Not a Seasonal Cash Grab: Brand Lessons on Engaging With Diverse Creators

Recent high-profile LGBTQ+ partnership failures expose the gaps in strategy and communications

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As creators become a central part of humanizing a brand, it is even more important for companies to get clear about what they actually stand for, and what they stand against.

The recent high-profile LGBTQ+ partnership failures by Bud Light, Target and the Los Angeles Dodgers should remind all brands that they must be willing to stand by the marginalized communities they hope to acquire and retain as customers.

With more than 650 pieces of legislation threatening LGBTQ+ communities pending across the United States, it is vital that brands understand the complexities of working with LGBTQ+ creators—and be willing to alienate those who stand against them.



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