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.
