It’s 2024, and LGBTIQA+ people still rarely feel seen or accurately represented in Australian marketing and advertising. We know this because we asked. Together with Queer Town, a queer-led organisation delivering LGBTIQA+ inclusion training around Australia, we surveyed over 300 anonymous Australians on their thoughts on the current state of LGBTIQA+ representation and inclusion in marketing and advertising.
Up to 75% of people surveyed believe that LGBTIQA+ people aren’t represented frequently enough in marketing and advertising, and 65% of people had boycotted a brand due to a poor or offensive representation of LGBTIQA+ people. The message from our survey was clear: there’s a pressing need for more diverse and genuine representation of LGBTIQA+ experiences that reach beyond Pride month and tokenistic allyship.
To dig deeper, we hosted an event featuring a panel of experts discussing our survey results and their lived experiences. The panellists included Queer Town founder Archie Beetle (they/them), 2021 AGDA emerging designer of the year Amery Oke-Johnston (they/them), and copywriter, comedian, and creative Emily Weir (they/them).
Lessons from our survey and panellists shine a light on the untapped potential for brands to authentically represent the LGBTIQA+ communities they’re marketing for.
The power of authentic LGBTIQA+ representation
No one should feel excluded or left out. And yet, thanks to stereotyping and a lack of representation in marketing and advertising, many do. When brands reflect the identities of those they’re marketing for, they foster loyalty and trust, showing everyone in their audience that they matter and they’re heard.
While representation in itself is a value all brands should be committed to, there’s also a business case to support it. Over 50% of people say they’re willing to pay more for products and services from brands that authentically represent LGBTIQA+ people.
And, organisations that prioritise inclusivity also achieve higher rates of staff retention and productivity. Employees who feel safe, comfortable, and confident to openly be themselves are better equipped to thrive and succeed in their roles.
‘Not having to carry the emotional load of being misgendered every day made me so much better at my job.’ – Emily Weir on being ‘out’ at work
How to better represent LGBTIQA+ communities in marketing and advertising
To help brands get things right, we built this guide for marketers, brands, and agencies to improve their LGBTIQA+ representation and advocate for inclusivity in marketing. To help you, we’ve rounded up some key tips inspired by the guide and event discussion.
Get the basics right, and prioritise inclusive language
Inclusive language acknowledges everyone you’re speaking to. It’s important everyone in your organisation is familiar with the correct terminology and pronouns to use, and keeps up to date with ever-evolving language, like new terms or changing definitions. A great first step is to include this information in your organisation’s style guide to ensure everyone knows the standards.
Avoid using gendered language, like ‘guys’ and ‘ladies’ to refer to groups of people, and gendered terms like ‘husband’ and ‘wife’ when describing relationships where you may not know the gender of the people who are in them. Always check people’s pronouns before writing about them or referring to them in your communications.
Recognise the nuances within LGBTIQA+ communities and identities, and educate yourself and your team on their distinctions, keeping in mind that many people, like those identifying as non-binary or pansexual, aren’t represented in the acronym.
Destigmatise and diversify LGTBIQA+ experiences
Our survey identified stereotypes and clichés as one of the biggest shortcomings in current LGBTIQA+ representation. Think of an ad featuring a same-sex couple: you’re most likely thinking of two white, good-looking men, likely portrayed in a nice house in an affluent neighbourhood, maybe with a nuclear family unit.
It’s up to brands to break stereotypes and misconceptions, and ensure they aren’t portraying simplistic or outdated ideas of what it means to identify as LGBTIQA+. You should consider the full spectrum of LGBTIQA+ experiences through lenses of age, race, ability, and socioeconomic background.
Brands must move beyond assumptions, especially on areas like gender roles, relationship types, family structure, and sexuality. LGBTQIA+ people should be represented as the multidimensional people they are, in diverse roles and contexts.
‘I think current depictions of LGBTIQA+ experiences only reflect very specific types of queerness, not the diversity that exists within the queer community.’ – anonymous survey participant
Diversify your recruitment
Actively invest in and seek out talent from LGBTIQA+ communities to ensure you have lived experiences within your team. Listen to their stories and take their ideas for improving representation within your organisation on board.
Invest in comprehensive training from external organisations, such as Queer Town, to ensure everyone has the knowledge and skills needed to advocate for inclusivity and diversity.
Create an open and welcoming environment by providing channels for feedback and questions, and by implementing inclusive policies. Back your words with actions, and openly support equal rights and legislative changes that benefit LGBTIQA+ communities.
Build channels of collaboration and communication with LGBTIQA+ communities
Establish open lines of communication with diverse LGBTIQA+ communities. Actively seek information and perspectives from LGBTIQA+ voices from social media, and consult experts if you’re unsure about an approach you might be considering in your marketing.
Seek feedback from LGBTIQA+ individuals by setting up focus groups, surveys, or message groups to get your work reviewed by people and communities with lived experience.
We see so many organisations only collaborate with LGBTIQA+ organisations during Pride Month, and then forget about them for another year. Consider collaboration opportunities that truly align with your brand and have a positive and lasting impact on LGBTIQA+ communities. After all, a collaboration where only the brand benefits is the definition of rainbow washing — and something we’d like brands to ditch for good.
Start small and grow towards a bigger impact
Be upfront about your efforts toward inclusivity and representation. It’s okay to start small and build on the momentum, especially when you’re working closely with your team. What matters is that you’re moving forward.
If you make a mistake or receive negative feedback, take responsibility and share this openly. As a brand, you’re not only responsible for your own marketing and actions, but also the commentary on your platforms. Take a zero-tolerance approach towards hate speech and advocate for LGBTIQA+ communities both online and in real-life.
Most importantly, include representation and inclusion into the core of your business as ongoing priorities, and commit to continuous learning. It’s high time for marketing and advertising to speak for us all with authentic, diverse, and thoughtful LGBTIQA+ representation.
To get more actionable tips on how to get your representation right, download our free guide here.
