2. Introduction
Truths, Insights & Evidence
Audiences
Strategy & Tactics
Timelines
Partners
Measurements
Summary
AGENDA

3. TEAM
I use music to keep myself
awake and functioning.
Favorite song: Haunt by
Bastille
Isabel Arnold
I use music to help me
focus & for motivation.
Favorite song:
Nine in the Afternoon -
Panic! at the Disco
Chloe Dill
I use music as a form of self
expression.
Favorite song: You’re On
Your Own Kid - Taylor Swift
Grace Moffett
I use music to process my
emotions and destress.
Favorite song: Cough
Syrup - Young The Giant
Valentina Sandoval
I use music to escape
into my own world.
Favorite song: Lovesick
Girls - Blackpink
Dylan Rush

4. Your Brief, in Brief
Earn media coverage of an
authentic campaign
celebrating LGBTQ+ stories
that drives Gen Z
engagement with and trust
in Bose as a brand.

5. Become relevant in LGBTQ+
conversations & grounded in CSR
spaces
Engage in long-term authentic
support
Capture Gen Z attention while
remaining true to brand ideals
KEY CHALLENGES

6. OUR SOLUTIONS
Drive earned media
through meaningful
actions and intentional
progress
Build community
authentically via
integrated LGBTQ+
support and advocacy
Sustain initiatives that
capture Gen Z and
connect to Bose's brand
ideals
BE BOLD BE LOUD BE KNOWN

7. Bose, a pioneer of noise-canceling headphones,
continues to be a leader in consumer audio. Its legacy
has earned loyalty from more conservative
generations and gained the trust of niche professionals,
like aviators.
However, Bose needs to resonate with Gen Z
consumers and establish a connection to the LGBTQ+
community through Pride.
BRAND TRUTH

8. What do we know about how LGBTQ+ consumers
feel about their audio devices?
Rating of Agreement - I consider myself an audiophile (e.g. enthusiastic about high-fidelity sound)
0% 20% 40% 60%
12% of Bose users identify as LGBTQ+
LGBTQ+
Non LGBTQ+

9. Though Bose excels in quality products, its
competitors have set a new standard with
established sociocultural involvement and
clear values. Bose needs to boldly engage in
actionable commitments to the LGBTQ+
community.
CATEGORY TRUTH

10. MARKET
POSITION
BOSE CAPTURES
13% OF HEADPHONE
USERS & RANKS 3RD
IN USER SHARE
TOP 3
Statista Ranking: Apple, Beats, Bose, JBL,
Samsung, Sony MARKET
SHARE
2.9%

11. Bose remains in sharp competition with Beats, while Apple's user
share dominates the headphone market.
Measure of headphone use by quarter across brands,
Statista 2023
Apple Beats JBL Bose Samsung Sony
2022 - Q2 2022 - Q3 2022 - Q4 2023 - Q1
40%
30%
20%
10%
0%

12. Apple Beats JBL Bose Samsung Sony Skullcandy LG
40%
30%
20%
10%
0%
Bose, like many of its competitors, has a smaller proportion of LGBTQ+ users
than non-LGBTQ+ users, with the exception of Apple.
Measure of headphone use by LGBTQ+ identity, across brands
Statista 2023
LGBTQ+
Not
LGBTQ+

13. CULTURAL INSIGHT
Gen Z craves genuine, actionable support,
not virtue signaling that prioritizes profit
over people. Bose has the opportunity to set
a new standard through authentic support
of the LGTBQ+ community.

14. LGBTQ+ Non LGBTQ+
100%
75%
50%
25%
0%
How important are CSR initiatives
to consumer decisions?

15. HUMAN INSIGHT
I care about the quality of sound I hear,
but I want to feel like brands hear me by
showing their unwavering support for
the LGBTQ+ community.

