As Pride Month comes into full swing, inclusive marketing becomes trending. More and more businesses want to leverage the opportunity to support the LGBTQ+ community. And this happens for two reasons:
- Because it is the right thing we all must do, of course.
- But also, clients tend to be more loyal to genuinely inclusive brands.
Our data tells us that high-growth brands (defined as those with annual revenue growth of 10% or more) are more frequently establishing key performance metrics for diversity, equity, and inclusion (DEI) objectives than their lower-growth competitors.Deloitte Insights
But that comes with a caveat — “genuine” is a cornerstone. Forceful inclusion can ruin a brand’s reputation, especially in our deconstructing day and age.
2 Attempts of Inclusive Marketing That Went Grong
#1 Sneakers’ “Do something manly.”
This 2007 Super Bowl ad depicts two mechanics eating a chocolate stick from opposite sides until they accidentally kiss. Then, as they realize what they’ve done, one yells, “Do something manly.” And they proceed to commit violence against each other.
In the ad, they depict toxic masculinity and violence as the thing “men should do,” playing it for laughs. Needless to say, this ad was a huge mishap.
#2 7-Up’s “I’m not picking that up!”
In this ad, they wanted to portray a non-stereotypical Afro-American prisoner in jail, trying to fit in.
As the ad progresses, they manage to both offend the Afro-American community by implying that even well-educated back guys end up in jail, as well as making fun of jail rape. Yikes.
How to Create an Inclusive Marketing Campaign
But not everything is offensive mess-ups! Content marketing is a fantastic way to align with your customers’ values during Pride Month.
Especially in social media, content marketing lets you showcase your commitment to equality and diversity while engaging with potential customers.
Here are some tips for using content marketing in a genuine way that shows your support for the LGTBQ+ cause while still being mindful of the community:
#1 Get Informed on LGBTQ+ Issues
Before you jump into any content marketing for Pride Month, you must get educated on what the community is fighting for and how your company can be an ally. So take some time to read up, watch documentaries, and attend events about the LGBTQ+ community.
Doing so will ensure your content marketing is respectful, informed, and sincere.
#2 Choose Appropriate Visuals
Visuals are vital to any content marketing strategy but are especially pertinent during Pride Month.
To do this, incorporate the colors of the LGBTQ+ flag into brand visual elements on:
- Your digital accounts
- Your website
- Your social media content
#3 Create Inclusive Content
Content marketing during Pride Month should be mindful of the needs and experiences of the LGBTQ+ community. Focus on creating content that is respectful, educational, and empowering. It could include pieces on mental health, stories about actual members of the community, or even just posts that offer support and encouragement.
#4 Engage With the LGBTQ+ Community Online
Connecting with members of the LGBTQ+ community online is crucial. Don’t forget to reach out to members of the LGBTQ+ community online. Engage with their content, join in on conversations, and show your support. Doing so will demonstrate that you’re authentically committed to inclusion and equality.
#5 Participate in Pride Events
Consider participating in Pride events or supporting them through donations or sponsorships. This is a practical way to demonstrate your support for the community.
In addition, cheerfully sharing this information on your social media accounts can be highly effective in content marketing during Pride Month.
#6 Avoid Rainbow Washing Your Brand
Ensure you do not just use the colors for “Rainbow Washing.” Some community members have expressed dissatisfaction with companies that engage in “Rainbow Washing” or “Pride Marketing” without a genuine commitment.
Find ways to back up your ally claims with solid community support. Inclusion must concern us more than just once a year!
During Pride Month, content marketing can be a powerful way to create meaningful connections with your customers. By following these tips, you can demonstrate your support for the LGBTQ+ community without being offensive and effectively reach out to potential customers.
So get out there, be informed, and create content celebrating diversity this Pride Month. Your audience will appreciate the effort!