Beyond Pride month: 3 ways brands can continually support the LGBTQ+ community

However, despite some progress with LGBTQ+ rights here in the UK, anti-LGBTQ+ hate crimes are at an all-time high, having doubled over the last five years, and transphobic hate crimes have increased by 260%.

On top of this, during Pride month, the UK government has been debating a reform of the Equality Act that would strip protection from trans individuals against legal discrimination.

After decades of inequality, and with conversion therapy still being legal in the UK, it’s more important than ever for brands to support these marginalized groups in advertising beyond June. Here are 3 ways how.

1. Pick your partners wisely

The recent partnership between Fifa and Qatar for the World Cup 2022 shone a light on Qatar’s record with LGBTQ+ rights, as well as those of women, migrant workers, and human rights more broadly.

The World Cup was highly controversial, particularly after FIFA introduced a policy to promote the protection of human rights in 2017. Despite this, it was still one of the largest advertising opportunities in 2022, with an estimated £960m spent by sponsors, many of whom also chose to celebrate pride.

By doing research on whether or not companies and organizations have a history of funding inequality and hate, or asking open questions to potential partners about this topic, you can ensure that your partners are aligned with your values and ethics, and supporting positive societal change.

2. Stop funding hate speech

There has been a rise in hate speech on social media toward minority groups, the LGBTQ+ community included. Brands can support these communities by removing their ad spend from the places where this hate lives.

For example, investing a small percentage of your budgets into ethical platforms promoting positive social change, such as WeAre8, can be a step in the right direction. We recently tested the platform we for our client Make My Money Matter, which resulted in an 82% increase in brand awareness on the platform.

It’s a good time to move away from the mainstream. Musk’s takeover of Twitter has negatively impacted brand safety for advertisers, with the lack of moderating content resulting in advertisers being situated directly among extremely harmful content.

As co-founders of the Conscious Advertising Network, at Media Bounty we advocate that adherence to their manifestos can have a positive impact, helping to break the economic link between advertising and harmful content.

3. Double down on representation

We’ve come a long way when it comes to representation, but there’s still so much further to go.

A recent study from Channel 4 revealed that only 0.3% of TV adverts feature a transgender person. Meanwhile, British LGBTQ+ individuals were twice as likely to see themselves presented negatively in the media.

Fear of controversy and negative PR can lead many brands to shy away from promoting diversity, but this can also lead to great opportunities for brands and corporations.

In 2019, Channel 4 partnered with Nationwide Building Society, Maltesers, and McCain to broadcast a primetime ad break takeover taking a stand against online abuse. This featured Gogglebox being interrupted by real, negative comments posted in response to ads. Showcasing these absurd comments during prime-time television reached millions of viewers.

Beyond driving positive change and creating opportunities, it pays. For example, when Honey Maid received negative comments on their YouTube ad featuring a same-sex couple, they showcased them in a follow-up called ‘Love’. This was positively received and generated growth among millennial audiences, resulting in a 10x increase in searches during launch and a 7% year-on-year increase in sales during June and July.

It’s a long road, but we’re taking the right steps. All brands can join the journey, no matter how big or small. After all, advertising can shape societal narratives and influence cultural perceptions. By challenging taboos and stereotypes, and being inclusive in advertising, we can pave the way for positive social change.