16. Are consumers willing to spend more
on a socially responsible company?
strongly agree agree neutral disagree strongly disagree
LGBTQ+ Non LGBTQ+
40%
30%
20%
10%
0%

17. You’ve heard it all before. Someone is always in your ear telling you how to speak,
walk or dress. Telling you to calm down, asking you to be “less,” taking away your
power once again.
Yet, there’s one thing that has never told you to be less. It has shown you how to make
your voice heard. Music. Through another night of tuning it all out, music follows you. It
tells you to stand up for your values. It gives you power. It never lets you go.
It’s the euphoria of connecting your headphones after a long shift. It's the comfort of
silence when the world is unceasingly loud. It's the bright, happy moment when
someone says “Hey, I love that song!”
The world tells you to release your power, to ignore your values and push them down.
But, Bose never will. Because here, we embrace the power of being heard.
THE POWER OF BEING HEARD

18. Emphasize that Bose’s
sound quality provides
an incomparable music
experience where
consumers can embrace
who they are boldly and
express their identities
loudly, this Pride month,
and every month.
CONFIDENCE
Illustrate that Bose knows
sound is power, and
there’s power in being
heard. This power comes
from the freedom music
provides for you to
explore who you are
without fear or judgment,
escape reality, and tune
out the noise.
LIBERATION
Position Bose as a
brand that is actively
cultivating spaces for
members of the
LGBTQ+ community to
come together as one
through music.
COMMUNITY
THE POWER OF BEING HEARD

19. Your Audiences: Jon, 23, Project Manager,
The Focused, Hardworking, Achiever
Jon lives in New York City and loves
working at Bose because he knows the
quality Bose brings to the table. However,
he is aware of Bose's need to appeal to
new audiences and support inclusivity.
Jon is very passionate about music. Before
coming out, music allowed him to celebrate his
identity without judgment or pressure.
He takes advantage of any free time within his
busy schedule by exploring the city and attending
events, such as concerts and music festivals.
He only wants to purchase from
brands whose values align with
his and that will provide the level
of quality he works so hard to
afford.
He is not into social media and only uses it to keep up
with his family and friends. Jon subscribes to multiple
news outlets ranging from technology, arts and
culture and global news to learn more about the
world.
As someone who is very detail-oriented,
he takes time to research the brands he
spends his money on.
Part of the LGBTQ+ Community

20. Your Audiences: Layla, 20, Aspiring Musician,
The Creative, Outspoken, Connected
Layla recently moved to Los
Angeles, California to pursue her
dream of becoming an acclaimed
music artist.
She wants to create authentic songs that will
help her connect with her listeners. Thus,
she actively keeps up with what is going on
in the music industry by reading
publications like Billboard and Complex.
She loves to connect with
LA influencers and local
artists that tell her what
events and parties to go
and gain more exposure.
Like every rising public figure,
she uses TikTok to show her
audience her creative
process. She also loves
Instagram and YouTube.
She looks for recommendations online
of the best brands to buy from. If the
the brands meet her standards, she
tends to recommend them to her
followers.
Layla does not want to be
associated with using any
brand that does not align with
her views. Also, once she
likes a brand, she tends to be
a loyal customer.
LGBTQ+ Ally

21. PLAN ON A PAGE
The Power of Being Heard
Purpose
Creative
Platform
Story Arcs Community
Confidence Liberation
Earn media coverage of an authentic campaign
celebrating LGBTQ+ stories that drives Gen Z
engagement with and trust in Bose as a brand.

