Juan Martín Federico’s Post

This trend of brands steering clear of the LGBTQ+ community makes me nervous. Ignoring an entire group of consumer, especially one with a lot of disposable income, is never the right move. This year, "agencies report fewer projects and an overall lack of communication from clients regarding Pride Month plans." I've been seeing this too, and while many brands are moving toward a Pride 365 strategy, it's not enough of them. I get it, it's scary out there for marketers. According to new rankings from the annual Axios/Harris Poll 100, "Companies perceived as being overly focused on DEI — diversity, equity and inclusion — continued to see significant reputation declines around trust." Read the full poll results here: https://lnkd.in/gs6tBQhv What's the answer? It certainly isn't avoidance. #Pride #LGBTQ #marketingtrends #trends #media #advertising

Pride Month is days away, but this year there seems to be a strategic silence from many brands. While avoiding performative activism is a good thing, is this retreat a sign of progress or regression? 🤔 On the one hand, brands are wary of missteps after facing backlash for past Pride campaigns that rang inauthentic. This could suggest a growing focus on genuine LGBTQIA+ inclusion throughout the year, which would be a positive development. I am a bit too cynical to believe in this take, personally. Silence is its own form of message. Especially given the continual attack on trans rights, with anti-trans laws being passed across the country nearly daily. By withdrawing from Pride altogether, brands risk alienating LGBTQIA+ consumers and signaling a retreat from the hard-fought gains made in recent years. To me, this shows that for some companies, support of my community is only given when it is convenient. The key is to strike a balance. Brands can celebrate Pride authentically by amplifying LGBTQ+ voices and creating spaces for genuine connection, not just during Pride but all year round. 🌈 #PrideMonth #DEI #AuthenticMarketing

The landscape of corporate support for Pride has seen a shift this year. After facing backlash for their Pride campaigns in 2023, companies like Nike and Target seem to have taken a more cautious approach in 2024. This trend highlights the complex dynamics businesses face when aligning with social causes. 🔍 Key Takeaways: • Consumer Sentiment: The intense scrutiny and polarized responses from consumers have led some brands to reassess their public displays of support. • Balancing Act: Companies are navigating the fine line between authentic support and perceived opportunism, striving to maintain credibility while supporting the LGBTQ+ community. • Long-Term Strategy: Successful brands will need to develop consistent, year-round strategies for supporting diversity and inclusion, beyond just Pride month. The evolving approaches of these major brands underscore the need for thoughtful, genuine engagement with social issues. #Pride2024 #CorporateResponsibility #LGBTQ+ #Diversity #Inclusion #BrandStrategy

Good for Macy's. As I've been sharing this year again and again, the Association of National Advertisers' Alliance for Inclusive and Multicultural Marketing (ANA AIMM) 2023 study shows that standing with LGBTQ is the better business decision: the vast majority of consumers are in favor of LGBTQ equality, LGBTQ inclusive marketing, and will walk away from brands when they cave. 👉 77% of the general population are comfortable with gay and lesbian representation in ads, while 22% are not comfortable 👉 74% of the general population are comfortable with transgender representation in ads, while 26% are uncomfortable 👉 Four in 10 consumers show greater motivation to support brands that take LGBTQ+ marketing efforts; three in 10 remain neutral 👉 For every consumer supporting brands that back down from LGBTQ+ advertising, there are 1.8 consumers who would withdraw support from brands that acquiesce to anti-LGBTQ+ attacks 👉 Consumers are twice as likely to withdraw support for a brand that scales back its LGBTQ+ advertising due to criticism, with women being 40% more likely than men to withdraw their support 👉 50% of non-LGBTQ+ self-identified allies would withdraw support from brands that back down from inclusive advertising efforts due to criticism More on the ANA study here: https://lnkd.in/eg42KqiX https://lnkd.in/gvSMuS7t

Our data found a 141% decline in news media coverage of LGBTQ+-focused marketing campaigns since last year. Why are more brands going quiet this Pride Month? Companies are dialing back their Pride marketing campaigns due to fear of "rainbow washing," culture wars, and consumer backlash. Brands need to find authentic ways to support the LGBTQ+ community year-round, not just in June. Read more on how your brand can avoid these pitfalls and show genuine support. 📌 Read the full analysis here: https://lnkd.in/e3ASBMPD #PrideMonth #LGBTQ #BrandStrategy #RainbowWashing #CorporateResponsibility #BrandReputation

Love this take on the importance of sincerity and care in marketing. “The relationships you build with the communities you serve will fuel them feeling like they belong with you. When you protect those relationships, by standing up for the people you serve, especially those from marginalized communities, you’ll strengthen the sense of belonging they have with you.” #lgbtq #lgbtqmarketing #queer #queermarketing https://lnkd.in/gF4pwpUW

We’ve all heard the stories about consumers boycotting brands that support the LGBTQ+ community, leaving brands to pull pack on their inclusivity efforts. But Skittles took a different approach. The “Taste the Rainbow” brand did not deter its commitment to its belonging and inclusive marketing efforts. Head to today’s link below to read more about how this brand continues to step up and support our LGBTQ+ community. #inclusivemarketing #brands #LGBTQcommunity #support #belongingness #buildingconnections Forbes

No one likes to be misled, doesn't matter who you are or what you believe in. If a #brand makes a promise and then breaks it, we treat them the same way we'd mistrust a real person who did that to us. The key to success when #marketing to *any* audience is to be prepared to put your money where your mouth is. You can't please all the people all the time, so count on somebody out there getting their feathers ruffled at some point--it's an inevitability you can prepare for in advance... need to, even. Because if you buckle or equivocate in front of your audience when it really matters, or worse throw them under the bus to please someone else, you will do far more damage to yourself than any detractors could. Words without action just don't cut it. And nobody trusts a traitor, not even the segment of people you might hope to appease. Once you lose the trust of your customers, they stop being your customers. Skittles is doing it right. #branding #inclusivity #audiencetargeting #causemarketing #brandexperience #brandvalue

I'm recognized for upholding a strong stance on the advantages of upholding robust brand values and leveraging differentiation, along with the indispensable role of an inclusion strategy. In Sonia Thompson's analysis, the significance of these principles comes to life in her article for Forbes "Why Threats Of Boycotts Have Not Deferred Skittles LGBTQ+ Inclusive Marketing". These brands have demonstrated an admirable commitment to their LGBTQ+ customers, embodying a form of loyalty that's worth examining. Two paragraphs in particular resonated deeply: "Effective inclusive marketing transcends its own purpose. Although an initial motive for certain brands venturing into inclusive marketing might be increased sales, this approach is far from sustainable. Consumers, especially those from marginalized communities, can instinctively discern authenticity. True belonging cannot be simulated over time." "...it's crucial to recognize that standing by marginalized communities, even when facing opposition, is an investment in building relationships that foster genuine belonging and unwavering loyalty." - Sonia Thompson Sonia's exploration of cultivating consumer loyalty brings to mind the history of Cadillac and profound loyalty within the Black community, tracing back to the eras of Jack Johnson and the 1960's liberation movements. For those unacquainted with this historical context, I dive into that noteworthy period in brand history, in my post inspired by hers. (You can read that here https://lnkd.in/gEbw7FP7)