There are varied perceptions within the LGBTQ+ community
It is essential to recognize that the LGBTQ+ community is not a monolith, but rather a diverse spectrum of individuals. This diversity extends to the way different sub-communities within the LGBTQ+ umbrella perceive and engage with brand campaigns during Pride Month. In the past 12 months, Gay and Lesbian communities have been 1.4 times more negative and critical of brand campaigns in comparison to the Trans community.
The Trans community may appreciate the visibility given in certain campaigns, such as Bud Light’s inclusion of trans brand ambassador Dylan Mulvaney. For this campaign we identified the trans community is 1.2 times more positive than the Gay and Lesbian community, with 72% of their conversations being positive. It is no longer acceptable for brand campaigns to resonate with just one audience. Communication strategies need to respect their core customers without alienating new audiences. This is particularly crucial during Pride Month when engaging with the LGBTQ+ community and its various sub-communities.
What can brands learn from people’s online conversations? within the LGBTQ+ community
Brands have the opportunity to listen, learn, and adapt their strategies to better engage with their audience during Pride Month. However, it’s important for brands to acknowledge that they will encounter a spectrum of reactions and opinions. No matter how carefully crafted a campaign or message may be, there will always be individuals who hold differing views or who may criticize the brand’s approach.
Rather than aiming for universal approval, brands should prioritize authenticity and sincerity in their communication. While targeting younger generations, especially Gen Z, might yield higher engagement and loyalty, it’s important for brands to approach their Pride Month campaigns with a broader perspective. Still, given that this demographic is the most positive towards these communications, brand campaigns during Pride will definitely resonate with them. Brands might also want to try to incorporate educational elements into their communications to help address the questions and concerns of older generations. Creating meaningful dialogue could enhance the brand’s perception among these groups, turning neutral conversations into positive conversations that move away from any confusion or prejudice.
The fact that younger generations and the Trans community are the most positive towards these communications highlights the importance of authenticity. Brands must move beyond surface-level campaigns and create sustained efforts that address the unique needs and experiences of each sub-community within the LGBTQ+ community. This could include donating to LGBTQ+ organizations, implementing inclusive workplace policies, and advocating for LGBTQ+ rights throughout the year.
When brands take the time to listen and empathize, they can craft messaging and initiatives that authentically align with the values and aspirations of their LGBTQ+ audience. By shifting their focus from the surface-level “what” to the deeper “why” behind these conversations, brands not only acknowledge every individual voice but also embrace and celebrate it.