Gay Times has been a fixture of LGBTQ+ media for nearly four decades now. More than enough time for multiple generations of queer readers to have had direct experience with the brand. It’s something its CEO Tag Warner says has been gratifying to see first-hand in its pop-up store, which it opened on Regent Street during Pride, as older members of families watch their younger relatives engage with the brand for the first time.
After high-profile pushback against brands platforming LGBTQ+ causes and people, many may be ‘apprehensive’ about continuing their vocal support. There are material gains for both parties to be made, however, through continued support.
Brands need to ensure they appeal to the LGBTQ+ community all year round – not just during Pride – to add real value, build authenticity and avoid backlash.
Channel 4 hopes brands will tackle the problem that 60% of people believe the LGBT+ community is shown in a negative way in advertising, often supporting “tokenistic roles” and rarely feature bisexual, gender fluid and transgender people.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From unpicking what purpose means to P&G’s quest for “product superiority”, it’s been a busy week. Here is my take.
Marketing departments are acting now to meet growing privacy expectations, with a focus on internal organisational improvements.
The dog food brand has won the top prize from Sky’s Zero Footprint ad fund, now in its third year.
Brands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.