands continue to play a major role in shaping culture, and they have evolved over time to the changing forces of societal expectations. Not all LGBTQ+ representation in ads has been great. Some have struggled to relinquish tropes and gag jokes that are hertero, cis and binary centred. Many however have been hugely successful and have touched me deeply. There remains however a major need to show more diversity within the LGBTQ+ community, as well as the intersections that shape unique identities and lived experiences. For instance, we need more queer women, people of colour, wider SOGIESC (sexual orientation, gender identity, gender expression and sex characteristics) variation, and definitely more trans, non-binary, intersex and asexual folks represented. “So what can yesterday’s LGBTQ+ ads teach us about representation today?” I’m thrilled this LGBTQ+ history month to be invited by Rich Miles of the The Diversity Standards Collective to explore this question by discussing a collection of eight queer-themed ads made over the last few decades and what makes for authentic representation (and what doesn’t!). Truly humbled to be sharing the “viewing couch” with the immutable Chloe Davies, founder of It Takes A Village Collective and Eddy Yan from Wonderhood Studios. 📅 When: 20th Feb ⏰ Time: 13:00 - 13:40 GMT 💻 Where: Online Tickets are free so please register. Link in the comments below 👇 #inclusiveleadership #creativeagency #lgbthistorymonth

We are thrilled to invite you to join us at Revry’s 2nd annual IAB NewFront presentation, an exclusive event for brand marketers and media buyers for May 1st, 12:10 – 12:20 PM ET, at the IAB Main Stage at Convene on Liberty Street in New York City. This year, we are proud to once again be the only #LGBTQ+ owned and targeted media company at #NewFronts2024. Get ready for an afternoon filled with cabaret-themed entertainment that celebrates the indomitable spirit of the queer community. Hosted by our co-founder and CEO Damian Pelliccione, this event will be a musical performance featuring notable stars Carmen Carrera, Dashaun Wesley, and the legendary drag king Murray Hill. 🌟 We’re not just putting on a show; we’re setting the stage for deeper connections between brands and the rich tapestry of queer culture highlighting our new and exclusive programming, including the world’s first drag king competition series "King of Drag", and updates on the beloved "Drag Latina" and "Pride Ball". 🌈 Additionally, discover PrismRiot™, our unique LGBTQ+ #adnetwork. Learn how we’re expanding our reach across 3,000+ #FAST channels and making impactful connections through culturally relevant advertising. Don’t miss this opportunity to be part of a groundbreaking event that promises to innovate how brands engage with LGBTQ+ audiences. And if we see, we will tell you about the after party! #Revry #NewFronts2024 #QueerMedia #InclusiveAdvertising #LGBTQVisibility #DigitalMedia #Cabaret #InnovationInMedia #MediaBuying #iabnewfronts2024

System1’s Andrew Tindall conducts research with 250,000+ UK consumers to bring some effectiveness evidence to the LGBTQ+ marketing chat! Recognizing that this is a rather emotional topic to address, some obvious questions that still need answering with ‘gay ads.’ Do brands make enough of them? Do they have a positive influence on LGBTQ+ people’s lives? Is it all ‘pink washing’? And are they profitable for brands? Learn more: https://lnkd.in/dxzJbyUU #lgbtq #advertising #diversityandinclusion

We love spending time with queer marketing thought-leaders. Recently, T10 president Matt Tumminello was joined by Devon Christopher Johnson, Kaylyn Blackmore, Scott Gatz and Todd Murray to discuss the potential of LGBTQ+ media and queer content creators to reach LGBTQ+ consumers at the ANA AIMM's 2nd annual media upfront for diverse-owned media. ICYMI 👇 • 20% of Gen Z identify as LGBTQ+. For a brand to connect with Gen Z, it must connect with queer consumers. • We “seek brands that seek us.” Partnering with LGBTQ+ media shows an intentionality that contextual targeting does not. • Queer content wins with queer consumers. • The road to queer authenticity is through LGBTQ+ media, content, creators and events. • Queer cultural competence is often not found at general market agencies. • Brand success stories are growing. Panelists discussed brand collaborations and how they are achieving growth beyond expectations. Thanks to this fantastic set of leaders and their respective companies: Q.Digital equalpride BleuLife Media Gaybors Agency

In LGBTQ+ marketing, where and how a brand shows up is just as important as the message because we "seek brands that seek us." Partnering with LGBTQ+ media and engaging with queer creators via social is one of the best ways to make that clear. Check out some more news-you-can-use below.

Authentic LGBTQ+ representation in advertising isn't just about inclusivity, it's about connecting with a diverse audience, building brand loyalty, and reflecting the real world we live in. Partnering with organizations like GLAAD can help brands create impactful campaigns that resonate with the LGBTQ+ community, driving growth and positive social change. Learn more on how you can ensure your ads are inclusive → https://goo.gle/4cA6j65

Too many people underestimate the power of the queer community. 🏳️⚧️🏳️🌈 I see it time and time again from social media and influencer marketing managers. They put out content that caters to the LGBTQ+ community and see record-high engagement and results and they're surprised?! I'm not. Because I know the power of my community. Last week, I saw a post from Alex Ighalo making the point that LGBTQ+ creators often have higher levels of engagement, and attention. It was so good to see someone else in this industry talking about this because I'm so tired of seeing my community celebrated during pride month and then disregarded the other 11 months of the year. Not only is that disrespectful to us, it's also going to have an impact on your work. If you have a product/business that could cater to the LGBTQ+ community and you're not working with a queer strategist to get your content onto our feeds? Or, if you're running an influencer marketing campaign and not seeking our LGBTQ+ creators in your niche? You're missing out on high engagement and a high ROI. Our community is not only highly engaged, we're also very willing to spend our money with people and business who take the time to really understand us and our culture, you just have to make that effort. P.S - If you're exclusively working with white LGBTQ+ creators that's not something to be proud of, it's embarrassing. Especially since it's queer creators of colour that have the most authentically engaged audiences!!