Rachel Covello’s Post

As we march to Pride season, some reminders from a recent study that showed the vast majority of consumers support LGBTQ issues, LGBTQ inclusive marketing, and will walk away from brands that back down on LGBTQ marketing. - 77% of the general population are comfortable with gay and lesbian representation in ads. - 74% of the general population are comfortable with transgender representation in ads. - Seven in 10 consumers show greater motivation or neutral support brands that take LGBTQ+ marketing efforts. Its not controversial to the vast majority. - For every consumer supporting brands that back down from LGBTQ+ advertising, there are 1.8 consumers who would withdraw support from brands that acquiesce to anti-LGBTQ+ attacks. (Back down and loose) - Consumers are twice as likely to withdraw support for a brand that scales back its LGBTQ+ advertising due to criticism, with women being 40% more likely than men to withdraw their support (Loose especially with women) https://lnkd.in/eg42KqiX

Social Media Managers, this one is for you: Happy June! I love seeing people and brands supporting LGBTQ+ people publicly- especially with so much at stake, especially for our trans, non-binary, and gender non-conforming community members. If you're in charge of a brand's social media channel, your job doesn't end with the Pride post. PLEASE monitor the comments for hate speech and bigotry. You have a responsibility to the LGBTQ+ community to make your pride post a safe space. Online words have real-life consequences- and remember, Pride is a parade second, a protest first.

Although brands should always authentically support LGBTQ+ individuals, their identities, and the pivotal causes shaping their lives, this study from the US suggests a financial benefit to do so. As we've found in studies at Yonder, people do rally around brands that support social causes that are deeply important to them. It will be interesting to see which brands which become trailblazers and reap the rewards for their commitments to LGBTQ+ people #brandidentity #lgbtq #research #advertising

June is packed with celebrations, including Father’s Day and Pride Month! 🌈🎉 While there's still a way to go before LGBTQ+ families are fully normalized, these awesome LGBTQ+ Dad influencers are speeding up the process daily, fighting for positive change and equal rights. WIth Father’s Day just around the corner, dive into our blog to discover the inspiring LGBTQ+ Dads leaving their mark on our feeds. Swipe right for a sneak peek! Have a favourite we need to check out? Tag them below!👇 #FathersDay #PrideMonth #LGBTQFamilies #FatherInfluencer #dadinfluencer #influencermarketing #contentcreators #topinfluencer #influencerroundup 

Stand out as a proud LGBTQ+ business owner. Gain a competitive edge and amplify your voice with the LGBTBE certification. This comprehensive guide will navigate you through the process, from understanding the benefits to meeting eligibility criteria, but also empower you to unlock the full potential of this recognition. It shows you how to leverage LGBTBE certification to connect with a wider LGBTQ+ audience, collaborate with like-minded businesses, and attract partners who share your values. By the end, you'll be equipped with the confidence and capability to turn your commitment to your community into a strategic advantage, fostering growth and inclusivity. #lgbtqia #entrepreneurs

To members of the LBGTQ+ community, check out this article to learn more about securing your LGBTBE certification. #businessopportunity #business #lgbtq #certifications #pridemonth

There’s a mainstream notion that the coming out process for LGBTQ+ folks is a singular event, like the day we tell our parents or the day we come out on social media. The reality is that coming out is a lifelong, iterative journey that we make decisions about almost every day, whether with strangers or friends and family members. We decide to “come out”—or authentically express ourselves—each day we get up and go out into the world. We see this rich life experience play out in how our LGBTQ+ put the power of intention behind their finances. #FeeOnlyFiduciary #LGBTQFinancialPlanning #LGBTQFinancialPlanner #HolisticFinancialPlanning

Is your website LGBTQ+ inclusive? Here are four questions you should be asking yourself! 1. Am I using gender-neutral terms in my copy? An effortless approach to this is substituting some gender-specific terms with more inclusive options like "folks," "people," and "partners." 2. Am I integrating LGBTQ+ imagery seamlessly? It's crucial to feature gay or lesbian couples, transgender, and non-binary individuals on your site to highlight the diversity of people who might be exploring your content. 3. Does your newsletter sign up form really need to know if the user is a man or woman? Consider removing it altogether, or even leaving a blank space so users can share what they’re comfortable with. 4. Am I only thinking of the LGBTQ+ community during pride month? Remember that a rainbow logo won’t make your brand more inclusive, but thinking about how to make every user who visits your site feel represented year-round will! Want to talk about how we can make your website more inclusive? Let’s talk!

🌈 A number of major brands were in the limelight last year for marketing missteps related to #Pride last year. How did these very public controversies impact consumer perceptions of brand behaviors and influence this year as it relates to LGBTQ+ support? ⬆️ Far more people believe brands have an influence over LGBTQ+ rights in the US now than they did before. This rises meteorically with the LGBTQ+ audience with an increase of +62 points since May 2023. They have felt firsthand how a brand’s allyship and/or backtracking can shape conversations in business and society. Download the report for more year-over-year shifts: https://hubs.li/Q02Dczvq0

On pride month 🏳️🌈 corporate companies are known for changing their logo, and at times getting backlash for it as a simple logo change is seen as minimal effort. This year I've seen less of that, less LGBTQ+ activations on social, less LGBTQ brand + creator partnerships, a lot less of it all. Has the stigma/fear of backlash from minimal effort discouraged brands from trying to participate? Is the new pride month logo change 0 logo change now? Are brands playing it safe or scared? Growing a conscience about using pride month for a marketing ploy? Or have they not seen what they wanted from previous efforts on pride month in other years?