Supporting LGBTQ+ communities is not that hard.
The key is developing a deeper understanding of the LGBTQ+ community and where your businesses can add meaningful support all year round, rather than engaging in performative seasonal allyship.
But it doesn’t mean you have to put your brand at risk. There is a simple business reason for supporting LGBTQ+: they represent $2.4 trillion in household spend. It make business sense, in addition to ANA's recommended goal of spending 6.5% of ad budgets on diverse-owned media by 2025. Yet, “business as usual” means we do not access this demographic and potential consumer spend for three reasons:
Unintentionally, blocklists and implementation of Brand Safety and Brand Suitability settings such as GARM which has a social issues setting will result in blocking 95% of LGBTQ+ media if the settings are set too high.
In 2024, hate groups are still thriving, and they will offer both online harassment, as well as physical threat of violence in brick-and-mortar stores.
There is a difference between LGBTQ+ content and LGBTQ+ owned publishers that is poorly understood, because not all LGBTQ+ owned publishers are talking about LGBTQ+ content all the time… they also talk about other topics too.
At Group LGBTQ+, our focus is not on turning your brand into an overt ally and target for hate groups. Some brands might want to be a public ally, as a part of their brand, we don’t think that’s always necessary for the purpose of our mission. Our mission is to support 12m+ LGBTQ+ owned publishers reach financial survival, and to scale the solution, we seek support from every brand.
Work with us on finding brand safe solutions that still allow your brand to support LGBTQ+ communities.
