The American Civil Liberties Union is tracking a record number of bills—491 and rising—in states across the U.S. that attack LGBTQ+ rights. These proposals attempt to make members of the LGBTQ+ community, especially transgender youth, second-class citizens—targeting their self-identification, civil rights, freedom of speech and expression, as well as access to health care, public accommodations, education and other basic liberties.
The good news? Exposure and visibility into a community can help alleviate all of the above. By shining a light on the positivity, love and normalcy of the LGBTQ+ community, the marketing industry can enlighten and engage with those who are either ill-informed or misguided.
Besides, marketers shouldn’t claim to stand for all consumers and not put those words into action.
Three challenges marketers identify in attempting to be more LGBTQ+-inclusive are fear of getting it wrong, budget limitations and pushback from consumers, according to the ANA. But if those concerns can be dispelled for the greater good, we should be able to collectively move beyond them.
Concern No. 1: Getting it wrong
Nothing comes off worse than a feigned attempt at sincerity, which consumers can sniff out like hogs on a truffle hunt. So, it’s understandable that marketers trying to “do good” can be hesitant to try anything at all.