Interviews, insight & analysis on digital media & marketing

NDA and Outvertising launch Blueprint for Change report to help drive LGBTQIA+ inclusivity

Media Pride Image

As part of our Media Pride initiative, NDA, in partnership with Outvertising has launched a report designed to help businesses make LGBTQIA+ inclusivity a central part of their business.

Blueprint for Change: Making LGBTQIA+ inclusivity part of your brand’s DNA was created with the input of leaders in the LGBTQIA+ community and is available for free download below.

As the report point out, LGBTQIA+ inclusivity is already in regression and by only the 10th anniversary of marriage equality in the UK, the country has dropped from first, then to third, to seventh, then 14th and now ranks only 17th in the ILGA ranking for LGBTQIA+ inclusion.

From an ethical standpoint, this trend cannot be allowed to continue. From a commercial standpoint, it is short-sighted at best.

“I don’t like making the pink pound argument but by some estimates we’re a $3.7trillion market and we are more morally-minded, and we are loyal to brands that show us loyalty,” says Cassius Naylor, co-director of advocacy, Outvertising.

The Blueprint for Change report was produced with insight from: Paul O’Leary, commercial director for Publicis media agency Spark Foundry; Pete Markey CMO, Boots; Cassius Naylor, co-director of advocacy at Outvertising; Geoff de Burca, chief strategy officer for Mediacom; Vanessa Vidad, inclusion co-lead for ISBA; Alex Murray, head of advocacy at the Conscious Ad Network; and asha Misra, associate director of communications and campaigns, Stonewall..

The report aims to help those businesses which are well-intentioned but perhaps under resourced or lacking in direction around how to make LGBTQIA+ inclusivity a fully-realised part of their business.

It incudes introductory guides to: briefing an inclusive media buying strategy: building an inclusive-first culture; and preparing for a potential backlash.

Download Blueprint for Change

Media Pride

More posts from ->

Media Pride

Media Pride: Angie Gola-Ebue, Global Head of Advertising and Partnerships, Her

As a Black queer person working in the digital industry, I know one of the biggest challenges faced is being involved in digital campaigns that don’t represent who we are, from creative execution to the media platforms being utilised. When we are asked to work on campaigns that don’t authentically represent the LGBTQIA+ community, it can create a conflict of values and a sense of disconnect from our own work.


Related articles


Marketing the Marketers: Martin Corke, CMO, Clear Channel UK

NDA has launched a new series on NDA, Marketing the Marketers, talking to the marketing and comms leaders behind the success of our leading companies. Next up is Martin Corke, Chief Marketing Officer, Clear Channel UK.