InfoSum’s Post

🌈DISQO is excited to share our fourth annual report on LGBTQ+ Advertising in partnership with Do the WeRQ. Highly publicized missteps in 2023 ushered in a quiet(er) Pride this year, as brand marketers grapple with fear of backlash. This year, we set out to examine what role consumers expect brands to play during #PrideMonth. The data firmly says that consumers don’t care any less about Pride or brands' role in creating social progress: 👉60% have noticed brands celebrating Pride in previous years 👉26% said they have purchased a Pride-branded product 👉50% believe it's important for brands to support the LGBTQ+ community year-round Download the full report for more #insights on #LGBTQ+ advertising: https://hubs.li/Q02BxMwy0

PSA 🌈 Avoid this red flag ⛳ Please don't ask LGBTQ+ creators to work for free during Pride Month (or any month of course, creators aren't special, they also have bills and need an income 😁). From a branding and PR perspective, it doesn't reflect well and is a huge red flag for rainbow washing. We work with some great brands who are genuinely dedicated, authentic and supportive towards the LGBTQ+ community and therefore allocate budgets for campaign activations to show it's more than just lip service. Looking for LGBTQ+ creators to bring an upcoming campaign to life? Let's talk :) *Rainbow washing is when companies signal support for the LGBTQ+ community, like adding rainbow colors to their marketing materials during Pride Month, without actually doing substantive work that helps members in the community. It can mean that brands capitalise from the community without investing in it. #influencermarketing #pridemonth #lgbtq #marketing

How does an LGBTQ+ safe space make you feel? 🏳️🌈✈️ Until you are in one you don’t quite realise how much you hold back and question things. Being in a safe space gives you the freedom to express yourself, visually with what you wear, verbally, physically (e.g holding hands) etc without having to second guess yourself. Honestly it’s a relief to let all those worries go. This is one of the reasons why more spaces in travel need to look at how they can take away the guesswork for LGBTQ+ people as to whether they are in a safe space or not….. #lgbtq #travel #influencer #marketing

In a recent campaign featuring Vice Ganda and fellow LGBTQ+ icon Paolo Ballesteros for a renowned QSR brand, the initial campaign sparked significant word-of-mouth exposure within the LGBTQ+ community, resulting in a 12-percentage point increase. The subsequent campaign, with Paolo Ballesteros's participation, effectively sustained this level within the segment. Interestingly, even among the general population, there was an increase in WOM from mid-November onwards. YouGov’s Profiles and BrandIndex, taken together, unlocks the ability to understand the effectiveness of campaigns among certain segments, with certain attitudinal profiles, or at a more granular level any time. Schedule a demo presentation with us to see how you and your industry perform! https://lnkd.in/gaEeZUC8 #Synergy #YouGov #brandtracking #consumerinsights #LGBTQ #advertising

But what does this year’s celebration, colored by an uptick in Italian anti-LGBTQ+ legislation, reveal about the state of Pride marketing? June is a tricky month for marketers. Rainbow-colored campaigns to recognize LGBTQ+ Pride month drop in hordes, seemingly categorized by the masses as complete failures or merely tolerable in an instant. LGBTQ+ advertisers discuss on Ad Age the challenges of June campaigns today and how to do Pride right going forward. Learn more: https://lnkd.in/edGiYy5B #lgbtq #advertising #diversityandinclusion

As the LGBTQ+ community becomes increasingly visible, brands grapple with how to reflect this diversity. #DISQO’s newest study unveiled that a significant 20% of respondents identified as part of the LGBTQ+ community – a number much higher than many estimates. Brands today stand at a crossroads. On one side, there's a golden opportunity to connect authentically with the fastest-growing minority group in the U.S. On the other, the challenge of not alienating others who have pushed back against LGBTQ+ visibility. Our latest report, in collaboration with Do the WeRQ, delves into: 👉 Consumer perceptions when brands backtrack on social commitments 👉 The tangible actions consumers take beyond just boycotting 👉 The social responsibility of brands, the authenticity of LGBTQ+ ads, and shifts in perceptions from 2022 to 2023. Click to read more about consumer perceptions on these pivotal topics and learn how to foster genuine allyship in a market that's more polarized than ever. 🌈 📈 #LGBTQInclusivity #BrandResponsibility #ConsumerPerception https://hubs.li/Q022Kxp_0

