SlideShare a Scribd company logo
Crafting LGBTQ+
Inclusive Campaigns
Year Round
Ian Helms | Wpromote
SLIDESHARE.NET/IANHELMS
@IANHELMS
A QUICK HISTORY
LESSON ON PRIDE
@ianhelms | #brightonSEO
@ianhelms | #brightonSEO
WHY DOES PRIDE
MONTH EXIST?
@ianhelms | #brightonSEO
WHEN IS PRIDE
CELEBRATED?
@ianhelms | #brightonSEO
PRIDE MONTH
TODAY
@ianhelms | #brightonSEO
TO RECAP…
@ianhelms | #brightonSEO
@ianhelms | #brightonSEO
@ianhelms | #brightonSEO
@ianhelms | #brightonSEO
NOW LET’S TALK
ABOUT IDENTITY
@ianhelms | #brightonSEO
IDENTITY
/ˌīˈden(t)ədē/, noun
The condition or
character as to who a
person is; the qualities,
beliefs, etc., that
distinguish or identify a
person or thing.
@ianhelms | #brightonSEO
THE LGBTQIA2S+ ALPHABET
Lesbian
Gay
Bisexual
Transgender
Queer/Questioning
Intersex
Asexual
2S Two-Spirited
+ Any other sexual or gender identity
@ianhelms | #brightonSEO
GENDER
IDENTITY
One’s innermost
concept of self
as male, female,
a blend of both
or neither
SEXUAL
ORIENTATION
An inherent
emotional,
romantic, or
sexual attraction
to other people.
@ianhelms | #brightonSEO
WITH THAT COMES LOTS OF PRIDE
THE ORIGINAL
PRIDE FLAG
SEXUALITY
LIFE
HEALING
SUNLIGHT
NATURE
ART
HARMONY
SPIRIT
@ianhelms | #brightonSEO
WITH THAT COMES LOTS OF PRIDE
PHILADELPHIA
PRIDE FLAG
PROGRESS PRIDE
FLAG
@ianhelms | #brightonSEO
SO… WHY DOES
THIS ALL MATTER
TO MARKETERS?
@ianhelms | #brightonSEO
LGBTQ+ FOLKS EXIST ALL YEAR
EXPECTATION REALITY
VS
AN UNDERVALUED MARKET
LGBTQ+ individuals make up approximately 5.6% of
the U.S. population, but conservatively hold about
8%—approximately $1 trillion—of the country’s
disposable income!
@ianhelms | #brightonSEO
BEWARE OF RAINBOW WASHING
@ianhelms | #brightonSEO
COMMON ISSUES
THAT ARISE
@ianhelms | #brightonSEO
1. VIRTUE SIGNALING
Publicly expressing opinions or
sentiments intended to
demonstrate one's good character
on LGBTQ+ issues ONLY in June.
@ianhelms | #brightonSEO
VIRTUE SIGNALING
@ianhelms | #brightonSEO
VIRTUE
SIGNALING
@ianhelms | #brightonSEO
2. TOKENISM
Brands using their platforms
and social media to highlight
LGBTQ+ people and
employees ONLY during June.
@ianhelms | #brightonSEO
TOKENISM
@ianhelms | #brightonSEO
3. RAINBOW CAPITALISM
Brands selling Pride “capsule
collections” or hanging rainbow
flags to attract LGBTQ+ folks
ONLY during June.
@ianhelms | #brightonSEO
RAINBOW
CAPITALISM
@ianhelms | #brightonSEO
4. PERFORMATIVE ACTIVISM
Brands engaging with the
LGBTQ+ community in
marketing materials ONLY
during June.
@ianhelms | #brightonSEO
PERFORMATIVE ACTIVISM
@ianhelms | #brightonSEO
…SO WHAT CAN
YOU DO ABOUT
THIS AT YOUR
COMPANY?
@ianhelms | #brightonSEO
INCLUSIVE MESSAGING
EXAMPLE
Email Subject Line: Gifts Your Girlfriend Will Love
Try Instead: Gifts Your Partner Will Love
@ianhelms | #brightonSEO
INCLUSIVE
REPRESENTATION
@ianhelms | #brightonSEO
INCLUSIVE
ENGAGEMENT
@ianhelms | #brightonSEO
INCLUSIVE
TARGETING
@ianhelms | #brightonSEO
COME THROUGH
WITH FLYING
COLORS
@ianhelms | #brightonSEO
MEET AND EXCEED EXPECTATIONS
@ianhelms | #brightonSEO
LGBTQ+ BUSINESSES EXIST, TOO!
