With nearly three million Australians identifying as LGBTIQA+, the demand for respect, understanding, and authentic representation of LGBTIQA+ experiences is real and roaring. Yet many brands mistakenly think slapping a rainbow on their socials once a year during Pride Month is sufficient. Spoiler: it’s not.
Teaming up with Queer Town, an LGBTIQA+ inclusion education and training organisation, we’ve conducted a survey that gets to the heart of LGBTIQA+ inclusion and representation in advertising and marketing. The result? A guide packed with actionable insights to help brands, marketers, and agencies create marketing that’s not just inclusive, but genuinely supportive of LGBTIQA+ people and experiences.
To launch the guide, we hosted a panel event at The Commons Cremorne, MC’d by our designer Surej Sidhu and featuring panellists Archie Beetle (they/them), founder and CEO of Queer Town, copywriter and comedian Emily Weir (they/them), and director of Thought & Found, Amery Oke-Johnston (they/them).
The survey
We surveyed over 300 anonymous Australians right across the country via social media, posing 10 questions about their thoughts on the current portrayal of LGBTIQA+ experiences and identities in local advertising and marketing.
The findings from this survey aren’t just abstract statistics. They include the voices of real people who are tired of being tokenised, stereotyped, and sidelined. With these insights in hand, we created a guide to help brands move beyond surface-level gestures and engage in more meaningful representation in their advertising and marketing.
The insights
Insight one: Over 80% of respondents say current depictions of LGBTIQA+ people don’t reflect authentic experiences
LGBTIQA+ communities are a vibrant mix of identities and stories. Yet, many brands only showcase a tiny slice of this diversity. While these snapshots are a start, they barely scratch the surface of the rich spectrum of LGBTIQA+ experiences. Relying on these limited depictions risks reinforcing stereotypes and sidelining other crucial identities. True inclusivity means embracing the whole spectrum — trans, non-binary, queer folks of colour, bisexual, intersex, and everyone in between.
Insight two: Over 50% of respondents are willing to pay more for products and services from brands that frequently and authentically represent LGBTIQA+ people
When brands show they’re genuinely inclusive, they’re saying, ‘you matter.’ Authentic marketing that reflects the full range of LGBTIQA+ experiences makes people feel seen and valued. And that’s not just good for the community — it boosts how the brand is perceived. The result? Higher brand loyalty, more customers, and yes, a bigger bottom line.
Insight three: Over 65% of the people surveyed have boycotted a brand due to a poor or offensive representation of LGBTIQA+ people
When brands get it wrong, the backlash is swift and significant. People are tired of being reduced to stereotypes and demand more than token representation.
Respondents highlighted three areas for improvement:
- More stories that show the intersections of race, gender, and sexuality.
- Honest portrayals of the challenges LGBTIQA+ people face today.
- Uplifting depictions of positive experiences and triumphs within the community.
The event
With a panel completely made up of people from LGBTIQA+ communities, our event set out to amplify queer voices and experiences, covering key areas of improvements our panellists want to see from brands, why brands should care about LGBTIQA+ inclusion and representation, and what action points attendees should take away from the night.
The biggest takeaway from the night – resonating right across the panel – was the importance of consultation with LGBTIQA+ communities at all stages of a campaign lifetime and beyond, and making inclusion a long-term priority rather than a short-term goal.
So, what now?
The good news? Brands have a real opportunity to change the narrative. Based on our survey findings, we’ve put together a handy expert guide on how you can make your marketing and advertising more inclusive of LGBTIQA+ people and experiences – and not just during Pride Month. Download your free copy of the guide.
