Brands & Pride 2024: Serving LGBTQ+ Consumers
Reacting to 2023’s backlashes and boycotts, some brands have avoided Pride 2024 despite a clear commercial and moral imperative: globally, LGBTQ+ spending power rose by 20.5% between 2019 and 2023 (see Key Stats). But others are winning fans by digging in, surfacing hidden histories, creating sanctuaries, centring family (biological and chosen) and taking an educative role.
Leveraging Legacy: Uncovering Hidden Histories & Cultural Heritage
Comms Championing Finding Freedom in Family
Shaping Sanctuaries for LGBTQ+ Subcultures
Brand-Backed Sex (& Gender) Ed: E-Hubs & IRL Tours
Shrewd brands and cultural institutions, including Levi’s and London’s Royal Opera House (ROH), have uncovered hidden LGBTQ+ histories, redressing queer erasure by communicating the cultural legacy of queer subcultures and creatives that has either directly fuelled their work (see the ROH’s headquarters tour) or to which they sit adjacent (cowboys and denim).
Shrewd brands and cultural institutions, including Levi’s and London’s Royal Opera House (ROH), have uncovered hidden LGBTQ+ histories, redressing queer erasure by communicating the cultural legacy of queer subcultures and creatives that has either directly fuelled their work (see the ROH’s headquarters tour) or to which they sit adjacent (cowboys and denim).
Summary
Leveraging Legacy: Uncovering Hidden Histories & Cultural Heritage | Shrewd brands and cultural institutions, including Levi’s and London’s Royal Opera House (ROH), have uncovered hidden LGBTQ+ histories, redressing queer erasure by communicating the cultural legacy of queer subcultures and creatives that has either directly fuelled their work (see the ROH’s headquarters tour) or to which they sit adjacent (cowboys and denim). |
Comms Championing Finding Freedom in Family | Several major brands focused on LGBTQ+ individuals’ journeys via the lens of family. Films by American department store Macy’s foreground LGBTQ+ teens and young adults (discussing family-empowered self-expression and acceptance), while US-based cosmetics brand NYX celebrates chosen family in collaboration with the stars of reality show Avalon TV. |
Shaping Sanctuaries for LGBTQ+ Subcultures | Forward-thinking brands, including Skittles (US), are creating spaces for LGBTQ+ subcommunities to connect (in real life/IRL and online), drilling down into interest-based groups, forging safe spaces within gaming and (in the case of Unilever) championing the rights of an ultra-marginalised subcommunity: Indigiqueer people. |
Brand-Backed Sex (& Gender) Ed: E-Hubs & IRL Tours | Brands as diverse as Indian Disney subsidiary Disney Star, bookseller Barnes & Noble, children’s publisher Scholastic and dating app Grindr (all American) have created educative resources, including a multilingual glossary and real-life stories spotlighting India’s LGBTQ+ community, a book-ban-defying e-commerce hub, a sex-ed-centring road-trip party bus, and author-led queer literature Instagram posts. |
Brands & Pride 2024: Serving LGBTQ+ Consumers
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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