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Pride Month is an exciting time to show support for diversity and inclusion among your target audience and influencers. Brands everywhere have the opportunity to use their voice to showcase their favorite LGBTQ influencers.
Before the 1980s, it was illegal to be trans in many cities across the United States. And in 1969, police raided a Greenwich Village gay club in New York City. Soon after, the Stonewall Riots began raising awareness for the cruel and pervasive mistreatment of LGBTQ community members everywhere. According to USA Today, 13 LGBTQ individuals have already been targeted and killed in the United States this year alone. As such, Pride activism is critical for select members of your brand audience.
“By conservative estimates, LGBTQ+ individuals make up approximately 4.5% of the US population, but account for 8%—approximately $1 trillion—of the country’s disposable income.”– Insider Intelligence, 2021
Because of the long history of discrimination again members of the LGBTQ community, these consumers are rightfully conscious about aligning with brands that share their values on civil rights.
“LGBTQ+ consumers also are more likely than members of other groups to seek out brands that represent and include them, to reward those that show sustained support of LGBTQ+ friendly media and causes, and to remain loyal to brands that are loyal to them.”– Insider Intelligence, 2021
How your brand shows support or engages your LGBTQ fans matters a great deal to those people, as well as those who don’t identify as members of the LGBTQ community but have sacrificed a great deal to advocate for them. And there’s no better way to do so than to promote these voices within your influencer marketing program.
“Support brands and companies who show up for the LGBTQAI+ community, NOT the ones who capitalize on our rainbow.”– Steph Frosch, a popular gay influencer on Instagram
Aside from ignoring Pride Month altogether, the worst thing you can do is take advantage of the holiday to make it all about your brand. What is most important is that when you show support for any group that’s been marginalized, misunderstood, and discriminated against by society, you do so with an earnestness to make an impact for good on behalf of those people.
Image via eMarketer
It’s likely that you already have LGBTQ buyers as customers. While it may not be appropriate to single them out without their permission, you should certainly raise your own awareness for those customers and adjust your message and branding accordingly. If you’re unsure about how to raise awareness and honor LGBTQ customers, a great place to start is by partnering with creators who openly identify as lesbian, gay, transgender, bisexual, or queer on social media.
LGBTQ influencers are passionate about equality, diversity, inclusion, creativity, and self-expression. Many don’t just show support for their own community, but they will also stand in solidarity with other movements like Black Lives Matter, AAPI, and healthy perceptions on body image. Many also support brands that promote environmental sustainability and inclusive education (such as pronoun identities, minority-focused history, scientific discovery, and more). You can find LGBTQ influencers across every industry, but among the most popular are:
@taylorxmichele Almost 27 now. What a beautiful journey #lgbtq #pride #pride2021 #bisexual #lesbian #queer #MACscaraface #lgbtqia #sanfrancisco #california #over25 ♬ 1950 – King Princess
Pride Month is an opportunity for members of your audience to see you actively show support for members of the LGBTQ community. By collaborating with LGBTQ influencers, you will not only promote those voices, but you will also benefit from building relationships with those on the front lines of civil rights activism. Not sure how to find the perfect influencers for your brand? Discover your ideal influencers in just a few clicks with GRIN.
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