The Hype Economy’s Post

Companies Soft Launch ‘Quiet Pride Marketing’ in Fear of Backlash Corporate 'Quiet Pride'—a safe choice or a marketing disaster? Companies like Bud Light and Target have faced backlash for either backing down or diluting their Pride support. Discover why 'quiet pride marketing' might be backfiring and what brands need to do to authentically support LGBTQ+ rights. Is there a middle ground between true allyship and avoiding controversy? #PrideMonth #MarketingFails #CorporateResponsibility

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

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

If you do one thing today, read Andrew Tindall latest Article for the The Drum He puts its much better than I can, and the article is geuinly worth a read. In Andrews words - 'So far, little evidence has supported arguments that LGBTQ+ inclusive (and other socio-cultural purposes) marketing is an effective brand strategy. People usually rely on surveys where consumers claim they will pay more for purpose-led brands. Claimed future behaviour rarely aligns with an actual purchase. We've also all agreed that visibility for LGBTQ+ is essential, but what does it actually do for LGBTQ+ people? Or should brands stop doing it unless they invest in "real action"? We've finally got evidence that LGBTQ+ visibility in advertising does not change effectiveness for broad audiences, but it makes campaigns more effective with LGBTQ+ consumers. It has a net-positive effect.' TLDR - Sounds Gay, I'm In.

Check out this must-read article from Matt Wagner in Ad Age. "We see progress in certain sectors—social media influencers, celebrities and even some TV shows—but advertising remains a glaring omission. This omission sends a damaging message to young LGBTQ+ consumers and allies alike. What does it teach young queer people about how brands perceive them as consumers? As humans?" https://lnkd.in/d4fDEFSR #lgbtq #queer #multicultural #adindustry #multiculturalmarketing

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

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

I enjoy a media article where you genuinely learn something... We talk about visibility and representation in advertising alot, but the logic behind why it matters explained in this article peaked my interest and attention - 'parasocial contact hypothesis' (and yes, I googled it to make sure Andrew wasn't making things up!). It's something I've often thought about... From the article in The Drum from Andrew Tindall - well worth a read - "There’s an incredibly well-researched and substantiated idea called the ‘parasocial contact hypothesis,’ where contact with people from ‘outgroups’ reduces prejudice. Mere exposure to LGBTQ+ through media (including advertising) educates on issues, reduces anxiety among non-LGBTQ+ people and increases empathy and perspective." Although maybe the headline could be "Don’t make gay ads for the gays, make gay ads for profit. *And the gays." #InclusiveAdvertising | #Media | #Marketing | #Advertising | #LGBT

Here are the key takeaways from the research & article "Don't make gay ads for the gays, make gay ads for profit" by Andrew Tindall, based on data from Outvertising and YouGov: 1️⃣ 𝗨𝗞 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝘂𝗻𝗱𝗲𝗿𝗿𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝘀 𝗟𝗚𝗕𝗧𝗤+ 𝗽𝗲𝗼𝗽𝗹𝗲: While 9% of the UK population identifies as LGBTQ+, only 2.5% of #adverts feature them. This is especially true for TV #advertising compared to digital, which may be more representative. 2️⃣ 𝗟𝗚𝗕𝗧𝗤+ 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: Exposure to LGBTQ+ people in #media like advertising can reduce #prejudice and increase #empathy among non-LGBTQ+ people, making life better for the LGBTQ+ community. 3️⃣ 𝗚𝗮𝘆 𝗮𝗱𝘀 𝗮𝗿𝗲 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲: Ads featuring #LGBTQ+ people are just as effective with general audiences and even more effective with LGBTQ+ audiences. This makes them a net #positive for #brands. The System1 team spent the last month analysing EVERY UK TV ad aired in the past four Junes, with emotional data from a broad group of 250,000+ consumers and 1,800 LGBT+ consumers. You can get the full deck and charts with full citations in this article!

If you're gearing up for #pridemonth with a LGBTQ+ #marketing campaign, here are 5 ways to respond to the negative comments that might come your way. #lgbtqmarketing