Commercials are queerer than ever.

As gay marriage reaches a tipping point of mass acceptance south of the border, it seems like more advertisers and retailers than ever are promoting LGBT visibility in their communications and corporate strategy.

“Things have changed beyond all recognition in the last 20 years,” says Ian Johnson, founder and CEO of the international marketing firm Out Now, adding that the breakthrough of LGBT people into mainstream advertising is evidence of this.

“Even a few years ago, the thinking was that any association with gays or lesbians was nothing short of brand suicide, so why risk it? Today, brands are increasingly realizing that if they appear to be on the wrong side of the case for equality, they'll now look like (and go the way of the) dinosaurs.”

Johnson suggested many brands embrace cultural and sexual diversity to show consumers they understand society is a better and more interesting place because of it. And, luckily, the commercials are also getting better as a result.

Advertising evolution

Once relegated to vague and ambiguous innuendo, advertising featuring LGBT actors has exploded, expanding its reach beyond niche magazines to multiple platforms and “gaying-up” big name brands like Absolut Vodka, Amazon, and Microsoft.

Today, modern retailers aren't afraid to show their pride; quite the opposite: they’re coming right out. Commercials such as the most recent one from Kindle are great examples of the new gay blatancy.

But advertisers have had to get smarter and more inclusive in how they relate their message to LGBT audiences, says Mark Elderkin, CEO of the Gay Ad Network, a company currently working with the Museum of Vancouver.

“We have such diversity within the market. The stereotypes just aren’t accurate anymore,” he says. “It’s not just one type of user; it’s not single white men with high household income. The gay community is much broader and our research shows that.”

Advertisers today have also had to keep moving away from rainbows and stock images of young, fit, party-going males with their tops off,” agreed Johnson, who believes the marriage equality debate has especially challenged LGBT stereotyping about being capable (or interested in) long-term relationships and becoming parents.

“The extent to which younger LGBT people wish to marry and become parents in the future—which increases dramatically with the LGBT population that is aged 35 and under—will have huge implications for a number of industries,” he predicted.

INCLUSIVITY AT WORK

North of the border, the grown-up gay image has played itself out most markedly in the banks, specifically TD Canada Trust, who became an industry leader in corporate diversity initiatives.

Targeting their ads to LGBT media in 2007 before hitting the mainstream Canadian circuit in 2009, TD aims to position itself as the LGBT “bank of choice.” Their concerted efforts got people talking and their media strategy set them apart, even garnering recognition from Egale Canada.

“As a big bank, we have a responsibility to our communities. It’s how we make the bank human,” explained Hilary Woods, TD’s Senior Manager of Marketing and Planning. “Diversity and inclusion at TD is more than advertising; it’s what defines our success.”

Woods added that TD has supported LGBT community initiatives since 2003, began sponsoring Toronto Pride in 2005, and has since partnered with 18 festivals across North America.

“Through [this] leadership, we’ve demonstrated we’re in it for the long run,” she said, stressing that the benefit TD sees in marketing to the LGBT consumers goes beyond an attempt to tap into the so-called “pink dollar” purchasing power of the community.

But certainly money is something that marketers must consider, as the International Gay and Lesbian Chamber of Commerce and other studies suggest gay buying power in Canada is hovering around $100 billion.

Marketing is more than just words and pictures

To access this wealth, however, takes credibility, say the marketing pros.

“We see study after study that shows that gay people are brand loyal [...] and are, in general, supportive of the brands that support them,” explained Elderkin, adding that as the social tide continues to turn towards diversity and acceptance, an even bigger market and opportunity is emerging.

“[Targeting advertising] can generate more brand affinity within the gay community, certainly, but you’re also attracting more progressive, socially conscious allies of the gay community,” he said. “It’s the best of both worlds.”

So when businesses choose to sell their commitment to diversity, they are no longer simply marketing to the estimated 5 per cent of LGBT Canadians out there, but to the 34 million of us.

By marketing to the gays, brands are “making a valuable and profitable statement of intent to [those] who support their friends, family members, and colleagues...The leverage of LGBT marketing has become far greater than it was when we started,” agrees Johnson. “Smart brands understand that the personal is political and that marketing actions speak to brand values.

“It was once enough for brands to just turn up and expect the LGBT market to react favourably to their overtures. Those days are far behind us.”

Photo: pavlen/Thinkstock