Stacie M. de Armas’ Post

Great insights from the Association of National Advertisers' SVP of brand and media Greg Wright during his #webinar presentation, "Driving LGBTQ+ Inclusive Marketing and Mid-Pride Check-in." More Than Just Pride: 365 Days *97% of inclusive marketers run campaigns year-round *Consistent, authentic support is key *Key LGBTQ+ events/dates outside of June (e.g. National Coming Out Day, Transgender Awareness Week). The Untapped Potential of LGBTQ+ Media *Only 34% of marketers currently utilize LGBTQ+-owned or targeted media. *LGBTQ+ media has a rich history of community-building, advocacy, and shaping public perception. *Targeted LGBTQ+ campaigns can generate almost twice as much purchase intent among LGBTQ+ consumers than mass-market campaigns. Full 2024 Report: https://lnkd.in/exGePEJJ

2024 ANA LGBTQ+ #Marketing Inclusion Survey The power of partnering with nonprofits: “Additionally, 86 percent of respondents think more positively about a company that sponsors an LGBTQ+ #nonprofit and 82 percent think more positively about a company that actively markets to or includes the LGBTQ+ community.” “Brands can avoid rainbow-washing by collaborating with an LGBTQ+ nonprofit, increasing diversity and acceptance within the company, working with an LGBTQ+-specialized agency, and lifting the LGBTQ+ community.” Full Report: https://lnkd.in/exGePEJJ Association of National Advertisers ANA Nonprofit Federation

Happy Monday! Continuing our focus on Pride Month, we want to share some research with you about why LGBTQIA+ representation is important in #marketing and #advertising with 3 facts + 2024 stats 👇 1. 🫶 A growing majority of the population acknowledges that the LGBTQIA+ community needs public support, and promoting diversity, inclusivity, and equal rights creates positive social change that benefits society at large. Meltwater reports, "Companies that commit to LGBTQ+ inclusion attract and retain top talent, and have stronger relationships with customers and key stakeholders," a truth confirmed by an Edelman survey featured on CNBC. (https://hubs.la/Q02B5tcG0) 2. ✊ Today's consumers, particularly #GenZ, expect brands to take a stand on social issues such as LGBTQIA+ rights. Strategic recommendations include #collaboration with LGBTQIA+ owned agencies and nonprofits. As Diversity for Social Impact explains, it's essential for brands to support the LGBTQ+ community continuously, not just during specific times like #PrideMonth by creating inclusive content year-round, supporting LGBTQ+ causes, ensuring representation in company leadership, etc. (https://hubs.la/Q02B5QzM0) 3. 🙌 Great news—the marketing industry's support and inclusion of the LGBTQIA+ community is trending up! Association of National Advertisers's 2024 LGBTQ+ Marketing Inclusion Survey highlights these encouraging findings: 🌈 97% of advertisers recognize enhanced brand perception through LGBTQIA+ inclusive campaigns. 🌈 82% of respondents believe brands should increase their LGBTQIA+ marketing efforts. 🌈 55% of advertisers engaged in LGBTQIA+ inclusive marketing as of March 2024 (and likely growing). (https://hubs.la/Q02B5W350) Key takeaways? While brands, businesses, marketers, and people in general can always improve in our inclusion efforts, LGBTQIA+ support is on the rise. A strong step most of us can take is to continue learning more and improving our understanding of the LGBTQIA+ community and what it means to be a true ally.

