4 Steps to Authentically Engage the LGBTQ+ Community

Celebrating LGBTQ+ Consumers during Pride Month and Beyond

Is your brand finding ways to authentically engage and support the LGBTQ+ community during Pride month and beyond? LGBTQ+ consumers represent nearly 34 million American adults, and with societal acceptance on the rise, there’s a noticeable increase in people embracing their LGBTQ+ identities, especially among younger generations. The community also has money to spend, with an estimated purchasing power of $1 trillion.

Throughout the year and in celebration of Pride Month, the world’s leading brands turn to Collage Group to learn how to build trust with the LGBTQ+ consumer segment. The inherent diversity within the community presents a unique opportunity for businesses to forge connections through authentic and inclusive marketing campaigns.

While many companies are actively engaging in meaningful dialogue and events to celebrate and commemorate Pride Month, it’s not as simple as adding a rainbow to a logo for the month. To support brand leaders as they celebrate Pride and engage the LGBTQ+ community year round, we hosted a virtual fireside chat with our member brand Paramount to dive deeper into authentic brand engagements.

Alexander (Alex) Cammy, Manager of Audience Impact & Intelligence at Paramount joined me to discuss a variety of topics, including the evolution of the consumer landscape, effective steps taken by brands to authentically resonate with LGBTQ+ Consumers,, and personal stories from both of our own careers.

Here are 4 steps brands can take to support the LGBTQ+ community discussed in our fireside conversation:

1. Understand Growing LGBTQ+ Demographics: The LGBTQ+ community represents a significant portion of the American population, with estimates ranging from 7.6% to 13.3% of adults, including 25% of Gen Z identifying as LGBTQ+. The LGBTQ+ community is expected to continue to grow in size and in influence and will only continue to diversify.

2. Inspire Year-Round LGBTQ+ Engagement: Authentic brands have a 360-degree commitment to the community–this includes involving the community in decision-making processes and supporting their rights. Brands are encouraged to engage with the LGBTQ+ community beyond only Pride Month, offering year-round support.

3. Move Beyond Surface-Level Advocacy: LGBTQ+ consumers also want brands to educate the general population about the LGBTQ+ community, its history, and the challenges the segment faces. The LGBTQ+ community is watching brands closely; corporate actions that go against the community’s key tenets can cause marketing efforts to fail.

4. Create Authentic Workplace Culture: In addition to authenticity in marketing activations and campaigns, representation in the workplace is key, as LGBTQ+ consumers seek to bring their lived experiences to the workforce. Empathy and openness in leadership and internal company practices are emphasized for well-rounded and inclusive brands.

Contact us to learn more about how embracing consumer culture is a key component of brand growth.

We look forward to partnering with you and continuing our contributions to authentic brand engagements that elevate diverse consumer voices during Pride Month and beyond.