Representation of rainbow families in marketing
Marketing is an incredibly powerful tool that can shape the way we view the world around us. It not only influences our purchasing decisions, but our beliefs and values. The way we choose to represent families within marketing is no exception.
Rainbow families, or families with LGBTQIA+ individuals, have traditionally been underrepresented in marketing. But the good news is, this is changing. More and more brands are recognising the importance of inclusivity and are making an effort to represent a wider range of family structures in their marketing efforts.
But why is it so important to represent rainbow families in marketing?
To reflect the diversity of families in the real world. LGBTQIA+ people make up a significant portion of the population: at least 9%! By including LGBT+ people in marketing, we can help to ensure that more families feel represented and seen.
To challenge negative stereotypes about LGBTQIA+ people. Marketing is powerful. By including LGBTQIA+ people in marketing through positive and realistic ways, we can help to challenge harmful stereotypes and promote a more accurate view of them.
To reach a wider audience. The LGBTQIA+ community is a growing market and they are more likely to spend money with brands that they feel represent them. In fact,71% of LGBTQIA+ consumers and 82% of allies said that they are more likely to recommend a brand to their friends and family if they feel that the brand is inclusive of LGBQTIA+ people.
So how do we go about representing rainbow families in marketing?
One approach is to learn by example. We’ve compiled a list of five ads that include LGBTQIA+ representation in families. These ads show a range of different family structures and demonstrate how brands can represent rainbow families in a positive and inclusive way.
In the ad two women are driving to the hospital to have a baby when they run out of fuel, only to have their car prepared for the journey by a pit stop team.
The ad doesn’t highlight this in any way! They could’ve been substituted for any other parents driving to the hospital to have a baby. It just happened to be a queer couple.
LGBTQIA+ individuals don’t have to be targeted specifically. When they’re included in marketing efforts without attention being raised, it shows that they’re an equal part of your target audience that are just always included.
This ad is based on the premise of what makes families different and how McCain will be there regardless. It naturally includes people of a wide variety of backgrounds and lifestyles. So, the family featuring two dads are naturally slotted in without any fuss raised!
Not only is this another example of subtle inclusion, but it makes sense! McCain’s is a brand focused on feeding families. But it doesn’t just focus on the usual families that are shown in marketing, but includes a wide variety of real family dynamics.
Wells Fargo Learning Sign Language commercial.
Here we follow two women. Both are learning sign language and as the ad goes on, it shows them together. The end reveals that they are adopting a deaf child.
Another very subtle ad, that doesn’t highlight the inclusion of LGBTQIA+ families. Instead, the forefront of the attention is to the disability representation! Something we also don’t see enough of.
Since more than 1 in 6 of all UK adoptions are to same sex couples, why not include them in your marketing adopt them? It just makes sense!
In this ad an older man practices how to apply makeup in secret, getting better and better. At the end of the ad it’s revealed that he had been practising to apply makeup to his trans granddaughter.
This ad shows a family across generations, all supporting a young trans woman. It’s a touching ad that moved so many people. This celebration of trans identity is such a strong theme for an ad including family and we’d love to see more of it.
First Shave, The story of Samson by Gilette.
This ad focuses is centred around the premise of a man teaching his trans son how to shave.
Learning to shave can feel like a rite of passage when growing up. Most men experience their first shave at some point. It’s an experience that many will relate to and so it serves a wide range of their target audience.
Not only does it have rare transgender representation, but it also has layers of intersectionality. It features and older Black man and a Black trans man, two types of people we don’t see in the media often enough!
This is a great ad for genuine representation of trans individuals with their families.
At Arima Company, we understand that figuring out who to represent and how to do it in your marketing isn’t always straightforward. That’s why we offer a range of services to support and guide you on your inclusive marketing journey, however far along you are.
Let us help you make your marketing materials more diverse and inclusive. We believe in the power of representation and we want to help you make a positive impact with your marketing efforts.
With a range of services, we’re able to tailor ourselves to support your needs best. You can learn about our services here.
