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LGBTQ Marketing Beyond The Rainbow

By Charlotte Robinson, December 11, 2022

A new global insights study on LGBTQ marketing & its future has come to our attention. The study entitled “Beyond The Rainbow” surveyed 7,500 LGBTQ & non-LGBTQ people in the United States, United Kingdom & Canada to better understand how our LGBTQ community is addressed in the media & advertising. The study is intended to equip brands, advertisers, marketing communicators & others in the industry with actionable data & insights to help build a more inclusive future. The study published long overdue new data calling for more authentic representation of LGBTQ identities in advertising, the need for long-term support beyond Pride month & the role of queer media in culture & brand communications. Michael Houston, President of WPP in the US stated, “In a world where the LGBTQ+ community continues to face discrimination & violent attacks – both in the workplace & in life – the power that our industry has to create change should not be underestimated. As a global company of over 100,000 creative thinkers and makers, WPP has a responsibility to educate & empower our people, our clients & our allies to positively & meaningfully influence the cultural representation of the LGBTQ+ community through marketing, advertising & communications. Right now is an incredible moment & opportunity for brands around the world to use their influence to impact society for good.” WPP Unite is the LGBTQ+ community living across WPP’s network of 100,000+ people worldwide. They are focused on driving insightful & authentic representation of LGBTQ+ people within media & promoting greater inclusion of LGBTQ+ people within the work & workplaces of the marketing & communications industry. 

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