Prime Video & Amazon MGM Studios’ Post

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

Let's get into the details of LGBTQ Super Bowl LVII representation... ▶ .06% of all ad time featured LGBTQ people ▶ 75% of that time featured white, cisgender, gay men ▶ Every ad used an LGBTQ celebrity ▶ No ads included us as main characters or lead storyline When GLAAD asks that the advertising industry leverage the reach and impact of an event like the Super Bowl, it's because visibility drives acceptance. At a time when LGBTQ rights are being put in jeopardy through harmful legislation across the country, we need a commitment from brands to give our community time, showcase our diversity, and tell our stories. There is work to be done. #visibilitymatters

Collage Group insights were featured in a new article by Angela Hanson of Convenience Store News! The main takeaway: an exploration of marketing targeted to #LGBTQ+ consumers and the ads that represent the segment. Discover additional takeaways from our research shared in the article, and take time to review the top ads for LGBTQ+ consumers shared in our latest blog, available now via the link in the comments section below. Thank you for your coverage, Angela! #marketing #mrx #diversity #inclusion #diversityandinclusion #marketresearch #marketingandadvertising #consumerinsights

LGBTQ+ publication Autostraddle.com has sold to “For Them,” an online brand that sells chest binders and more, in an all-equity deal. And For Them isn’t the only DTC brand that’s been doubling down on editorial lately 👀. Read my latest for Ad Age below to find out more. #dtc #mediaindustry Stix

DO THE RIGHT THING.

Where did it go wrong for #BudLight? 🤔 Anyone working in #marketing will have undoubtedly seen the fallout after trans-influencer Dylan Mulvaney endorsed Bud Light, during the beer company's "March Madness" campaign. In the weeks following the video, Bud Light’s sales and stock price plummeted and the company now faces a serious brand identity crisis. So where did it all go wrong? 👉 Bud Light stood for everything and nothing at the same time. Bud Light initially started showing their support for the LGBTQ+ community in the late 90s, running print ads with the tagline “Be yourself and make it a Bud Light.” This campaign came under criticism by the right-wing at the time. After the controversy, the beer company continued it's support and became the headline sponsor for numerous Pride Festivals and events across Canada and the US. In their more recent marketing campaigns they featured imagery of same-sex weddings and drag queens to continue to show their support. They have even released Pride products featuring the pride rainbow on their bottles and cans. However, the company’s recent attempt to remain neutral in the fight between the right-wing and LGBTQ+ community, has understandably angered everyone. Despite their long history of supporting the community, it now looks entirely performative. If you ingrain your principles into your marketing strategy, you need to stick to them even when times get tough. Do you agree and what do you think Bud Light's next move should be? 🤔 #crisismanagement #marketingstrategy #brandidentity

Pride month has increasingly become a time where brands rush to demonstrate LGBTQIA+ inclusivity, launching Pride collections and switching up their logos to mirror the rainbow flag. Amidst rising attacks on the rights of the LGBTQIA+ community, brands are facing increased scrutiny and critique for inclusive marketing efforts. This has pushed some brands to backpedal, withdrawing products, and even Pride decor. So, how should businesses handle Pride month backlash? With year round action and planning. #pridemonth #pride2023 #pridemonth2023 #lgbtq #lgbtqiaplus

GLAAD's Advertising program collaborates with industry leaders to enhance LGBTQ inclusivity and visibility in marketing campaigns and product development. The program introduces the GLAAD Advertising Visibility Index, developed to evaluate LGBTQ representation and consumer perceptions of inclusion. This index marks the beginning of an annual report on LGBTQ representation in advertising and marketing. Read the key findings from the 2023 Advertising Visibility Index at https://bit.ly/4bZIp3Y!

I am deeply concerned that, going forward, brands will be much more hesitant to feature a broader representation of LGBTQ+ people in marketing and will think twice before greenlighting new high-profile Pride initiatives. This will create a chilling effect by pushing marketing-driven diversity and inclusion initiatives back a few decades. Because of these challenges, marketers must remind themselves and their leadership teams why they should support the LGBTQ+ community in the first place. While each business should have its own business case for investing in the LGBTQ+ community (or not), recent research shows that nearly half of adults around the globe support companies and brands that promote equality for LGBTQ+ people.  Additionally, brands that take a stand on social issues are also more likely to resonate with younger consumers, who are increasingly looking for brands that align with their values. Finally, the most important communication for brands is to promote inclusivity. That's why I use the pronouns 'Him. He. Human'. Being 'Human' is the one thing we all have in common. Brands have both the opportunity and responsibility to bring us all to center by promoting a world of authentic inclusivity. Happy End, to the most politically charged Pride month in recent memory. Read my guest post for Ad Age's Pride Month 2023 campaign: https://lnkd.in/dWYPRCy9 #pride #business #marketing #leadership

Trans and queer people belong in the media and in our industry. At Outvertising Live last Wednesday I not only met some brilliant individuals, but gained valuable insight into the current state of play, why our community should matter to brands, how brands can authentically connect with LGBTQ+ and why many get it so wrong. Some themes: Sort your own house out first: Concentrate efforts internally before attempting to communicate externally. If you’re not creating an inclusive environment yourself, if staff aren’t clear on what you’re doing or why you’re doing it, all else will seem hollow. There are many reputable businesses, consultants and individuals who can help you on that journey if you are willing to prioritise and allocate real budget. Eleonore Murauer told how Durex held back on Pride involvement after realising they needed to work on themselves and how it hugely benefitted them in them in the longer term. Make a long-term commitment: LGBTQ+ is not an activation, too many brands are looking for immediate ROI after a single campaign. This short termism will harm your chances of developing a fruitful relationship with your audience. When Diageo overly invested in diverse media, at first the numbers were down, many would have been pressured to pivot. Fast forward two years later, that consistent investment is their best performing. Avoid rainbow washing by doing something that helps: Both in terms of how you support the community as a business and how your communications do the same. We need to stop thinking about shoehorning a story about a bi person into a 30 second ad and start thinking about how our campaigns could change things for the better. The micropedia of micro aggressions for The Black Business & Professional Association and Bundy Mixer for Bundaberg Rum both great examples of how that’s possible. Prepare for backlash: The sad fact remains that openly inclusive brands do get backlash. Instead of pulling campaigns or back pedalling, prepare for it. A comparison was made between Bud Light and Nike, both brands had received high profile backlash after partnering with trans model Dylan Mulvaney. Bud Light went into a tailspin, pulled Pride displays and alarmingly issued an apologetic in tone statement referencing learning from their consumers, leaving Dylan out in the cold to deal with the full force of the American right on her own. Their fence-sitting resulted in massive losses from all sides, something they’re still trying to recover from. Nike on the other hand, doubled down on its decision with a strong mission statement and a call to be kind and inclusive, removing hateful comments from socials and standing strong on its beliefs. Seeing continued growth in return. The overwhelming take out was the importance of engaging at every stage. From getting the right people in to work on your business to involving diverse media partners upfront whilst campaigns are in development. Let's do better together. 🏳️🌈