30 Years Out in Marketing: From Toaster Ovens to TikTok
Welcome to a vibrant journey through three decades of being out, proud, and thriving in the ever-evolving world of marketing. From the early days of subtle representation to today's bold, inclusive campaigns, we've come a long way. This presentation will take you on a nostalgic yet insightful ride, showcasing how LGBTQ+ visibility in marketing has transformed alongside societal progress.
KA
by Kirk Ahlquist
1993-1999: Toaster Ovens and First Steps
Toaster Oven Revolution
The infamous "toaster oven" joke became an inside nod to LGBTQ+ culture, symbolizing the recruitment myth and our growing visibility.
RuPaul's Supermodel
RuPaul's hit single "Supermodel" broke barriers, bringing drag culture into the mainstream and challenging marketing norms.
Ellen's TIME Cover
Ellen's "Yep, I'm Gay" TIME cover in 1997 was a watershed moment, providing validation for LGBTQ+ professionals everywhere.
2000-2009: Will, Grace, and Web 2.0
Representation Revolution
Will & Grace brought LGBTQ+ characters into living rooms across America, normalizing queer relationships and friendships for mainstream audiences. This shift in media representation opened new doors for authentic marketing to our community.
Digital Dawn
The rise of MySpace and Facebook created new digital playgrounds for marketers, revolutionizing how brands connected with LGBTQ+ audiences through targeted and personalized outreach.
Humor: Our Secret Weapon for Change
Breaking the Ice
Using humor to address uncomfortable topics in the workplace, like asking if all gay people like pink. (Spoiler: Only on Tuesdays!)
Disarming Stereotypes
Embracing and subverting stereotypes in marketing campaigns to challenge perceptions and create memorable content.
Building Bridges
Using wit and charm to connect with colleagues and clients, proving that professionalism and personality can coexist beautifully.
Diversity is a Rainbow
Over 30 years, LGBTQ+ representation in marketing has evolved from invisibility to celebration. Brands now embrace authentic storytelling and inclusivity, reflecting societal progress and the importance of LGBTQ+ voices in shaping culture and commerce.
2010-2015: Marriage Equality and Rainbow Capitalism
1
2013: DOMA Struck Down
The Supreme Court's decision paved the way for nationwide marriage equality, influencing marketing strategies across industries.
2
2015: Love Wins
Marriage equality becomes law in the U.S., sparking a wave of celebratory marketing campaigns and product releases.
3
Rainbow Washing Emerges
As brands rush to show support, the concept of "rainbow capitalism" gains criticism, pushing for more authentic engagement.
The Rainbow Logo Dilemma
1
2
3
4
1
Authentic Action
Implementing real, year-round LGBTQ+ inclusive policies and practices
2
Community Engagement
Partnering with and supporting LGBTQ+ organizations
3
Diverse Representation
Including LGBTQ+ voices in marketing and leadership
4
Rainbow Logo
The visible, but least impactful step
Remember, a rainbow logo is just glitter on a Band-Aid without real actions behind it. True allyship and inclusivity in marketing go far beyond surface-level gestures.🏳️🌈🏳️🌈
2016-2020: Resistance and Resilience
1
Political Upheaval
The Trump era brought new challenges, pushing brands to take stronger stances on social issues.
2
Consumer Demands
LGBTQ+ consumers and allies expected more than lip service, demanding brands to "walk the walk" of inclusivity.
3
Authentic Storytelling
Marketing shifted towards genuine representation and storytelling, featuring real LGBTQ+ experiences and voices.
4
Digital Activism
Social media became a powerful tool for LGBTQ+ advocacy, influencing marketing strategies and brand positioning.
2021-Present: TikTok, Advocacy, and Staying Fabulous
Today, representation isn't groundbreaking—it's expected. Our focus has shifted to mentorship and advocacy, helping others balance authenticity with professionalism. TikTok and other platforms have revolutionized how we connect with LGBTQ+ audiences, demanding creativity and genuine engagement.
30 Years of Pride and Progress
1
1997
Ellen DeGeneres comes out on national television, marking a turning point in LGBTQ+ visibility.
2
2004
Massachusetts becomes the first U.S. state to legalize same-sex marriage, opening new markets for wedding-related industries.
3
2015
Marriage equality becomes law in the U.S., sparking nationwide celebrations and marketing campaigns.
4
2018
India decriminalizes homosexuality, highlighting the ongoing global fight for LGBTQ+ rights and expanding market opportunities.
The Evolution of LGBTQ+ Marketing
1
2
3
4
1
Visibility
From coded messages to open representation
2
Inclusion
Diverse storytelling and authentic narratives
3
Empowerment
Supporting LGBTQ+ causes and communities
4
Integration
LGBTQ+ themes in mainstream campaigns
Our journey in marketing has mirrored society's progress. We've moved from subtle nods to proud, loud celebrations of LGBTQ+ identity, pushing boundaries and redefining what inclusive marketing means.
Challenges We've Overcome
Stereotyping
Moving beyond clichés to represent the true diversity of LGBTQ+ experiences in marketing campaigns.
Tokenism
Evolving from token representation to meaningful inclusion in all aspects of marketing and business.
Fear of Backlash
Overcoming concerns about alienating conservative audiences to stand proudly with the LGBTQ+ community.
Internal Resistance
Educating colleagues and stakeholders on the importance and value of LGBTQ+ inclusive marketing.
The Power of Mentorship
Career Ladder
Guiding young LGBTQ+ professionals up the marketing career ladder, sharing lessons learned from 30 years in the industry.
Safe Spaces
Creating and fostering safe, inclusive work environments where LGBTQ+ marketers can thrive and be their authentic selves.
Amplifying Voices
Using our platforms and influence to amplify underrepresented LGBTQ+ voices in marketing and beyond.
The Future of LGBTQ+ Marketing
AI and Personalization
Leveraging AI to create hyper-personalized campaigns that resonate with the diverse LGBTQ+ community while respecting privacy and avoiding stereotypes.
Virtual Reality Experiences
Creating immersive VR experiences that allow allies to step into LGBTQ+ shoes, fostering empathy and understanding through marketing.
Intersectionality Focus
Developing marketing strategies that acknowledge and celebrate the intersectionality of LGBTQ+ identities with race, culture, ability, and more.
Key Takeaways: 30 Years Out in Marketing
1
Authenticity Wins
True representation and genuine support always outperform rainbow-washing and tokenism.
2
Humor Heals
Using wit and charm can break down barriers and make difficult conversations easier.
3
Progress Is a Journey
We've come far, but there's always more work to do in creating truly inclusive marketing.
4
Lift As We Climb
Mentorship and advocacy are crucial for continuing progress in LGBTQ+ representation in marketing.
Pride in Marketing: Our Ongoing Legacy
30
Years of Progress
Three decades of breaking barriers and redefining norms in the marketing world.
1000s
Lives Touched
Thousands of LGBTQ+ professionals inspired and empowered through our work and mentorship.
∞
Endless Possibilities
The future of LGBTQ+ inclusive marketing is limitless, filled with creativity and authenticity.
—
To 30 More Years!
Here's to 30 years of being out, proud, and fabulous in marketing. From toaster ovens to TikTok, we've not just witnessed change – we've driven it. Let's continue to lead with pride, creativity, and the unwavering belief that representation matters. The best is yet to come!