@ianhelms | #brightonSEO
10 TIPS FOR BETTER
LGBTQ+ INCLUSION
1. Hire LGBTQ+ talent
2. Spend time and money to do it right
3. Connect initiatives with brand values
4. Give back to the LGBTQ+ community
5. Beware of stereotypes/tropes
6. Ungender products and copy
7. Avoid stock imagery
8. Engage beyond June
9. Be genuine
10. Keep learning @ianhelms | #brightonSEO
@ianhelms | #brightonSEO
THANK YOU!
ADDITIONAL
INFORMATION/
DEFINITIONS
42
PRONOUNS
PRIDE MONTH LUNCH & LEARN
Using someone’s correct
personal pronouns is a way to
respect them and create an
inclusive environment.
WHY PRONOUNS
MATTER
@ianhelms | #brightonSEO
SUBJECT OBJECT POSSESSIVE PRONUNCIATION EXAMPLE
Gender
Binary
She Her Hers As it looks
She is
fabulous
He Him His As it looks
He is
fabulous
Gender
Neutral
They
(singular)
Them Theirs As it looks
They are
fabulous
Ze Hir Hirs Zhee, Here, Heres
Ze is
fabulous
Ze Zir Zirs
Zhee, Zhere,
Zheres
Ze is
fabulous
Xe Xem Xyr Zhee, Zhym, Zhyre
Ze is
fabulous
WITH THAT COMES LOTS OF PRIDE
INTERSEX PROGRESS
PRIDE FLAG
@ianhelms | #brightonSEO
WITH THAT COMES LOTS OF PRIDE
45
Ally | A person who is not LGBTQ+ but shows support for LGBTQ+ people and promotes equality in a variety of ways.
Androgynous | Identifying and/or presenting as neither distinguishably masculine nor feminine.
Asexual | The lack of a sexual attraction or desire for other people.
Biphobia | Prejudice, fear, or hatred directed toward bisexual people.
Bisexual | A person emotionally, romantically, or sexually attracted to more than one sex, gender, or gender identity though not
necessarily simultaneously, in the same way or to the same degree.
Cisgender | A term used to describe a person whose gender identity aligns with those typically associated with the sex assigned to
them at birth.
Closeted | Describes an LGBTQ+ person who has not disclosed their sexual orientation or gender identity.
Source: HRC
GLOSSARY OF TERMS
46
Coming Out | The process in which a person first acknowledges, accepts, and appreciates their sexual orientation or gender
identity and begins to share that with others.
Gay | A person who is emotionally, romantically, or sexually attracted to members of the same gender.
Gender Dysphoria | Clinically significant distress caused when a person's assigned birth gender is not the same as the one with
which they identify. According to the American Psychiatric Association's Diagnostic and Statistical Manual of Mental Disorders
(DSM), the term - which replaces Gender Identity Disorder - "is intended to better characterize the experiences of affected children,
adolescents, and adults."
Gender-expansive | Conveys a wider, more flexible range of gender identity and/or expression than typically associated with the
binary gender system.
Gender Expression | External appearance of one's gender identity, usually expressed through behavior, clothing, haircut, or voice,
and which may or may not conform to socially defined behaviors and characteristics typically associated with being either masculine
or feminine.
Source: HRC
GLOSSARY OF TERMS
47
Gender-fluid | According to the Oxford English Dictionary, a person who does not identify with a single fixed gender; of or relating to
a person having or expressing a fluid or unfixed gender identity.
Gender Identity | One’s innermost concept of self as male, female, a blend of both or neither – how individuals perceive themselves
and what they call themselves. One's gender identity can be the same or different from their sex assigned at birth.
Gender Non-Conforming | A broad term referring to people who do not behave in a way that conforms to the traditional
expectations of their gender, or whose gender expression does not fit neatly into a category.