22. #1 - CONFIDENCE
AMPLIFY YOUR STORY
Showcasing LGBTQ+ stories through sound
01
Question: "What does Pride mean to you?"
02
Stories from Bose LGBTQ+ employees
03
Locations: New York, New Orleans and Palm
Springs
04

23. POP-UP LOCATIONS
Stonewall Inn
NEW YORK CITY
Café Lafitte in Exile
NEW ORLEANS
Palm Springs Pride in
November
PALM SPRINGS

24. ALBUM CREATION
#2 LIBERATION
Create a 6-track mini album featuring a producer
from Turn The Dial and queer artists from diverse
backgrounds
100% of listening and sales profits in June go to
supporting queer charities through The Ally Coalition

25. Producer
WondaGurl
"Fair Trade" -Drake feat.
Travis Scott
featured in the Turn The
Dial Campaign
"Bitch Better Have My
Money" -Rihanna

26. Selected Artists
Ariōn Rubby Morgan Saint
1,200 monthly listeners
@just_arion
11K IG followers
1,200 monthly listeners
@rubbyvalentin
7K IG followers
90,000 monthly listeners
@morgan_saint
48K IG followers
r&b
r
eggaet
o
n
nyc po
p

27. Selected Artists
REYNA Jesse Saint John Merlot
24,000 monthly listeners
@reynatheband
5.5 K IG followers
2,750 monthly listeners
@jessesaintjohn
60K IG followers
14,000 monthly listeners
@yung.merlot
10K IG followers
s
ynthp
o
p
h
yperp
o
p
r&b

28. #3 - COMMUNITY
INTERNAL
RAINBOSE
EXPANSION

29. VALUES
Participants were asked, "What are the
best ways for a brand or company to
show that they represent your personal
values?"
Treating employees fairly was the
top reported method, at 58%.
"Your people are your biggest resource
and can affect public perception of your
brand." - Forbes
0% 20% 40% 60%
Treating employees fairly
Enviro. friendly
Animal ethics
Donating products
Donating money

30. HUMAN RIGHTS CORPORATE
EQUALITY INDEX
National benchmarking tool on corporate policies, practices and benefits
pertinent to LGBTQ+ employees.
Nondiscrimination policies across business entities
Equitable benefits for LGBTQ+ workers and their families
Supporting an inclusive culture & corporate social responsibility
RATING CRITERIA

31. MEETING HRC INDEX CRITERION
INTERNAL
TRAINING RESOURCES OUTREACH
DEI training on best
practices
Expand RainBOSE,
LGBTQ+ employee
resource group
CSR partnership with
The Ally Coalition
LGBTQ+ mentorship
and internship
programs
Newsletters,
workshops, update
website info

32. EVALUATION: NEWSWORTHINESS
Gen-Z is receptive toward
an authentic Pride
campaign, in a space
saturated by rainbow-
washing
Events during pride
Amplifying real stories,
emphasizing untold
histories and
celebrating identities
creates a powerful,
people-centric narrative.
A private corporation's
commitment to inclusivity
is incredibly valuable to
success.
Events are in strategically
chosen locations, and
press will be invited/given
exclusive access to all
TIMELINESS HUMAN INTEREST
RELEVANCE
PROXIMITY

33. WHAT BOSE'S
FUTURE COULD
LOOK LIKE
Bose Embraces Pride: Immersive Sound Exhibit Honors LGBTQ+ Community
Championing Diversity through Sound: Bose's Pride Month Exhibit Inspires
Join the Sonic Celebration: Bose Commemorates Pride Month with Interactive Sound Installation
Bose Amplifies LGBTQ+ Voices with Pride Month Audio Exhibit
Power of Being Heard: Bose Launches Charity Album Featuring
LGBTQ+ Artists
Melodies of Inclusivity: Bose's Commissioned Album Supports LGBTQ+ Community
Lifting LGBTQ+ Voices: Bose Releases Charity
Album Showcasing Emerging Artists

34. QUARTER ONE
RAINBOSE FOCUS
JANUARY MARCH APRIL
Kick-start internal
RainBOSE expansion
Newsletters,
workshops, update
website info
Continue RainBOSE
expansion
Feature & expand
mentorship program
on website and
through recruitment
Launch RainBOSE
LGBTQ+ student
mentorship program

35. QUARTER TWO
BIG PRIDE LAUNCH
APRIL MAY JUNE
NYC pop-up at Stonewall Inn
Album drop
Press release
LadyLand Brooklyn
pop-up
Prep for album drop
+ pride
Keep up internal
prioritization of
RainBOSE

