Gen Z Looks For LGBTQ+ Brand Allies to Stand Tall, Not Flee

Each February since 2017, the National Hockey League has touted its "Hockey Is for Everyone" month, focusing on DEI initiatives. Anheuser-Busch InBev has claimed in its corporate diversity, equity and inclusion statement that “a future with more cheers is one where everyone belongs.” And Target touts on its website, "Being true to yourself and your community is something to celebrate, all year long." Their Pride-celebrating, diversity-embracing webpages still say that. But as Pride Month arrives, they haven't just backpedaled from those ideals this year—they’ve seemingly sprinted in the opposite direction. Earlier this year, multiple NHL teams abruptly dropped plans to wear Pride-themed jerseys during warm-ups as part of their respective Pride Night events, blaming since-debunked concerns about religious teachings and Russian anti-LGBTQ laws. AB InBev created a few Bud Light cans featuring transgender influencer Dylan Mulvaney's face to celebrate March Madness and her “day 365 of womanhood,” but responded to right-wing backlash by putting marketing executives on leave, abandoning Mulvaney entirely and offering statements about “bringing people together over a beer” while framing the brand's partnership with Mulvaney as “one can, one influencer, one post and not a campaign.” Target, meanwhile, pulled products celebrating the trans community from its stores after bigots destroyed in-store displays and threatened staff. The retail chain cited "safety" concerns for its decision. Skulking away from LGBTQ+ influencers and audiences doesn’t sit well with many young consumers. Collage Group, a culture-based consumer research organization serving more than 300 brand partners, released a survey in April noting that 55% of Gen Zers 18-22 were unhappy with the way their sexuality was portrayed in advertising. That jumped to 65% for LGBTQ+ members of that group. Though roughly 1 in 5 adults 18-22 would reward brands that challenged gender stereotypes by buying their products and services, 56% of LGBTQ+ Gen Z felt the same. “Every brand needs to be prepared to stand by their decisions,” said Eric Bloem, senior director of programs and corporate advocacy at Human Rights Campaign, which suspended AB from its Corporate Equality Index in May for the brand's reaction to the backlash. “Businesses shouldn't be shying away from opportunities to be engaged with these important market segments—the LGBTQ+ community. All of us are part of the fabric of society, and that's not going to change.” 'Actionable, measurable change' According to Gallup, 7.2% of people in the United States identify as LGBTQ+, a figure that has nearly doubled over the last decade. That percentage jumps to 11.2% for millennials (ages 26-42) and almost 20% for Gen Z (18-25). But broader, more confident identity hasn’t made life easier for the younger LGBTQ+ community. According to Collage Group, 57% of LGBTQ+ Gen Z have experienced discrimination, and 63% say that discrimination has affected their ability to find employment. As a result, another 38% said their mental health has declined over the past year. Allies within the advertising industry have noticed and are doing their best to make brands understand those audiences' needs. Rana Reeves founded his RanaVerse creative agency in 2018 and works with brands including Coach, Airbnb, Citi and Smirnoff to have direct conversations about cultural issues, find middle ground and have them support societal change both effectively and authentically. “The first thing for me that you look at is, ‘What is the actionable, measurable change for good that your work can do for that community, so that it's not performative?’” Reeves said. “Putting Dylan's face on a can on TikTok is not going to change queer homelessness, queer suicide rates or queer food insecurity.” Putting in the long-term work Even in an environment where the HRC counted more than 520 pieces of anti-LGBTQ legislation introduced at the state level since the start of 2023, Reeves noted that brands like Nike and Disney have had more success pushing back against bigotry because of their prior support of marginalized groups. Reeves said that public outcry against Maybelline for teaming with Mulvaney ended up being far less than that against AB and Bud Light largely because of Maybelline’s more committed context and more accepting consumer demographic. Katya Skogen, Collage Group’s director of cultural Insights, used Oreo’s “Proud Parent” campaign from 2020 as just one example of how brands must stand their ground and maintain support if they want to earn the trust and loyalty of LGBTQ+ consumers. Oreo's PFLAG partnership for National Coming Out Day included a spot showing a young woman bringing home her girlfriend for the first time, a #ProudParent social media campaign and a website where parents could get more information and support. More importantly, Oreo maintained its partnership with PFLAG and stuck to its message in the years that followed. “They put their money where their mouth is, and then wrapped it up in a nice, beautiful piece of marketing collateral as well,” Skogen said. “Everybody has to start somewhere, but that is something that now Oreo can continue building onto going forward.”

Diversity, Equity and Inclusion

Gen Z Looks For LGBTQ+ Brand Allies to Stand Tall, Not Buckle Under Pressure

As the NHL, Target and AB InBev stumble in their support, Gen Z consumers say they’ll reward courageous companies

Jason Notte

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Jason Notte