Genderqueer | Genderqueer people typically reject notions of static categories of gender and embrace a fluidity of gender identity
and often, though not always, sexual orientation. People who identify as "genderqueer" may see themselves as being both male
and female, neither male nor female, or as falling completely outside these categories.
Source: HRC
GLOSSARY OF TERMS
48
Gender Transition | The process by which some people strive to more closely align their internal knowledge of gender with its
outward appearance. Some people socially transition, whereby they might begin dressing, using names and pronouns, and/or be
socially recognized as another gender. Others undergo physical transitions in which they modify their bodies through medical
interventions.
Homophobia | The fear and hatred of or discomfort with people who are attracted to members of the same sex.
Intersex | An umbrella term used to describe a wide range of natural bodily variations. In some cases, these traits are visible at birth,
and in others, they are not apparent until puberty. Some chromosomal variations of this type may not be physically apparent at all.
Lesbian | A woman who is emotionally, romantically, or sexually attracted to other women.
LGBTQ | An acronym for “lesbian, gay, bisexual, transgender, and queer.
Source: HRC
GLOSSARY OF TERMS
49
Living Openly | A state in which LGBTQ+ people are comfortably out about their sexual orientation or gender identity – where and
when it feels appropriate to them.
Non-binary | An adjective describing a person who does not identify exclusively as a man or a woman. Non-binary people may
identify as being both a man and a woman, somewhere in between, or as falling completely outside these categories. While many
also identify as transgender, not all non-binary people do.
Outing | Exposing someone’s lesbian, gay, bisexual, or transgender identity to others without their permission. Outing someone can
have serious repercussions on employment, economic stability, personal safety, or religious or family situations.
Pansexual | Describes someone who has the potential for emotional, romantic, or sexual attraction to people of any gender though
not necessarily simultaneously, in the same way or to the same degree.
Queer | A term people often use to express fluid identities and orientations. Often used interchangeably with "LGBTQ+."
Questioning | A term used to describe people who are in the process of exploring their sexual orientation or gender identity.
Source: HRC
GLOSSARY OF TERMS
50
Same-gender Loving | A term some prefer to use instead of lesbian, gay, or bisexual to express attraction to and love of people of
the same gender.
Sex Assigned at Birth | The sex (male or female) given to a child at birth, most often based on the child's external anatomy. This is
also referred to as "assigned sex at birth."
Sexual Orientation | An inherent or immutable enduring emotional, romantic, or sexual attraction to other people.
Transgender | An umbrella term for people whose gender identity and/or expression is different from cultural expectations based
on the sex they were assigned at birth. Being transgender does not imply any specific sexual orientation. Therefore, transgender
people may identify as straight, gay, lesbian, bisexual, etc.
Transphobia | The fear and hatred of, or discomfort with, transgender people.
Source: HRC
GLOSSARY OF TERMS

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Not Just Pride Month: Crafting LGBTQ+-Inclusive Campaigns Year Round - brightonSEO

  • 1. Crafting LGBTQ+ Inclusive Campaigns Year Round Ian Helms | Wpromote SLIDESHARE.NET/IANHELMS @IANHELMS
  • 2. A QUICK HISTORY LESSON ON PRIDE @ianhelms | #brightonSEO
  • 4. WHY DOES PRIDE MONTH EXIST? @ianhelms | #brightonSEO
  • 7. TO RECAP… @ianhelms | #brightonSEO
  • 11. NOW LET’S TALK ABOUT IDENTITY @ianhelms | #brightonSEO
  • 12. IDENTITY /ˌīˈden(t)ədē/, noun The condition or character as to who a person is; the qualities, beliefs, etc., that distinguish or identify a person or thing. @ianhelms | #brightonSEO
  • 13. THE LGBTQIA2S+ ALPHABET Lesbian Gay Bisexual Transgender Queer/Questioning Intersex Asexual 2S Two-Spirited + Any other sexual or gender identity @ianhelms | #brightonSEO
  • 14. GENDER IDENTITY One’s innermost concept of self as male, female, a blend of both or neither SEXUAL ORIENTATION An inherent emotional, romantic, or sexual attraction to other people. @ianhelms | #brightonSEO
