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How brands can meaningfully engage with a queer customer base (beyond a well-placed rainbow).
This week, we look at how brands can collaborate authentically with Mardi Gras to serve the LGBTQIA+ community, rather than exploit them.
Alan Nowak
Creative
Ethics and social conscience
5 minute read
For me, Mardi Gras is one of the most exciting times of year. Beyond the glitter and glamour, it gives me a sense of energy knowing that the LGBTQIA+ and wider community are uniting to celebrate the common goals of acceptance, equality and love. A powerful message shared and broadcasted to the world. And one that more brands are trying to hitch their floats to with varying degrees of success.
In short
- Brands have increasingly seen Mardi Gras as an opportunity for commercial gain.
- Some Mardi Gras campaigns risk devaluing the ongoing struggle of the LGBTQIA+ community.
- The key to successful Mardi Gras campaigns is Authenticity.
The march from minority into the mainstream
Looking back, it might seem shocking to think that homosexuality was considered a crime in Australia up until 1997, when Tasmania finally joined the rest of the country in abolishing the law.1 But despite progress in gaining legal rights and recognition for the LGBTQIA+ community, it can still take years to see acceptance reflected in a wider cultural context.
In 1994, 16 years after it started, Mardi Gras was still considered an advertising risk for brands who saw it more as a chance to lose customers that weren’t affiliated with the cause, rather than win new ones who were increasingly empowered and well-monied. An example of this is Cadbury who withdrew its sponsorship of Channel Nine's Hey Hey It's Saturday because of announcements that the station would live broadcast to the parade.2
At the time, members of the gay and lesbian community were equally hesitant to embrace big brands who they feared may have alternative intentions that could sidetrack the purpose of Mardi Gras. In 1994, lipstick company Poppy Industries, led by a non-queer founder, faced major backlash when it was announced that they would be a major sponsor for the event.2
So where was the tipping point between the Mardi Gras that fiercely yet fashionably echoed its origins as a protest for equal rights, and the heavily commercialised celebration of progress we know it as today?
In 1994, 16 years after it started, Mardi Gras was still considered an advertising risk for brands who saw it more as a chance to lose customers that weren’t affiliated with the cause, rather than win new ones who were increasingly empowered and well-monied. An example of this is Cadbury who withdrew its sponsorship of Channel Nine's Hey Hey It's Saturday because of announcements that the station would live broadcast to the parade.2
At the time, members of the gay and lesbian community were equally hesitant to embrace big brands who they feared may have alternative intentions that could sidetrack the purpose of Mardi Gras. In 1994, lipstick company Poppy Industries, led by a non-queer founder, faced major backlash when it was announced that they would be a major sponsor for the event.2
So where was the tipping point between the Mardi Gras that fiercely yet fashionably echoed its origins as a protest for equal rights, and the heavily commercialised celebration of progress we know it as today?
A landmark decision for marriage equality
The outcome of the 2017 postal survey determining whether gay and lesbian Australians could legally wed represented a triumph for many:
On a personal level it meant more people could fully, and equally, live their truths.
On a consumer level the passing of the Act, which had controversially been decided by popular vote, indicated a trend away from previous generations’ hesitancy to publicly support the queer community.
On a business level it provided a green light to brands who’d wanted to capitalise on the exposure of events like Mardi Gras and the LGBT community’s 73 billion dollars of annual spend power, but were unsure of the reputational risk vs reward.3
Even though Sydney Mardi Gras has become an ever-inclusive love-in, it still isn’t a commercial free-for-all. And you can bet that brands like Holden who tokenistically blunder into it without any recognition of its deeper meaning, will be called on it.4
On a personal level it meant more people could fully, and equally, live their truths.
On a consumer level the passing of the Act, which had controversially been decided by popular vote, indicated a trend away from previous generations’ hesitancy to publicly support the queer community.
On a business level it provided a green light to brands who’d wanted to capitalise on the exposure of events like Mardi Gras and the LGBT community’s 73 billion dollars of annual spend power, but were unsure of the reputational risk vs reward.3
Even though Sydney Mardi Gras has become an ever-inclusive love-in, it still isn’t a commercial free-for-all. And you can bet that brands like Holden who tokenistically blunder into it without any recognition of its deeper meaning, will be called on it.4
“Even though Sydney Mardi Gras has become an ever-inclusive love-in, it still isn’t a commercial free-for-all.”
How brands can avoid gate-crashing the party
While Mardi Gras campaigns are a great way to support and celebrate the LGBTQIA+ community, it’s no secret that there are commercial motivations for the brands as well, which is understandable. But simply throwing up some rainbow flags and calling it a day isn’t going to cut it. Authenticity is the key here. Without it, a campaign becomes exploitative.5
Here are four actions that brand teams should consider before chasing the pink dollar:
1. Follow through.
Embark on queer-focused activations year-round, not just once a year.
