5 ways marketers can drive LGBTQIA+ inclusion in their day-to-day roles – from Outvertising Live

Written by Mark Roper, Senior Creative

Earlier this year I met several board directors of Outvertising and they told me about how they’re working to make the marketing and advertising world completely LGBTQIA+ inclusive.

As a member of the community myself, I was really inspired by their drive to make a positive difference in the world, so I was beyond honoured when I was asked to become Creative Co-Director – a role I do alongside that of Senior Creative at Tangerine. 

This amazing group of people, who are working hard to make change happen, inspire me every day. This has never been truer than at Outvertising Live, the annual queer gathering, that I was lucky enough to be part of recently. It was the result of months of hard work, and I think I can speak for everyone who attended when I say it was such an inspiring and important event that was bursting with celebration and pride. 

As a creative in a large comms agency, I came away from Outvertising Live with a renewed promise to myself and our community to work harder than ever to ensure everyone is fairly represented and accepted in our industry. 

SO, HERE ARE FIVE WAYS THAT ALL ADVERTISERS AND MARKETERS CAN MAKE A TANGIBLE DIFFERENCE TO LGBTQIA+ PEOPLE IN THEIR EVERYDAY ROLES 

Image: Nancy Kelley, CEO of Stonewall speaking at the event

PUT YOUR MONEY WHERE YOUR BRAND MORALS ARE

It’s no secret that some publications, websites and advertising spaces are friendlier to the community than others – with some being openly hostile, particularly to trans and non-binary people. That’s why brands and advertisers need to think hard about the places they choose to put their adverts (and money) into, especially if they want to be seen as a brand with a social conscience. To help media buyers choose more ethically, Outvertising has put together a series of guides, available at outvertising.org. 

EDUCATE YOURSELF ON LGBTQIA+ CONSUMERS

The Outvertising Consumer Report, in partnership with YouGov and the Market Research Society, has revealed a comprehensive look at LGBTQIA+ consumer data, showing the diversity of viewpoints and experiences across the community.  

I won’t give away too much, but the data on brand preferences is fascinating. The full report, released next year, will be a huge opportunity to understand more about the community and how they can shape their communications to be as inclusive as possible while opening their eyes to new opportunities and customers. 

BUILD LGBTQIA+ NETWORKS INTO YOUR BUSINESS

Agencies and brands are increasingly seeing the importance of equality and diversity, with many setting up networks and committees to support this – and attending networking events like Outvertising Live to further broaden their understanding. 

Making the most of initiatives like this is not only great for making sure all team members feel heard and celebrated, it can also make the work we produce as marketers better, as it will authentically reach and include more people.   

At Tangerine, our own committee has been working on a new charter that sets out what we do as a business, what we expect from each other and those we work with, and how we are contributing to a more inclusive and diverse industry. This is just one element of the work we’ve been doing, and we’ll be sharing regular updates along the way.  

‘INCLUSION SHOULDN’T BE AN AFTERTHOUGHT AT THE PRODUCTION STAGE OF A PROJECT BUT SHOULD BE A CONSCIOUS PRACTICE THROUGH ALL PARTS OF THE CREATIVE PROCESS’

BUILD INCLUSION INTO YOUR BRIEFS

Inclusion shouldn’t be an afterthought at the production stage of a project but should be a conscious practice through all parts of the creative process. Make sure that inclusion is considered at briefing stage and consult people with real lived experiences throughout. It’s obvious, but the more diverse your team is, naturally the work will be more inclusive. 

If possible, it’s worth building sections into your briefs which specifically address inclusivity. 

DON’T FORGOT THE ‘I’

The most important message from the day was to support those in the alphabet who are underrepresented. Valentino Vecchietti, creator of the Intersex-Inclusive Pride Flag, called on the industry to make Intersex people visible. Valentino spoke of their lack of equal rights and how little they are represented. Including the new flag in campaigns and making sure we include the ‘I’ in LGBTQIA+ is a small change we can all make, but a huge leap forward for Intersex people.  

There was so much more I could share about the day, but I’ll point you in the direction of the recording at outvertising.org. The one take away for us all is to be more vigilant and keep striving to do better. As Nancy Kelley, CEO of Stonewall, said: “We’re not done yet”.