The UK’s advocacy group for LGBTQIA+ inclusion in marketing and advertising is backed by 64 of the industry’s most progressive and powerful organisations.
As Pride Month kicks off Outvertising, the UK’s advocacy group for LGBTQIA+ inclusion in marketing and advertising, has today published a statement calling on brands to stand their ground.
The statement, which has been endorsed by 64 organisations, including the World Federation of Advertisers, ISBA, Advertising Association, DMA, The Marketing Society, IAB UK, Dentsu, Grey London, Publicis Egalite, VMLY&R, Ogilvy, Stonewall, Pride in London, WPP Unite, WACL, NABS, Trans+ Adland and GLAAD, calls on brands to show true, not performative, allyship.
The organisation is calling on advertisers to continue with their Pride campaigns and recommends exercising allyship through investment and divestment. The statement includes guidance for brands on navigating the challenges of an unprecedented and coordinated backlash to Pride in 2023.
The allyship of business is essential, as government statistics for England and Wales show a 126% increase in hate crime based on sexual orientation, and a 156% increase based on Transgender identity, since 2017. The statement also includes a reassurance that corporate LGBTQIA+ allyship makes business as well as moral sense.
Inclusion is a business advantage
According to research from Portland 2 in 3 people under 60 in the UK (66%) believe it is important to fight discrimination against LGBTQ+ people. Research from Deloitte shows that more diverse and inclusive companies have higher levels of innovation and creativity, and greater brand appeal and loyalty with consumers who want socially responsible brands. While in the US a study from GLAAD revealed that if a brand publicly supports and demonstrates a commitment to expanding and protecting LGBTQ+ rights, consumers are twice as likely to buy that brand.
Outvertising’s statement comes after a string of brands in the US have buckled to pressure to withdraw or modify Pride campaigns and activations, including Bud Light and Target.
Commenting on the statement, Marty Davies (they/them), Joint-CEO of Outvertising explained: “Our community urgently needs brands to deliver on their promises of allyship. Anti-LGBTQIA+ groups want to see our community erased from the media, including in our advertising. Our industry is being tested. Advertisers need to show courage and run their Pride campaigns. Politicians have given ground. The media has given ground. We can’t afford for business to give ground, too.”
Outvertising’s statement in full
Outvertising remains resolute in continuing our pursuit to make marketing and advertising completely LGBTQIA+ inclusive. With Pride Month upon us, we invite the industry to join us in that pursuit.
Anti-LGBTQIA+ groups are relentlessly attacking brands that demonstrate allyship with our community.
As part of their efforts to halt and roll back LGBTQIA+ inclusion in society at large, these fringe groups are attempting to erase our community in the media, including in the ads people see.
The Trans+ community are weathering the brunt of this targeted campaign of hate and they must be protected. But this hate is not limited to our Trans+ friends – the whole LGBTQIA+ community are feeling the effects.
There’s no room for performative gestures or empty commitments in 2023: love is love, but money talks.
Our message this Pride Month, and every month, is clear: The LGBTQIA+ community will not be silenced, and we will not be erased.
Our community will remain visible. LGBTQIA+ people belong in ads. Trans+ people belong in ads.
How to stand your ground:
If your brand’s allyship comes under attack this Pride Month, we advise you not to waver in your resolve because of a hateful few. Your action can be made in the sound knowledge that you have the majority behind you. 2 in 3 under 60s (66%) think it’s important to fight discrimination against LGBTQ+ people.*
Stand your ground.
You can find more advice on how to confidently stand your ground in the Outvertising Guide, in The Media Guide and in the Employer Guidance on the resources section of Outvertising’s website.
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