Beyond Rainbow Washing: Brands Working with 2SLGBTQ+ Creators

Pride Month offers a vibrant reminder of the importance of 2SLGBTQ+ visibility and inclusion. However, as brands and agencies, it’s our responsibility to move beyond performative gestures and embrace genuine, year-round support of 2SLGBTQ+ creators. Our recent panel, “Beyond Rainbow Washing,” delved into the how, highlighting essential strategies for meaningful and effective collaborations.

Key Takeaways

1. Year-Round Representation Matters

While Pride campaigns hold power, limiting your partnerships with 2SLGBTQ+ creators to a single month is a missed opportunity. By consistently integrating their voices, you showcase your brand’s ongoing commitment to inclusivity and build stronger, more authentic relationships with the 2SLGBTQ+ community.

2. Joy Over Trauma: Uplifting Diverse Stories

The 2SLGBTQ+ experience encompasses a wide spectrum of emotions and experiences. While it’s vital to acknowledge the struggles faced by the community, it’s equally important to avoid reducing its members solely to their trauma. Collaborations should amplify queer joy, creativity, resilience, and the full range of lived experiences. Highlight the everyday moments, the triumphs, and the vibrant aspects of 2SLGBTQ+ life.

3. The Power of Planning: Avoiding Tokenization

Rushed Pride campaigns can easily fall into the trap of tokenization – simply checking a box rather than fostering genuine connections. Planning ahead allows for thoughtful outreach, collaborative partnerships, and the time needed to produce content that aligns with both brand values and the creator’s voice. Give 2SLGBTQ+ creators ample time to craft authentic campaigns that resonate with their unique audiences.

4. True Collaboration: Creators as Partners

Don’t assume you know what’s best when addressing 2SLGBTQ+ audiences. A vital aspect of authentic collaboration is involving these creators from the start. Include queer voices on your marketing teams to ensure cultural sensitivity and appropriate representation. Invite feedback during the briefing process to avoid perpetuating harmful stereotypes or misrepresentations.

5. The Value of the 2SLGBTQ+ Market

Beyond fostering genuine inclusion, working with 2SLGBTQ+ creators holds significant business value. Studies show that the 2SLGBTQ+ community boasts considerable spending power and prioritizes supporting brands that align with their values. By authentically engaging this audience, your brand builds brand loyalty and taps into a powerful and influential market segment.

6. Safety and Support: Standing with Your Creators

Unfortunately, online hate and harassment are realities that 2SLGBTQ+ creators may face, especially when involved in visible campaigns. Before launching a collaboration, have a plan in place for how you will support your chosen influencers if they experience negativity. Be prepared to publicly stand with them, condemn hate speech, and take action to protect their well-being. Demonstrating allyship in these moments is essential, not optional.

Platform Champions of Authentic Representation

As an influencer talent agency, we believe in the power of diverse voices and authentic storytelling. We’re committed to facilitating collaborations that go beyond tokenism and surface campaigns with genuine impact. Our roster of talented 2SLGBTQ+ creators brings unique perspectives, cultural understanding, and engaged communities across all sectors.

Let’s Move Forward, Together

How will your brand implement these strategies? Consider these action steps:

• Audit your content: Evaluate the frequency of 2SLGBTQ+ representation in your marketing, beyond Pride month.
• Inclusive teams: Ensure queer voices are present on your planning and strategy teams.
• Plan ahead: Build a year-round content calendar featuring 2SLGBTQ+ creators.
• Compensation and consultation: Fairly compensate creators for their time, expertise, and lived experiences.

Let’s strive for a marketing landscape where authenticity, respect, and safety are paramount. Contact us to explore how our diverse roster of 2SLGBTQ+ creators can elevate your brand’s messaging and connect with engaged audiences.

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