Be prepared to divide people
“LGBTQ+” covers millions of people who are infinitely varied in their identities and views. One unifying factor, however, is feeling rejected and disenfranchised by mainstream capitalist society. So, it’s understandable that some respond badly to Pride marketing, which can feel exploitative. Through self-education, strive to understand this viewpoint, and accept that you will divide views both inside and outside of the community.
You will also reach a group that is filled with hope when they see LGBTQ+ people in highly visible campaigns, proudly celebrating their identity to the rest of the world. Be unwavering in your support and give no time to the conservative outrage this may elicit—do not allow it to change your strategy. Do, however, take steps to protect talent from this backlash and offer ongoing support.
Consider if Pride is relevant for you
Allyship is about supporting the LGBTQ+ community year-round. But is it right for you to run a campaign for Pride? Is there a reason for this to be the loudest moment in your marketing calendar? Do you have a product or brand which can create a meaningful dialogue with the community?
There are many products that are authentically tied to explorations of gender and sexuality—such as clothing, hair styling and makeup—which are common tools for queer self-exploration. MAC cosmetics has been vocal in its advocacy since 1994 with giving initiatives such as VIVA GLAM, which has raised more than $500 million dollars and will be amped up during the new VIVA GLAM Day of Giving, which will donate 100% of proceeds from every lipstick sale worldwide for a 24-hour period.
Brands that want change to their companies’ culture and public stance should evaluate why their company is right for Pride; the answer might be that it’s not. Even if that’s the case, the rest of the advice presented here will still create meaningful, positive change.
from Digital Marketing Education https://ift.tt/Ssyv9Oj
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