  • 15. WITH THAT COMES LOTS OF PRIDE THE ORIGINAL PRIDE FLAG SEXUALITY LIFE HEALING SUNLIGHT NATURE ART HARMONY SPIRIT @ianhelms | #brightonSEO
  • 16. WITH THAT COMES LOTS OF PRIDE PHILADELPHIA PRIDE FLAG PROGRESS PRIDE FLAG @ianhelms | #brightonSEO
  • 17. SO… WHY DOES THIS ALL MATTER TO MARKETERS? @ianhelms | #brightonSEO
  • 18. LGBTQ+ FOLKS EXIST ALL YEAR EXPECTATION REALITY VS
  • 19. AN UNDERVALUED MARKET LGBTQ+ individuals make up approximately 5.6% of the U.S. population, but conservatively hold about 8%—approximately $1 trillion—of the country’s disposable income! @ianhelms | #brightonSEO
  • 20. BEWARE OF RAINBOW WASHING @ianhelms | #brightonSEO
  • 22. 1. VIRTUE SIGNALING Publicly expressing opinions or sentiments intended to demonstrate one's good character on LGBTQ+ issues ONLY in June. @ianhelms | #brightonSEO
  • 25. 2. TOKENISM Brands using their platforms and social media to highlight LGBTQ+ people and employees ONLY during June. @ianhelms | #brightonSEO
  • 27. 3. RAINBOW CAPITALISM Brands selling Pride “capsule collections” or hanging rainbow flags to attract LGBTQ+ folks ONLY during June. @ianhelms | #brightonSEO
  • 29. 4. PERFORMATIVE ACTIVISM Brands engaging with the LGBTQ+ community in marketing materials ONLY during June. @ianhelms | #brightonSEO
  • 31. …SO WHAT CAN YOU DO ABOUT THIS AT YOUR COMPANY? @ianhelms | #brightonSEO
  • 32. INCLUSIVE MESSAGING EXAMPLE Email Subject Line: Gifts Your Girlfriend Will Love Try Instead: Gifts Your Partner Will Love @ianhelms | #brightonSEO
  • 37. MEET AND EXCEED EXPECTATIONS @ianhelms | #brightonSEO
  • 38. LGBTQ+ BUSINESSES EXIST, TOO! @ianhelms | #brightonSEO
  • 39. 10 TIPS FOR BETTER LGBTQ+ INCLUSION 1. Hire LGBTQ+ talent 2. Spend time and money to do it right 3. Connect initiatives with brand values 4. Give back to the LGBTQ+ community 5. Beware of stereotypes/tropes 6. Ungender products and copy 7. Avoid stock imagery 8. Engage beyond June 9. Be genuine 10. Keep learning @ianhelms | #brightonSEO @ianhelms | #brightonSEO
  • 42. 42 PRONOUNS PRIDE MONTH LUNCH & LEARN Using someone’s correct personal pronouns is a way to respect them and create an inclusive environment. WHY PRONOUNS MATTER @ianhelms | #brightonSEO SUBJECT OBJECT POSSESSIVE PRONUNCIATION EXAMPLE Gender Binary She Her Hers As it looks She is fabulous He Him His As it looks He is fabulous Gender Neutral They (singular) Them Theirs As it looks They are fabulous Ze Hir Hirs Zhee, Here, Heres Ze is fabulous Ze Zir Zirs Zhee, Zhere, Zheres Ze is fabulous Xe Xem Xyr Zhee, Zhym, Zhyre Ze is fabulous
  • 43. WITH THAT COMES LOTS OF PRIDE INTERSEX PROGRESS PRIDE FLAG @ianhelms | #brightonSEO
  • 44. WITH THAT COMES LOTS OF PRIDE
  • 45. 45 Ally | A person who is not LGBTQ+ but shows support for LGBTQ+ people and promotes equality in a variety of ways. Androgynous | Identifying and/or presenting as neither distinguishably masculine nor feminine. Asexual | The lack of a sexual attraction or desire for other people. Biphobia | Prejudice, fear, or hatred directed toward bisexual people. Bisexual | A person emotionally, romantically, or sexually attracted to more than one sex, gender, or gender identity though not necessarily simultaneously, in the same way or to the same degree. Cisgender | A term used to describe a person whose gender identity aligns with those typically associated with the sex assigned to them at birth. Closeted | Describes an LGBTQ+ person who has not disclosed their sexual orientation or gender identity. Source: HRC GLOSSARY OF TERMS
  • 46. 46 Coming Out | The process in which a person first acknowledges, accepts, and appreciates their sexual orientation or gender identity and begins to share that with others. Gay | A person who is emotionally, romantically, or sexually attracted to members of the same gender. Gender Dysphoria | Clinically significant distress caused when a person's assigned birth gender is not the same as the one with which they identify. According to the American Psychiatric Association's Diagnostic and Statistical Manual of Mental Disorders (DSM), the term - which replaces Gender Identity Disorder - "is intended to better characterize the experiences of affected children, adolescents, and adults." Gender-expansive | Conveys a wider, more flexible range of gender identity and/or expression than typically associated with the binary gender system. Gender Expression | External appearance of one's gender identity, usually expressed through behavior, clothing, haircut, or voice, and which may or may not conform to socially defined behaviors and characteristics typically associated with being either masculine or feminine. Source: HRC GLOSSARY OF TERMS
