Brands need to demonstrate respect and support towards the LGBTQ community through their activities

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 25, 2020, 5:38 PM UTC

PRSA conducted a webinar to celebrate LGBTQ Pride Month.

Panellists discussed the need for brands to understand and respect the LGBTQ community to gain customer trust. According to a study by GLAAD and Procter & Gamble, non-LGBTQ people who see LGBTQ people in ads are 70% more likely to support that brand.

Brands should also not limit their LGBTQ marketing campaigns only to Pride Month and should showcase support throughout the year. Speaking up selectively about only specific subjects will not solve the larger problem of discrimination against the marginalised communities.

The participants of the webinar also suggested upcoming LGBTQ professionals should find ways to connect with the other leaders in the community. Panellists further suggested these professionals should not feel pressured but should strive to create space for more LGBTQ professionals in the future. 

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