36. QUARTER THREE
PRIDE-EXTENSION
JULY AUGUST SEPTEMBER
New Orleans pop-
up near Café Lafitte
Launch internship opportunity
for LGBTQ+ individuals at
beginning of school year
Publicize mentor
program progress on
website

37. QUARTER FOUR
STRONG FINISH
OCTOBER NOVEMBER DECEMBER
Participate in The Ally
Coalition's annual
December Talent
Show
Pop-up at Palm Springs
Pride
Integrate artists from
album into talent show
Participate in Human
Rights Corportate
Equality Index survey

38. YEAR 1 (2024) 2025 2026
Launch "Power of Being
Heard" campaign
Prioritize and maintain an
inclusive and welcoming
workplace culture
Surprise pop-up at
an event with The
Ally Coalition
featuring stories
from 2025
Run a surprise pop-up in June
featuring last years' stories
New prompt and record
new stories
ZOOMING OUT
KEEPING THE MOMENTUM GOING

39. NYC LA NYC
LA Seattl
e
LA
INFLUENCER
PARTNERS
INVITED TO ALBUM
RELEASE EVENTS AND
SOUND EXHIBITS IN THEIR
CITY
MATT BERNSTEIN
@MATTXIV
1.4M ON INSTAGRAM
378.3K ON TWITTER
161.9K ON TIKTOK
AMBER
WHITTINGTON
@AMBERSCLOSET
495K ON INSTAGRAM
802K ON YOUTUBE
AQUARIA
@AGEOFAQUARIA
1.6M ON INSTAGRAM
JESSIE PAEGE
@JESSIEPAEGE
970K ON INSTAGRAM
1.63M ON YOUTUBE
LAITH ASHLEY
@@LAITH_ASHLEY
345K ON INSTAGRAM
VE’ONDRE
MITCHELL
@VEONDRE
6.6M ON TIKTOK
662K ON INSTAGRAM

40. LADYLAND
OUTDOOR QUEER MUSIC FESTIVAL /
PRIDE PARTY IN BROOKLYN, NEW YORK

41. THE ALLY
COALITION
TAC PROVIDES CRITICAL SUPPORT FOR
GRASSROOTS NON-PROFIT
ORGANIZATIONS DEDICATED TO
BETTERING THE LIVES OF LGBTQ+
YOUTH.

42. Objective
Pillars
Integrated
KPIs
Earn media coverage that drives Gen Z engagement with and
trust in Bose as a brand.
Exposure Engagement Outcome Impact
Earned: Monthly
coverage metrics
Owned:
Impressions/reach
Event engagement
RainBOSE involvement
Earned: Social shares
of earned content,
album streaming
Owned: page landings,
engagements, etc
Build lasting
connection with Gen Z
Increased favorable
conversation
Positive interaction
with partners
More inclusive internal
culture
Bose is now a
competitive leader
for not only its
superior quality
products but also its
values as an
authentically
inclusive brand.
MEASUREMENTS

43. THE FUTURE
Striking
Legacy
Leading
Competitor
Profitable
Progress
Resonate with
Gen Z
Social
Commitments
Authenticity
Wins

44. THANK YOU!

45. Sources: Bose estimated market share for headphone users is 13%
among competitors like Apple, Beats, and JBL. (Statista, Feb 2023)
Apple unveils new Apple Watch Pride Edition bands (Apple, May 2022)
Sources: LGBTQ+ indivuduals were twice as likely (23%) to report that
reported they would be more inclined to click an ad that discusses social
responsibility issues than non-LGBTQ+ individuals (11%) (Mintel, 2022)
Sources: 59% of Gen-Z reports that they care if a brand supports their
values, as opposed to 41% who disagree (Mintel, 2022)
Forbes, Karolina Hobson, 2019
APPENDED
RESEARCH