Going Beyond Pride Month: Why Brands Need Year-Round Strategies for LGBTQ+ Consumers
Queer people are a vibrant part of the US landscape, with nearly one in 10 Americans identifying as LGBTQ+. This percentage has nearly doubled since 2020 and likely does not represent the true number of LGBTQ+ individuals in this country, some of whom may not feel ready to publicly identify with the community.
And if you consider the allies and family members of LGBTQ+ individuals, the community encompasses nearly 50% of American adults. Brands that stay quiet in their support of the community risk alienating these influential consumers, especially the one in two LGBTQ+ consumers who say they would stop using a product or service they deemed as non-inclusive.
Even in these turbulent times, when the DE&I climate is shifting and minority groups are under attack, it is heartening to see the number of LGBTQ+ individuals increase. This boost can be explained by the fluidity of Gen Z, who are more likely than older generations to identify as something other than heterosexual. In fact, more than one in four Gen Zers identify as LGBTQ+.
As a queer Latina, I won’t deny that I have a biased opinion. However, seeing more people confidently come into their identities and embrace who they love should be a model for all of us who seek to find the best ways to express ourselves.
Audio is a Refuge for LGBTQ+ People
LGBTQ+ people seek uplifting and understanding, not just during Pride Month. In their daily lives, they turn to audio as an essential source of empowerment. When they put in their headphones, they drown out any negativity, allowing the music to facilitate freedom. Whether it’s a ballad from GLAAD Ally Award-winning Mariah Carey or a slick flow from lesbian artist Young Miko, music gives queer listeners space to express the full spectrum of their emotions.
Similarly, podcasts provide a much-needed safe space for queer listeners to connect with a larger community and find understanding. And the landscape is diversifying with an increase in queer-hosted shows, including the dozens that are part of the SiriusXM Media Podcast Network, from Vibe Check to Bad Dates. There are plenty of opportunities for queer listeners to connect with hosts who share their lived experiences—offering solace and guidance.
LGBTQ+ individuals are clinging even more fiercely to their original sources of safety—their loved ones, the larger queer community and its allies, and of course, audio. When some seek to erase our identities yet again, audio is the space where we celebrate our queerness and uplift each other.
SiriusXM Media is a Steadfast Supporter of Queer Audio
At SiriusXM Media, we work closely with our brand partners to ensure that when they engage with our queer listeners, they do so thoughtfully and authentically. We know just how powerful audio is, and we want to help our partners tap into this power and loyalty from our queer listeners through intentional campaigns that resonate with this demographic.
From offering host-reads, to sponsored stations, to more custom partnerships, we help our brand partners connect with their target audience, all while supporting queer talent. For example, in a past campaign, our show Vibe Check partnered with a beauty retailer for a limited mini-series called “Hey Sis,” where the hosts interviewed inspiring Black women creators. The result? Almost 2M total impressions. This collaboration celebrated Black-owned and -founded beauty brands, tapped into the intersectionality of the queer community, and reinforced the brand as an LGBTQ+ ally.
Beyond our work with our brand partners, SiriusXM Media is a strong supporter of LGBTQ+ creators—from our dedicated Pandora stations dedicated to queer artists to our slate of LGBTQ+ podcast hosts. And in addition to giving them a platform, we give more than 50% of brand investment from advertising partners straight to our diverse podcast creators, allowing them to continue making the content that their queer fans crave.
The LGBTQ+ Community Needs Brands’ Support Today and Every Day
As Jaymes Black, the CEO of The Trevor Project said, “LGBTQ+ people have always been here, and we will continue to be here, no matter what laws or policies attempt to erase us.”
A majority of LGBTQ+ adults now see more acceptance for gay, lesbian, bisexual, trans, and non-binary people compared to a decade ago. However, nearly half say that more companies and organizations expressing support for LGBTQ+ people would help increase acceptance.
Brands play a critical role in this path to increased acceptance and safety. LGBTQ+ adults and allies are looking to brands to be their defenders, and those who don’t meet the challenge will lose customers. For every consumer supporting brands that back down from LGBTQ+ advertising, there are 1.8 consumers who would withdraw support from brands that acquiesce to anti-LGBTQ+ attacks.
Brands who stand up for the community, during Pride Month but especially year-round, will ring even louder with LGBTQ+ audiences. The reverberations will extend further, leading to more positive sentiment from the larger non-LGBTQ+ community. If you’re looking to tap into the power of audio to connect with the community and show your support, our Fluency team is your guide. Reach out today to get started.