What can brands do to avoid being perceived to simply jump on the pride bandwagon this June? (i.e perceived rainbow-washing*) 🌈 - Make sure all campaigns have LGBTQ+ representation and wider DEI in mind year round, not just at certain parts of the year - Take a look at your marketing assets (especially the static ones), what story do these tell your consumer? Does it leave them guessing what your stance is? - Utilise LGBTQ+ creators in your influencer marketing activities year round. You can and should utilise them for non pride or non LGBTQ+ related campaigns also. This then feeds into the first point above. I ran a poll a while ago on Instagram: whilst it is important for consumers to see brands show support during pride month, they highly value those brands (and therefore become more committed to those brands) that continue to show their support year round - thats where an even bigger impact can be achieved. Always happy to chat more, drop me a message. *Rainbow washing - a term used to describe situations where, intentionally or by accident, brands may finanically benefit from marketing to the LGBTQ+ community without putting any real substance into their efforts (for example a big brand simply adding a rainbow filter to their logo and nothing more and quickly deleting it post pride month). #influencermarketing #lgbtq #contentcreators

I've had the privilege of meeting many inspiring LGBTQ+ business leaders over the past few months. However, I've noticed a common theme in our conversations. Many of these leaders express feeling like they're on the outside, not part of the traditional straight, white male networks. But when I ask how they leverage their own LGBTQ+ network, I often get silence. Digging deeper, it becomes clear that they actually have a strong queer network, but they're not tapping into it enough for business purposes. Not to mention that they are working on actively expanding and utilizing their LGBTQ+ network. It's time to stop lamenting about not being part of certain networks and start utilizing the power of our own LGBTQ+ business networks. They're stronger than we realize. Let's make the most of our connections and support each other in our professional endeavors. #LGBTQ+ #BusinessNetworking #SupportEachOther #LGBTQLeaders #LGBTQEntrepreneurs #IdentityVentures

🌈 Celebrating Pride Month at GS As we kick off Pride Month, it's crucial to recognise both the strides society has made and the ongoing challenges for the LGBTQ+ community globally and here in the UK. Globally, the top challenges include: ·      Discrimination and Violence: Daily threats to safety and well-being. ·      Legal Inequality: Many countries still lack legal protections for LGBTQ+ rights, with some even criminalising same-sex relationships. ·      Healthcare Disparities: Significant barriers to accessing appropriate healthcare. In the UK: While the UK has made significant progress since decriminalising homosexuality in 1967, challenges remain, particularly around trans rights and the rise in hate crimes. Higher rates of mental health issues persist due to discrimination and stigma, with the Black LGBTQ+ community facing even greater disparities. Disabled members of the LGBTQ+ community face unique barriers in accessing mental health services, compounding their marginalisation. Allyship and Advocacy: Pride Month is a time to celebrate, but also to ally with the LGBTQ+ community. Public sector leaders hold immense power in shaping societal norms, thus advocating for LGBTQ+ rights. Their allyship sends a strong message of acceptance and inclusion, fostering empathy and encouraging positive changes in policies and legislation. This Pride Month, GS is thrilled to release a series of interviews with inspiring LGBTQ+ societal leaders. Their insights will guide us in building a more inclusive and supportive society. It has been a pleasure to amplify their voices, so please look out for them! Happy Pride!! #PrideMonth #LGBTQ #EDI #DEI #Equality #Inclusion #Allyship #HappyPrideMonth #PrideatGS

🔍 17% of active gamers identify as LGBTQ+, a whopping 70% increase from 2020. Our recent Q&A with GLAAD's VP of Research and Insights, Tristan Marra, highlights the crucial role of accurate representation and the need for the industry to engage with experts early on. By doing so, brands can ensure that LGBTQ+ characters and themes are not only included but done right. Authenticity is key. 🗝️ As the gaming industry grows, so does the opportunity to embrace and celebrate diversity, making games a mirror of their experiences. 🎮 👀 Want to dive deeper into youth culture? Become a subscriber and access our weekly trend and behavioral reports complete with filters for gamers and LGBTQ+ youth. Learn more: https://lnkd.in/gahMexNq #GamingCommunity #LGBTQ #Inclusion #DigitalDiversity #GameDevelopment