In an era plagued by divisive culture wars, several brands have stepped up to authentically represent and support LGBTQ+ communities. Brands have recognized the importance of widening their consumer bases by championing gender expression and supporting marginalized groups in media. 

The LGBTQ+ community is a growing market that cannot be ignored. According to US census data, LGBTQ+ is the fastest-growing minority segment with nearly $1.4 Trillion in spending power. Brands that engage with the LGBTQ+ community can tap into a large and growing market while supporting social inclusion but need to do so authentically.

For example, H&M not only launched a Pride collection, but a portion of the proceeds went to LGBTQ+ organizations, which was met with record sales and support for the community they were marketing to. 

Consumers have raised their expectations for the brands they support. Younger consumers, in particular, make purchase decisions based on a company's alignment with their values and use their voices to drive change. They want to know that the companies they support share their commitment to environmental sustainability, social justice, diversity and inclusion, and ethical business practices. They expect brands to talk and walk the walk, actively participating in causes and initiatives that align with their values beyond Pride Week.

Brands that have embraced diversity as an integral part of their identity prove that representation in media goes beyond just a marketing strategy.

One example of this commitment to authentic representation is the recent launch of PrismRiot, an ad platform specifically designed to deliver relevant messaging directly to multi-minority-certified LGBTQ+ audiences and provide an inclusive space for representation in media. 

This is showcased in the “The 8th Annual Queer X Awards,” presented by Revry, the LGBTQ+ media network along with Discover and Redken. Since 2016, the Queer X Awards have been a symbol of inclusivity, applauding the achievements of those who have shaped the LGBTQ+ landscape.

Marketing through dedicated LGBTQ+ media networks like Revry can offer brands several advantages. Platforms like Revry have a focused and dedicated audience within the LGBTQ+ community. Advertising and sponsoring programming on such platforms allows brands to precisely target and reach the demographic they aim to engage with through a network that prioritizes authentic representation.

Notably, other brands like Nike and göt2b have taken a proactive role in sponsoring programming on Revry for this year’s “Pride Ball” a dance competition show that saw a record number of viewers tune in across popular platforms like Samsung TV Plus, Roku, VIZIO and more.

And announced this week, CeraVe is the title sponsor for Season Two of Drag Latina with challenges presented by Verizon for the multilingual six-episode competition that premieres on Revry and LATV on November 26th. 

“DEI is a very important part of our commitment to providing therapeutic skincare for all,” says Jasteena Gill, VP of Marketing at CeraVe. “CeraVe is proud to partner with Revry on Drag Latina Season 2 and support their mission in highlighting the diverse Latine drag community.”

These brands are setting a precedent by promoting LGBTQ+ content and celebrating diversity. In an age marked by deep divisions, it is becoming more important for brands to consider proper and safe channels for more inclusive and diverse representation that impact the intended audiences.