Many have seen my posts about the ANA Report showing that brands lose customers by caving to anti-LGBTQ+ pressure (almost 2 to 1!). As the #1 LGBTQ publisher with a 15 year track record of working with brands on their authentic connection to this growing consumer base, Q.Digital shares four tips marketers should know going into 2024 Strategy and Planning. 1. Most Americans support advertising that includes LGBTQ+ people Americans are 2x more likely to buy or use a brand if the brand publicly supports and demonstrates a commitment to expanding and protecting LGBTQ+ rights A 91% supermajority of non-LGBTQ+ Americans agree that LGBTQ+ people should have the freedom to live their lives and not be discriminated against 75% of non-LGBTQ+ adults feel comfortable seeing LGBTQ+ people in advertisements 18-34-year-olds are nearly twice as likely than the general population to say that protecting the rights of the LGBTQ+ community should be a top priority for brands when it comes to allocating money and resources. 2. Most brands stood by the LGBTQ+ community with vocal support and continued program sponsorships, and they faired well.  Interpride, which represents 375 global Pride organizations, reports that sponsorships were up 20% YOY. Studies found that brands willing to stand by LGBTQ+ people amid criticism can help increase consumers’ opinions, trust, and interest in purchasing from them. 3. Brands that gave in to anti-LGBTQ+ sentiment lost support with both LGBTQ+ people and consumers overall.  A recent article in Fast Company titled “Bud Light poured decades of LGBTQ allyship down the drain – and now everyone’s mad” detailed the fallout from the “culture-war panic,” saying that “the beer marketer has possibly thrown out decades of goodwill and soured the audience of drinkers it needs to woo.” 4. Research from the Association of National Advertisers shows standing with the community and not backing down wins more consumers. The study found that for every consumer that supports brands that stop their LGBTQ+ advertising efforts, there are 1.8 consumers that would withdraw support from those brands for acquiescing to anti-LGBTQ+ attacks. This net loss grows exponentially with GenZ and Millennial consumers. Read more: https://lnkd.in/eh2asDz2

Embrace authenticity! Our blog is your guide on how to steer clear of rainbow washing. Learn how to genuinely support the LGBTQ+ community and avoid performative gestures with real examples of brands who have done exactly that. #pridemonth #rainbowwashing #inclusivebranding #pride2024

🌈 It's Pride Month! 🌈 What better time to understand how inclusive marketing can drive your commercial goals? By representing LGBTQ+ communities in your marketing, brand, products, and culture, you can demonstrate a genuine commitment to inclusivity. In our latest blog, we explore Gen Z's relationship with LGBTQ+ issues and how this influences their spending habits. From the power of social media to winning case studies, we'll empower you to be a good ally and share tips on reaching those commercial goals. Check out the blog now and join us in making a positive impact this Pride Month! 🔗 https://lnkd.in/e9pzqD3K #PrideMonth #InclusiveMarketing #GenZ #LGBTQ+ #SocialMedia 🌟

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

LGBTQ+ Brand Representation: A Case Study on Authentic Inclusiveness https://lnkd.in/g53iWrpk Our team explored the fine line between genuine inclusivity and performative gestures in LGBTQ+ brand identities in our recent project for DES 324 GW. We studied the perceptions and needs of the LGBTQ+ community at San Francisco State University using surveys, interviews, and existing studies. Key Findings: Authenticity Over Performance Brands must move beyond surface-level inclusivity, such as logo changes, and foster ongoing, authentic support for the LGBTQ+ community. Community Engagement Effective representation involves genuine engagement with the community, understanding their challenges and needs. Design's Role Thoughtful design can drive inclusivity, build trust, and promote social justice. Objectives: Understand perceptions of LGBTQ+ inclusivity in brand identities. Identify challenges in brand representation of LGBTQ+. Develop strategies to raise awareness about performative gestures during Pride month. Our Approach: From initial sketches to final digital illustrations, we aimed to highlight the contrast between genuine support and the exploitation of LGBTQ+ symbols for profit. Social Media Impact: Leveraging social media's power, we emphasized the importance of spreading awareness and fostering meaningful connections through impactful posts and campaigns. Conclusion: This study underscores the responsibility of designers and brands to authentically represent marginalized communities. By committing to genuine inclusivity, brands can foster trust, loyalty, and drive social justice. Let's keep advocating for authentic inclusivity! #LGBTQ #BrandRepresentation #InclusiveDesign #SocialJustice #Authenticity

How To Build an LGBTQ+ Inclusive Brand (Beyond Pride Month Promotions) #commercewise. Share your thoughts about this. Upgrading your Brand New Adventure with @Commercewise. Let Commercewise bring this thoughts & ideas to your team, Book Dr. Tony Astro at www.commercewise.us.

How do you engage #LGBTQ+ consumers? As laws change and societal acceptance increases, more and more people feel comfortable embracing their LGBTQ+ identities and are raising their hands to be counted. Estimates show this consumer segment includes at least 12 million American adults. In addition, #GenZ Americans significantly overindex on identifying as LGBTQ+. Finally, this segment has money to spend—about $1 trillion in purchasing power. Brands must better understand this consumer group to effectively engage with them through their marketing and advertising. Learn how to drive brand relevance and turn insight into impact with our research, available below. #marketing #mrx #diversity #inclusion #diversityandinclusion #marketresearch #marketingandadvertising #consumerinsights