Who does it well: Each June, Adidas releases a Pride month themed shoe which drives sales and has great commercial benefit for the brand. But Adidas also has an ongoing, authentic commitment to supporting the LGBTQIA+ community by making yearly donations to the Athlete Ally, an organization dedicated to driving inclusion in sport.6
Here are four actions that brand teams should consider before chasing the pink dollar:
1. Follow through.
Embark on queer-focused activations year-round, not just once a year.
Who does it well: Each June, Adidas releases a Pride month themed shoe which drives sales and has great commercial benefit for the brand. But Adidas also has an ongoing, authentic commitment to supporting the LGBTQIA+ community by making yearly donations to the Athlete Ally, an organization dedicated to driving inclusion in sport.6
2. Genuinely commit.
Spend your brand’s budgets on LGBTQIA+ programs and causes.
Who does it well: In 2014 ANZ introduced the first GAYTMs, by decorating 10 of their Sydney ATMs with rhinestones, sequins, studs, leather, denim and fur during Mardi Gras. Then they made sure to put their money where their mouth is by donating all GAYTM operator fees to non-profit gay and lesbian charity organisation, Twenty10.7
Spend your brand’s budgets on LGBTQIA+ programs and causes.
Who does it well: In 2014 ANZ introduced the first GAYTMs, by decorating 10 of their Sydney ATMs with rhinestones, sequins, studs, leather, denim and fur during Mardi Gras. Then they made sure to put their money where their mouth is by donating all GAYTM operator fees to non-profit gay and lesbian charity organisation, Twenty10.7
3. Be transparent.
Create a clear brand mission statement and stick to it.
Who does it well: Adobe lives out its ‘Adobe for All’ vision through frequent donations to LGBTQ charities including Encircle, The Trevor Project, and San Francisco Aids Foundation.8
Create a clear brand mission statement and stick to it.
Who does it well: Adobe lives out its ‘Adobe for All’ vision through frequent donations to LGBTQ charities including Encircle, The Trevor Project, and San Francisco Aids Foundation.8
4. Share the same voice.
Speak up to impact anti-LGBTQI+ policy and legislation and address community issues.
Who does it well: Ben and Jerry’s are well known for their social justice values, speaking up about the need for marriage equality long before the 2017 Plebiscite. 9
Speak up to impact anti-LGBTQI+ policy and legislation and address community issues.
Who does it well: Ben and Jerry’s are well known for their social justice values, speaking up about the need for marriage equality long before the 2017 Plebiscite. 9
Don’t let your brand stabilise progress
The commercialisation of Mardi Gras has seen its focus shift towards a celebration of progress. While this is great, it is important to remember the original intention of the event: a fight for greater equality. With so many individuals in the LGBTQIA+ community still struggling for equality and respect, brands must be careful to not let the celebration sidetrack the fight to demand more for the individuals in the community.
on walking the walk
In 2017, Ben & Jerry’s proved itself as a genuine supporter of the LGBTQIA+ community. The company announced that it would ban customers from ordering two scoops of one flavour until same-sex marriage was legalised in Australia. Along with the announcement, they asked their customers to contact their MPs and demand change.
Written by Alan Nowak, 52 Words and editing by Adelaide Anderson, key visual by Patrick Brennan, page built by Georgie Drinnan.
References
- Ben Winsor, A definitive timeline of LGBT+ rights in Australia (12 August 2016) SBS Australia.
- Helen Pitt, Corporate Sponsors Still Ruffle Feathers at Mardi Gras Parade (2 March 2019) Sydney Morning Herald.
- Tacey Ruchter and Isabella Kwai, Gay Mardi Gras in Sydney Goes Corporate, Clashing With Activist Roots (27 February 2018) New York Times.
- Stewart Gurney, To successfully leverage the Sydney Mardi Gras authenticity is key (4 March 2021) Mumbrella.
- Andrew Hornery, Addicted to corporate dollars, Sydney's Mardi Gras is selling its soul (8 March 2020) Sydney Morning Herald.
- Shayna Murphy, 55 Brands that are Giving Back for Pride Month 2021 (27 May 2021) USA Today.
- One Equal World, Banking in Sydney Never Looked So Gay (5 March 2014) One Equal World.
- Danielle Agugliaro, 31 Companies With Impactful Initiatives to Support Their LGBTQ Employees (27 May 2021) Ripple Match.
- Ben and Jerry’s, LGBTIQ Equality (2015), Ben and Jerry’s.
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