TheyConnect recently conducted a pilot survey of the current marketing landscape in Australia as it pertains to inclusive marketing. As a new LGBTQIA+ inclusive marketing consultancy, we provided respondents with the definition of an inclusive marketing consulting as “helping brands authentically connect with LGBTQIA+ consumers without feeling awkward or tokenistic”
We surveyed a diverse range of professionals within the advertising, communications, and marketing industry, including Media Advisors, Marketing Managers, Web Developers, and more. We didn’t ask identifying questions about people’s gender or sexuality, but 13% of respondents self-identified as LGBTQIA+ in their answers. We had a total of 23 responses.
The survey uncovered several insights, which we have separated out into four themes. 1) engagement and awareness, 2) barriers and challenges, 3) quality and effectiveness of services and 4) opportunities and potential solutions
An overwhelming majority (95.7%) of respondents reported no engagement with LGBTQIA+ inclusive marketing strategists in the past 12 months. This is attributed to a gap in awareness and accessibility of specialised marketing services catering to LGBTQIA+ communities within the industry (see “Barriers and Challenges”).
Despite limited engagement, 77.3% of respondents expressed interest in future collaborations with LGBTQIA+ marketing specialists. This indicates a latent demand for inclusive marketing solutions and a willingness to explore opportunities for collaboration and partnership.
We also noticed there was a prevalent reliance on tokenistic representation within marketing teams. Many respondents said they weren’t interested in working with inclusive marketing strategists because they are relying almost solely on queer people within the team to be responsible for representation. This is concerning as these LGBTQIA+ employees are being asked to be the “token queer person in the room”, a voice for all LGBTQIA+ communities on the campaign without any verified levels of intercultural competence, in addition to doing their regular day job.
As one respondent said “Often companies rely on the lived experience of employees without giving them additional compensation for their effort.”
Reasons marketers haven’t engaged with LGBTQIA+ inclusive marketing strategists include lack of awareness (59.1%), not being a priority (31.8%), and budget constraints (4.5%). These barriers underscore the need for increased visibility, education, and accessibility of inclusive marketing services within the industry.
Key drivers of engaging inclusive marketing services include client demand, internal initiatives, and the need for authentic representation and inclusivity in marketing campaigns. Understanding these drivers can inform strategies for outreach and engagement with potential clients and stakeholders.
A significant proportion (59.1%) of respondents expressed dissatisfaction with current inclusive marketing services. This highlights potential gaps in existing offerings and the need for improved quality, transparency, and effectiveness in inclusive marketing services.
As one respondent said “there were times it felt tokenistic or only targeting a segment of the community, and didn’t address intersectionality.”
Suggestions for improvement include increased transparency, education, and accessibility of inclusive marketing services, as well as the need for empirical data and tangible outcomes. Addressing these suggestions can enhance the effectiveness and impact of inclusive marketing initiatives within the industry.
A majority (73.9%) of respondents expressed interest in access to a list of LGBTQIA+ service providers. This underscores the value of curated networks and partnerships in facilitating access to specialised services and expertise within the industry. This is why TheyConnect have launched the QueerPeers Network, a diverse network of LGBTQIA+ talent and service providers to ensure authentic representation across marketing campaigns.
It is evident that the landscape of inclusive marketing within the Australian advertising, communications, and marketing industry is both nuanced and complex. Through the lens of engagement, barriers, quality, and opportunities, we have gleaned invaluable insights into the current state of affairs and the path forward.
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Navigating the complexities of inclusive marketing for LGBTQIA+ audiences can sometimes feel overwhelming, awkward, or worse, tokenistic.