Kate Higgins on the power of LGBTQ+ representation—and the Subaru ad that changed everything

Ad Age is marking Pride Month 2024 with our Honoring Creative Excellence package, for which we asked members of the LGBTQ+ creative community to write about pivotal projects or turning points in their careers. (Read the introduction and all the essays here.) Today, guest editor Kate Higgins, chief growth officer at Opinionated, writes about seeing herself represented in advertising for the first time—and why brands should double down on LGBTQ+ audiences today. I’ve been out for 35 years. Crazy to think of all that has changed since then. I had a bumpy start when my first employer fired me for being a lesbian. It set me back, but eventually I found my stride, my way and ultimately into the world of advertising. I saw my first gay ad sometime in the ’90s. It was a Subaru ad that featured an everyday couple, doing everyday Subaru-type things. I don’t remember what exactly, but they were sporty and having a great time in their new car. Guess what? That couple happened to be lesbian. I don’t really have the words to describe how special it was to see “myself” represented in an ad. Decades later, I still remember this as one of the pivotal moments in my life. Thank you, Subaru, for being light years ahead of everyone else. There is such power in a brand. A brand has soul and feelings. It’s a friend and someone you can count on. It knows who loves it and why. It was made for them—or were they made for the brand? A brand can be all of these things if done right. My wife and I currently own our sixth Subaru. Is it because of that ad? Partly. Is it because they make a kick-ass, safe car? Sure. Is it because as a company they understand who loves them and why? Yes. Is it because they proudly talk to us in their communications? Absolutely. While that Subaru ad certainly played a part in putting advertising on my radar, it was creativity that 100% drew me in and kept me there. I became addicted. I love my job because I get to tell stories about brands to people who love them, or will love them, or didn’t even know they could love them. As marketers and advertisers, we have a responsibility to those brands. To drive value and affinity for them. We also have a responsibility to the larger community to tell stories of, and for, everyone, including LGBTQ+ people. I was going to close this piece by shouting out the brands beyond Subaru that are doing it right, but kept stumbling on brands like Target that have taken steps backward. Outside of the dating apps, it’s slim pickings on progress—a surefire sign that we still need to do it better. To all the brand stewards reading this, I ask you to double down on us. The haters are loud, but we are loyal. Your marketing communications don’t have to be as bold as a drag queen float if that isn’t the tone of your brand. Tap into insights from our community in even the most subtle ways. We will reward you for seeing us. We won’t let you down—just ask Subaru. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Kate Higgins on the power of LGBTQ+ representation—and the Subaru ad that changed everything

Featured Stories