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2021 ANA Study on LGBTQ+ Marketing Inclusion

Article • ANA, Research on WARC, December 2021

Survey conducted by the Association of National Advertisers (ANA) of marketers, assessing portrayals of the LGBTQ+ community in advertising over the past twelve months.

Lifebuoy: Safety4All – Love, Like Safety, Does Not Discriminate

Case Study • MMA Smarties, Silver, X (Global), 2021

Lifebuoy, a soap brand, launched a campaign in Vietnam to raise awareness of the brand's portable hand sanitiser product and educate and remind people to use it throughout the day.

Omroep Zwart: Full colour television – launching an inclusivity focused broadcasting network

Case Study • Rik Boin, Elias Reinheimer, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

Omroep Zwart, an inclusive broadcasting station, launched a campaign in the Netherlands to increase registrations.

Diversity & inclusion in Indian advertising: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, November 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

Brand in action: How diversity and inclusion is not a fad for Myntra

Opinion • WARC, November 2021

Harish Narayanan, Chief Marketing Officer of Myntra, speaks to WARC about how the Indian fashion e-commerce company has been rated one of the best workplaces for women, among other laudable diversity and inclusivity efforts.

Brand in action: How Fastrack gets edgy to be inclusive

Opinion • WARC, November 2021

Fashion accessory brand Fastrack is known for its cheeky communication in India. Over the years, the brand has made sure its conversations with its audience have been relevant, relatable and contemporary. With the launch of its latest brand campaign focusing on celebrating the aptly titled “You Do You”, Fastrack’s Head of Marketing, Ajay Maurya, tells WARC how it has consistently been able to deliver the right message to youth and understand them better while being inclusive and woke.

Lacta: Act for Love

Case Study • WARC Cases, November 2021

Lacta, a chocolate brand, increased sales in Greece with a Valentine’s Day campaign featuring 28 real couples who often faced social stigma.

How Budweiser China acted ‘small’ to win big

Article • Alex Brownsell, WARC Exclusive, April 2021

Matt Che, CMO of Budweiser Brewing Co APAC, and Dolly Huang, Head of Marketing Capabilities, reflect on the use of brand purpose in the brewer’s award-winning ‘All Love is Love’ campaign.

LEGO: Everyone is Awesome

Article • WARC Cases, November 2021

Toy production company LEGO showed its support and paid tribute to LGBTQIA+ community by launching the Everyone is Awesome set.

Marriott International: The longest virtual pride parade

Case Study • SABRE Awards, LATAM, Gold, 2021

Marriott, a hospitality company, launched a campaign in the Caribbean and Latin America to establish the brand as a destination where the LGBTQ+ community feel welcomed, include Marriott in the conversation and stimulate travel as restrictions lifted.

Phool Versha & NamMyoho Daan: Count us in

Case Study • Saumya Baijal, Ekta Relan, WARC Awards for Asian Strategy, 2021

Non-profit organisations, Phool Versha and NamNyoho Daan, worked together to restore dignity and provide relief to the transgender community during COVID-19 in India.

From a name on a cup to a powerful act of recognition: How Starbucks re-ignited itself as a symbol of progress

Case Study • APG (UK), Gold, 2021

Starbucks, a chain of coffee houses, launched a campaign in the UK to raise awareness and embrace one of society's most marginalised groups – the transgender community.

Make it relevant: Diversity and inclusion in China ads

Article • Laurence Lim Dally and Nara Parhat, WARC Exclusive, September 2021

Cherry Blossoms Intercultural Branding’s Laurence Lim Dally and Nara Parhat examine the approach to DEI (diversity, equality and inclusion) issues in local and Western brands’ advertising in a homogenous country like China.

Brand responsibility: DEI representation in advertising

Article • Penny Shell, WARC Exclusive, September 2021

Amid the rise in foundational problems of discrimination and racism worldwide, OMD’s Penny Shell explains why diversity, equality and inclusion (DEI) are necessary in advertising.

Rehumanising leadership: To rebuild a world we broke (Part 2)

Article • Jenn Chin and Caroline Wang, WARC Exclusive, September 2021

Jenn Chin and Caroline Wang explain why rehumanising leadership is vital for our survival and list the steps, principles and frameworks necessary to achieve this.

How conscious media investment supports diversity and inclusion

Article • Jerry Daykin, Isabel Massey and Pia Oberoi, WARC Webinars, September 2021

To coincide with this September's WARC Guide to Conscious Media Investment, this webinar looks at how conscious media investment supports diversity and inclusion.

Considerations for conducting sensitive research with the LGBTQIA+ communities

Research Paper • Clifford Lewis and Nina Reynolds, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 544-551

As LGBTQIA+ people in western societies get more comfortable publicly identifying as part of the LGBTQIA+ communities, research projects are increasingly collecting data related to such orientations.

Trans Lifeline: We see us

Case Study • Jay Chiat Awards, Gold, Connection Strategy, 2021

Trans Lifeline, a support hotline for transgender people, raised awareness and funds for the hotline with its campaign #WeSeeUs in the US.

Hate speech online has real-world consequences

Opinion • Hilary Watson, September 2021

Negative online experiences can have just as great an impact as the abuse and discrimination people experience offline, says Hilary Watson, the Policy and Campaigns Manager at Glitch, an award-winning UK charity that is working to end online abuse – particularly against women and marginalised people.

How becoming more diverse, inclusive and responsible is helping The Sun remain relevant

Article • Dominic Carter and Shelley Bishton, WARC Exclusive, September 2021

The Sun, part of News UK, is becoming a more diverse and inclusive newsbrand, as the media organisation drives to become more representative of the UK’s population, ensuring it is relevant to today’s advertisers and consumers.

An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Research Paper • Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 276-288

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.

Planning for inclusion: A media case for conscious advertising

Article • Christopher Kenna, Chris Ladd, Francesca Leronni, Martin Radford, WARC Exclusive, September 2021

Brand Advance and Ebiquity is helping responsible advertisers like Nationwide and GSK find diverse audiences.

Tesco: A commitment to serve all of Britain's shoppers

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Tesco, a supermarket brand, improved its reputation by deepening its connection with different communities in the UK.

Purpose incorporated: A comparative review of the Asia Pacific region

Article • WARC Exclusive, August 2021

This companion report is a part of WARC’s special series on sustainability, social impact, diversity, equality and inclusion (DEI) issues in Asia Pacific.

Airbnb: Gay chorus deep south

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

Airbnb, a vacation rental company, increased awareness of discriminatory laws in the US by partnering with San Francisco's Gay Men's Chorus to launch a documentary film that followed their tour of some of the most discriminatory states in the country.

Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.
What we know about LGBT audiences

Article • WARC Best Practice, July 2021

Explores current thoughts and writing on LGBT audiences, including the importance of audience understanding and authentic commitment to supporting the community.
Diversity and representation: Guide to potential areas for bias in the creative process

Article • WARC Best Practice, March 2021

The World Federation of Advertisers have launched a new report: Diversity & Representation: Guide to potential areas for bias in the creative process – marketers will find the following.
How to market effectively to LGBT audiences

Article • Jenn T. Grace, WARC Best Practice, June 2016

This article explains the factors and considerations for marketers when speaking to an LGBT audience in the United States, including facts and figures around the community and why brands should pay attention.
Purpose incorporated: A comparative review of the Asia Pacific region

Article • WARC Exclusive, August 2021

This companion report is a part of WARC’s special series on sustainability, social impact, diversity, equality and inclusion (DEI) issues in Asia Pacific.