Juan Martín Federico’s Post

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

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

🌈 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 🌟

Check out this must-read article from Matt Wagner in Ad Age. "We see progress in certain sectors—social media influencers, celebrities and even some TV shows—but advertising remains a glaring omission. This omission sends a damaging message to young LGBTQ+ consumers and allies alike. What does it teach young queer people about how brands perceive them as consumers? As humans?" https://lnkd.in/d4fDEFSR #lgbtq #queer #multicultural #adindustry #multiculturalmarketing

Here are the key takeaways from the research & article "Don't make gay ads for the gays, make gay ads for profit" by Andrew Tindall, based on data from Outvertising and YouGov: 1️⃣ 𝗨𝗞 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝘂𝗻𝗱𝗲𝗿𝗿𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝘀 𝗟𝗚𝗕𝗧𝗤+ 𝗽𝗲𝗼𝗽𝗹𝗲: While 9% of the UK population identifies as LGBTQ+, only 2.5% of #adverts feature them. This is especially true for TV #advertising compared to digital, which may be more representative. 2️⃣ 𝗟𝗚𝗕𝗧𝗤+ 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: Exposure to LGBTQ+ people in #media like advertising can reduce #prejudice and increase #empathy among non-LGBTQ+ people, making life better for the LGBTQ+ community. 3️⃣ 𝗚𝗮𝘆 𝗮𝗱𝘀 𝗮𝗿𝗲 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲: Ads featuring #LGBTQ+ people are just as effective with general audiences and even more effective with LGBTQ+ audiences. This makes them a net #positive for #brands. The System1 team spent the last month analysing EVERY UK TV ad aired in the past four Junes, with emotional data from a broad group of 250,000+ consumers and 1,800 LGBT+ consumers. You can get the full deck and charts with full citations in this article!

I know stats are important but it's easy to get lost in them - so here is something positive a friend shared with me yesterday that made me feel good. Building a social following is hard work and it had not dawned on me how much harder it can be to build when your account focuses on LGBTQ+ topics of interest. Roughly LGBTQ+ people account for anywhere up to 9% of the population so when it comes to creating an account for that audience, we are working with a much smaller pool of people compared to, for example, a hetronormative travel Instagram account and this is going to be reflected in how much work it takes to grow. I think this is a good takeaway for brands to think about when working with LGBTQ+ creators, accounts of all sizes are doing an amazing job and have a lot of value to offer. We should look at a range of metrics rather than the sweep all of 'must have 100k followers' (which is becoming an outdated metric at this point). Anyway, this is to say well done to all out creator friends in the LGBTQ+ space who put in a lot of hard work and have incredible accounts! #influencermarketing #influencers #instagram

Gen Z is a community of politically aware, socially conscious individuals. In fact, over half of them consider themselves to be ‘woke’. They’re a generation of young people who reject rainbow washing and believe that LGBTQ+ Pride should be all day, every day (and rightly so). 🏳️🌈 But, to be honest, that doesn’t apply to all of them: data from Pion's upcoming Youth Trends Report reveals that only 32% of this generation (US) have an active awareness of and support the tackling of LGBTQ+ issues. Perhaps this is a lower number than you imagined. Perhaps not. But for those who are invested in diversity and inclusion topics, their voices are loud. 🗣️ In this blog, I explore #GenZ’s relationship with LGBTQ+ issues and how this impacts their spending habits. From the power of social media to some winning case studies, hopefully, it'll empower you to be a good ally. (Oh, and as an always welcomed addition, there are some tips on how you can reach those commercial goals 🤑🤑🤑) https://lnkd.in/epEPt3rk

People often talk about brands vetting influencers, but what about the other way around? 🔄🏳️🌈 For me it’s important to know what a brands intention is when they want to work with me to access our LGBTQ+ audience on social media. Listen to my thoughts below with Digital Voices #influencer #influencermarketing #pridemonth #lgbtq

System1’s Andrew Tindall conducts research with 250,000+ UK consumers to bring some effectiveness evidence to the LGBTQ+ marketing chat! Recognizing that this is a rather emotional topic to address, some obvious questions that still need answering with ‘gay ads.’ Do brands make enough of them? Do they have a positive influence on LGBTQ+ people’s lives? Is it all ‘pink washing’? And are they profitable for brands? Learn more: https://lnkd.in/dxzJbyUU #lgbtq #advertising #diversityandinclusion

This is a fascinating article, yes for what it says, but also for the demonstration of the work that was undertaken to answer a very complicated question. It took time; large sample groups are used; when data was lacking, additional research was completed; and effectiveness was measured on standard scales across a broad audience. To quote the author: "The usual pro-LGBTQ-inclusion pushback primarily focuses on two things. One is the oft-cited research that *insert large number here*% of Gen Z consumers claim they will pay more for a brand if they show support for a social cause they care about. And two is the unwavering belief that LGBTQ+ visibility in ads makes life better for LGBTQ+ people. My issue with these two arguments to date are any marketers that’s been trained in the dark arts of evidence-based marketing will quickly point out that consumers claiming they will do something has nothing to do with what they will actually do. And I’ve never seen any actual evidence that visibility makes life better for LGBTQ+ people. Sure, it seems intuitive, but intuition leaves itself open to personal opinions such as ‘action, not visibility,’ saying brands need to put their money where their mouth is to make it authentic or not bother with visibility at all..." Regardless of the role you play in a company, when you're faced with finding the answer to a solution, adopting the evidence-based attitude of this author, is key. #businesstransformation #cognitiveskills #worksmart #innovation #continuousimprovement #continuouslearnin https://lnkd.in/egmW55ay