It’s LGBT Pride Month – How Can This Important Movement Affect Your Brand?
In celebration of Lesbian, Gay, Bisexual and Transgender (LGBT) Pride Month, 1SEO.com Digital Agency is proud to show their support for the community through our VP and COO’s involvement in another exciting Lesbians Who Tech (and Friends) Philadelphia Happy Hour this July 9, from 5pm to 7 pm. Taking place at one of our clients’ locations, the City Tap House in Philly, the second gathering of local lesbians who have a love for all things tech is sure to be a success.
The Lesbians Who Tech organization hosts a community of over 9,000 women in 22 cities, including 4 international cities. The Philadelphia Chapter, whose City Director is CJ Bachman (our own VP of Operations), aims to hold events every other month in order to encourage attendance for the annual Tech & Innovation Summit that will be held in New York City from October 1-4, as well as to create a network of like-minded women who can learn from one another, and lean on one another. The chapter’s first event, which took place in May, had a diverse group of successful and innovative women in attendance. Of the almost two dozen attendees, CJ said a handful “are going to be attending the summit and everyone there was interested in making sure we had another local event set up.” We know that we’ll always be there to lend our support, and hope you can be too!
As a leading digital marketing agency, 1SEO.com Digital Agency pays attention to marketing trends and how they affect brands. With Pride Month upon us, we thought that we would take a moment to look at how advertising in this arena has impacted brands and the consumers they are reaching. To show their support during this important month, many companies have been releasing ads that focus on diversity and equality for the LGBT community, which can, unfortunately, be a very complicated situation. While they want to support the causes that matter to them, companies that take a stance are then held accountable for it. No longer is it enough to produce high quality products and to provide exceptional customer service, companies are being rewarded, or punished, for their political and social stances.
Brands like Heineken, Target, Oreo, Lucky Charms and even Google have been releasing ads that undoubtedly declare their support for the LGBT movement, and it’s been getting them a lot of great press. While a 2014 Google Consumer Survey shows that 45% of consumers under the age of 34 are more likely to do repeat business with a company that is LGBT-friendly, they are not more likely to do business with that company strictly because they produced an ad focused on equality. What that means is that being vocal about your political or social stance can be marketing in itself, without having to actually produce an advertisement. Adweek even created an amazing infographic supporting that belief that shows that embracing the LGBT movement can be really good for business. The majority of millennials push for equality and support it, so if your brand is targeting that age group, and your stance aligns with theirs, you should make that clear. There’s still time to take a stand in one direction or another, whether you want to do it for 2015 Pride Month or just because.
While we at 1SEO.com Digital Agency are ardent supporters of equality and want everyone to feel comfortable being exactly who they are, we also know that not everyone supports that stance. Take the recent backlash over Wells Fargo and their national ad campaign featuring a same-sex couple learning sign language before meeting their adopted daughter who has a hearing impairment. Tears may have been shed over this heart-warming message over here, but many religious groups are now boycotting the bank. Fortunately, Wells Fargo is using this opportunity to not only support the movement but their stance on it – they will not be pulling the ad.
In the end, there’s an important lesson to be learned from the advertising trends of LGBT Pride Month. Your brand is an extension of who you are, and if you want to show your support for any cause, you shouldn’t be afraid to do it. Even controversial movements can bring positive support for your brand, your products and your services, and that’s the biggest goal for any marketer. Take a stance that matters to you, stay out of arenas that don’t, and be willing to stick with your choice.
You know our stance at 1SEO.com Digital Agency, and we are proud to stand behind it. If you would like to join in our support of the movement, check out the July Lesbians Who Tech (and Friends) Philadelphia Happy Hour. Tickets are available through Eventbrite and all are welcome!