Last month, we hosted an internal conversation “Beyond Pride Month: Embracing Continuous LGBTQ+ Awareness and Inclusion,” to talk about the importance of genuine LGBTQ+ representation and ongoing celebration of queer identities.
This conversation brought together a diverse group from various generations, backgrounds, and roles within M Booth and MBH, offering a wide range of experiences and perspectives. Here are some of the highlights:
- Two significant forces are converging: brands are hesitant because of conservative backlash against Pride, and the LGBTQ+ community is under attack. The ACLU is currently tracking 523 anti-LGBTQ+ bills in the US. In this climate, brands showing allyship is more crucial than ever—not just in June, but year-round.
- Gen Z is “the queerest generation,” with nearly a third of Gen Z adults in the US identifying as LGBTQ+, according to a 2024 PRRI survey. Brands need to create space for LGBTQ+ stories and deliver messages that address their hopes and concerns, or risk being left behind by this increasingly influential generation.
- The goalposts for LGBTQ+ allyship have shifted in light of backlash. In more progressive periods, brands were encouraged to show concrete actions as allies, like donations or policy support. Given the significant decline in support and allyship, today just sharing a rainbow flag is a meaningful gesture to help the LGBTQ+ community feel seen and supported.
- LGBTQ+ perspectives should not be a sidebar, but instead be infused in all marketing. The issues impacting this community intersect across all demographics.
- Apply the same success benchmarks for the LGBTQ+ community as other groups: engage authentically by co-creating content and narratives with the community. Consider a Bechdel test for queer inclusion to avoid clichés. Make sure there’s more than one LGBTQ+ person in the room when decisions are made.
The conversation was hosted by M Booth’s Chroma ERG and featured: Jon Paul Buchmeyer, Chief Impact Officer, M Booth; Peter Gay, Chief Impact Officer, MBH; Kwanza Johnson, Senior Director, Creative Strategy and Planning M Booth; and Caitlin Quigley, VP Public Affairs, MBH.
