Why Brands Should Embrace LGBT Causes

While the UK’s advertising and creative industry is in Cannes, London came alive for the annual LGBT Pride in London Festival recently.

Pride in London is now the third annual largest event for the city. Attracting the attention of major brand sponsorship – such as Barclays and Starbucks – this is an important event in the calendar for a marketing executive’s strategy.


Image: Starbucks was one of Pride in London’s sponsors, handing out free coffees to the best dressed participants

It’s particularly important for brands to be engaging with the LGBT community, not just because of the sizeable spending power, but to provide visibility of a group of people that have previously gone unrecognised and give them a voice.

It is worth remembering that one of the biggest changes in Western society is the rise of equal marriage status. This change is providing a great opportunity for brands to engage people around the theme of equality and love, and putting people and emotion at the heart of a campaign.

The advertising industry is understanding its role and responsibility in the fight for equality. Recently in Cannes the Human Right’s Campaign Equal Love flag was flying outside the Palais. The Burger King ‘Proud Whopper’ LGBT campaign, from Ogilvy-owned David The Agency, scooped up two Gold Cannes Lion wins.

The industry is moving in the right direction, and it is encouraging to see what the future will bring – perhaps one day there will even be a Rainbow Lion Award!

There is lots that the creative industry can take out of Pride in London. The empowerment and creative freedom of many of the people marching through the city can provide much inspiration. Moreover, there is something very human about the Pride movement and tapping into this emotion can be very powerful.

I’m drawn to a David Ogilvy quote as to why Pride is important: “Because at the end of the day it’s only the people who matter. Nothing else.”

First Appeared on brandrepublic.

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