The UK was once one of the most LGBTQIA+ friendly countries in the world. However, an onslaught of anti-trans media rhetoric, a rise in hate crimes and a polarising political landscape has seen it rapidly fall down the ranks in The Rainbow Map. Yet, where Glaad’s LGBTQ Inclusion in Advertising & Media report shows that non-LGBTQ people who are exposed to LGBTQ media images are more likely to experience increasing levels of acceptance and comfortability towards LGBTQ people, it's clear the advertising industry can help make positive change.

Last week, Outvertising, the not-for-profit LGBTQIA+ advertising and marketing, advocacy group held Outvertising Live 2024 at Meta. The event launched at a pivotal moment in time when brands are buckling under backlash, pulling pride campaigns and failing to properly represent their LGBTQIA+ consumers.

The day was designed to inspire brands and marketers, to equip and empower them with the tools they need to make queer-friendly work that works. Below are three key learnings from Outvertising Live 2024.

Make the case with data

Poignant opening remarks from Chris Dunne, CEO at Outvertising, outlined the business benefit inclusion. Outvertising data showing that 67% of LGBTQIA+ consumers are more likely to recommend items that they see in advertising than their non LGBTQIA+ peers (49%) underlines that inclusion is essential for the bottom line as well as the benefit of wider society. Dunne also pointed to the Glaad LGBTQ Inclusion in Advertising & Media report. One of its key findings is that companies benefit from including LGBTQ people in advertisements, with the vast majority of non-LGBTQ consumers looking favourably upon companies that do so.

In the face of an unsettling media landscape of hate surrounding the LGBTQIA+ community, a session from Rodney Collins, Intelligence Co-Director at Outvertising, Andrew Tindall, Senior Vice President - Global Partnerships at System1, Thanh Catachanas, Head of Collaboration and Acquisition at JCDecaux and Russie Miessi, Strategist at Born Social used data to show that ‘queer work works’ and reinforce the importance of investment. ‘There are 7+ million LGBTQIA+ adults in the UK as well as their friends, family, allies and coworkers’, shared Collins, it is simply good business sense to be targeting this audience.

Tindall used System1 data to show that LGBTQIA-focused ads make little overall difference to effectiveness. However the data does show increased effectiveness amongst LGBTQIA+ audiences. With no impact on overall effectiveness, businesses can increase representation because it's the right thing to do, while an increase in effectiveness amongst LGBTQIA+ people proves that seeing yourself represented matters. Catachanas seconded this sentiment in the context of out-of-home (OOH) advertising. JCDecaux’s ‘Just Ask’ research sought to understand LGBTQIA+ feelings around OOH and found it to be 40% neutral, 48% positive. ‘Pride in Posters’ provides practical support for brands who want to get involved.

Representation matters

The ‘Just Ask’ research found that the out of home campaigns LGBTQIA+ people felt most connected to were the ones that showcased real but joyful everyday stories. A sentiment echoed in the Channel 4 Diversity in Advertising Award-winning campaign from T&Pm for E45 which spotlights the stories of Trans+ people and their skin care journeys following transitioning. A session with Sally Perry, Global Category Director, Skin Health at Karo Healthcare, Rachel Bowen, Division Director at Halpern, Sarina Da Costa Gomez, Creative Director at T&Pm and Sonnie Spenser, Communications Co-Director at Outvertising explored what made the campaign so successful.

As a brand that helps people feel more comfortable in their skin, E45 had a genuine and authentic right to play in the space. In creating the campaign the team spoke with trans+ people and consultants at every point in the creative process to check and adjust to most accurately reflect their experiences. Shunning stereotypes the work spotlighting trans+ joy and the campaign works to showcase a diverse range of stories. Ultimately the campaign worked so well because the north star was helping the community. Alongside the campaign the team also worked to help create more support for health care professionals and move forward the dial when it comes to research and knowledge around trans+ skincare.

While LGBTQIA+ representation is being seen more in ‘fun sectors’ like alcohol, beauty and fashion, Ade Yeo, Creative Director and DEI Consultant at Hijinks, shared that there ‘is a long way to go to achieve representation across categories’ and ‘not enough authentically touches on the intersectionality of the experience’. A session with Kerrie Braithwaite, Project Director at McCann Demand, Chloe Davies, Founder and CEO at It Takes a Village, Ade Yeo, Creative Director and DEI Consultant at Hijinks, K Bailey, Creative Director at PRIM and Russie Miessi, Strategist at Born Social, saw the group discuss the QTIPOC lived experience in advertising.

The panel shared how being the ‘only unicorn’ in the room is tiring and said greater representation is needed within the workforce to ensure its seen in the work. The emotional labour placed on DEI teams at current is unsustainable and more needs to be done to make workspaces places where people can bring their true selves. Pointing to the example of Virgin Atlantic’s See The World Differently campaign from Lucky Generals, the group shared that the line between appropriation and appreciation ‘lies in longevity’. Making long-term, sustainable investment into working with the right people and paying them well creates the right culture. “Progress over perfection, movement over moments,” says Bailey.

Be bold in the face of backlash, don’t let fear hold back progress

In an increasingly polorizing media landscape, brands are often holding back due to fear of backlash. While the Dylan Mulvaney Bud Light campaign is a masterclass in what not to do, E45 did not let fear hold them back from the opportunity to drive meaningful change.

Bowen shared that throughout the creation of the E45 ad, the team ran workshops to consider what could go wrong and how to stand behind the campaign and prep for the worst. The team brought in trans+ voices to share their experiences and shape the storytelling, but also to ensure the team fully were brought in and understood the importance of the campaign. By being ready for every possible scenario the team felt ready. The team also discussed when it was the right time to leave space and ‘let the fire burn out’. With buy in from everyone and a genuine desire to connect with trans+ people, the brand wouldn’t back down to backlash. As Bud Light proves the biggest risk lies in what happens when brands don’t stand by their values. 

In the recent Christmas ad bonanza Boots made headline with choice media outlets which might lead you to believe the brand is no more, simply because Mrs Claus was the star and ‘they/them’ pronouns were used. System1’s Andrew Tindall put the Boots backlash into perspective by showing that the spike in social mentions was made up of around 4000 social media posts; a drop in the ocean when it comes to overall audience numbers.

An inspiring closing session saw Asad Shaykh, Strategist at Grey share his story through the form of an allegory, ​​’the tiger and the jackal’. “Fear is dangerous because it erodes our potential,” says Shaykh, leaving the audience with the parting message to put fears and insecurities aside, empowering them to go out to make a real difference.

Image credit @ Bronac McNeill photography