  • 47. 47 Gender-fluid | According to the Oxford English Dictionary, a person who does not identify with a single fixed gender; of or relating to a person having or expressing a fluid or unfixed gender identity. Gender Identity | One’s innermost concept of self as male, female, a blend of both or neither – how individuals perceive themselves and what they call themselves. One's gender identity can be the same or different from their sex assigned at birth. Gender Non-Conforming | A broad term referring to people who do not behave in a way that conforms to the traditional expectations of their gender, or whose gender expression does not fit neatly into a category. Genderqueer | Genderqueer people typically reject notions of static categories of gender and embrace a fluidity of gender identity and often, though not always, sexual orientation. People who identify as "genderqueer" may see themselves as being both male and female, neither male nor female, or as falling completely outside these categories. Source: HRC GLOSSARY OF TERMS
  • 48. 48 Gender Transition | The process by which some people strive to more closely align their internal knowledge of gender with its outward appearance. Some people socially transition, whereby they might begin dressing, using names and pronouns, and/or be socially recognized as another gender. Others undergo physical transitions in which they modify their bodies through medical interventions. Homophobia | The fear and hatred of or discomfort with people who are attracted to members of the same sex. Intersex | An umbrella term used to describe a wide range of natural bodily variations. In some cases, these traits are visible at birth, and in others, they are not apparent until puberty. Some chromosomal variations of this type may not be physically apparent at all. Lesbian | A woman who is emotionally, romantically, or sexually attracted to other women. LGBTQ | An acronym for “lesbian, gay, bisexual, transgender, and queer. Source: HRC GLOSSARY OF TERMS
  • 49. 49 Living Openly | A state in which LGBTQ+ people are comfortably out about their sexual orientation or gender identity – where and when it feels appropriate to them. Non-binary | An adjective describing a person who does not identify exclusively as a man or a woman. Non-binary people may identify as being both a man and a woman, somewhere in between, or as falling completely outside these categories. While many also identify as transgender, not all non-binary people do. Outing | Exposing someone’s lesbian, gay, bisexual, or transgender identity to others without their permission. Outing someone can have serious repercussions on employment, economic stability, personal safety, or religious or family situations. Pansexual | Describes someone who has the potential for emotional, romantic, or sexual attraction to people of any gender though not necessarily simultaneously, in the same way or to the same degree. Queer | A term people often use to express fluid identities and orientations. Often used interchangeably with "LGBTQ+." Questioning | A term used to describe people who are in the process of exploring their sexual orientation or gender identity. Source: HRC GLOSSARY OF TERMS
  • 50. 50 Same-gender Loving | A term some prefer to use instead of lesbian, gay, or bisexual to express attraction to and love of people of the same gender. Sex Assigned at Birth | The sex (male or female) given to a child at birth, most often based on the child's external anatomy. This is also referred to as "assigned sex at birth." Sexual Orientation | An inherent or immutable enduring emotional, romantic, or sexual attraction to other people. Transgender | An umbrella term for people whose gender identity and/or expression is different from cultural expectations based on the sex they were assigned at birth. Being transgender does not imply any specific sexual orientation. Therefore, transgender people may identify as straight, gay, lesbian, bisexual, etc. Transphobia | The fear and hatred of, or discomfort with, transgender people. Source: HRC GLOSSARY OF TERMS