HomoCulture Logo - New

LGBTQIA+ Inclusivity and Allyship: A Must for Brands and Consumers

by | May 15, 2024

We’re diving into a topic that’s more than just a rainbow flag in June. It’s about action, commitment, and making real change for our community. As we mark International Day Against Homophobia, Biphobia, and Transphobia on May 17, let’s talk about why LGBTQIA+ inclusivity and allyship matter for both brands and consumers. Whether you’re shopping for the latest must-have or deciding where to spend your hard-earned coins, knowing which brands support our community is crucial.

Why should you care? Because a record number of over 500 anti-LGBTQIA+ bills have been introduced across the United States this year, targeting everything from education to healthcare. Despite these attacks, there’s a silver lining: people are standing up and saying, “Not today, Satan!” Young folks, especially, are leading the charge. Nearly half of 18-34-year-olds and Gen Zers are committed to supporting LGBTQIA+ rights, according to Horowitz Research’s State of Media, Entertainment & Tech reports. This isn’t just a trend; it’s a movement.

What’s in it for you? Well, if you’re anything like me, you want to spend your money where it counts. When companies openly support the LGBTQIA+ community, it makes a difference. Almost 4 in 10 consumers say a company’s public stance positively impacts their buying decisions. For LGBTQIA+ consumers, it’s even more significant. Over one-third have taken positive actions based on a company’s stance, whether that’s spending more money or shouting them out on social media. Let’s get into the nitty-gritty of why inclusivity and allyship are essential for brands and consumers alike.

A row of pencil crayons lined up in a colorful rainbow.

The Power of Visibility and Representation

Representation in media and advertising isn’t just about ticking a box. It’s about seeing ourselves reflected in the world around us. For younger audiences, seeing transgender or non-binary people in ads can dramatically improve their perception of a brand. In fact, 42% of 18-34-year-olds feel more positively towards brands that feature diverse identities in their advertising. This kind of visibility helps break down stereotypes and fosters a more inclusive society.

Younger Generations Leading the Way

Our younger siblings and cousins are changing the game. They have more fluid and inclusive views on gender and sexuality than previous generations. A whopping 44% of young people believe gender exists on a spectrum, and nearly half say sexuality is fluid. This shift in perception is vital for brands to understand if they want to connect authentically with Gen Z and millennials. These generations are not just consumers; they are vocal advocates for the issues they care about.

The Business Case for Inclusivity

Let’s talk dollars and cents. Supporting the LGBTQIA+ community isn’t just the right thing to do; it’s good for business. Brands that are vocal about their support can see a boost in customer loyalty and engagement. Nearly 38% of all consumers say they are more likely to buy from companies that support LGBTQIA+ rights. For LGBTQIA+ consumers, this number is even higher. When a brand stands up for our rights, we notice, and we reward them with our loyalty and our wallets.

Real Actions Over Empty Gestures

Slapping a rainbow on your logo during Pride Month is cute, but it’s not enough. Consumers are increasingly savvy and can spot performative allyship from a mile away. What we want to see are real actions: donations to LGBTQIA+ causes, inclusive workplace policies, and public stands against discriminatory laws. Brands that back up their words with actions earn our respect and our business. Over one-third of LGBTQIA+ consumers have positively engaged with brands that genuinely support our community, whether through increased spending or social media praise.

How Brands Can Show Authentic Support

How can brands show they’re genuinely on our side? It starts with education and inclusion from the ground up. Companies need to create inclusive work environments where LGBTQIA+ employees feel valued and respected. This includes offering benefits for same-sex partners, supporting trans employees through their transitions, and ensuring there are no discriminatory practices in hiring or promotions. Publicly, brands should use their platforms to advocate for LGBTQIA+ rights, donate to relevant causes, and feature our stories in their marketing campaigns.

The Role of Social Media in LGBTQIA+ Advocacy

Social media is a powerful tool for both brands and consumers. It allows us to amplify our voices and hold companies accountable. Brands that actively engage with the LGBTQIA+ community on social media, not just during Pride Month but year-round, build stronger relationships with their audience. Positive interactions on platforms like Twitter, Instagram, and TikTok can significantly enhance a brand’s image. Moreover, social media gives consumers a direct line to praise or call out brands for their actions, making it a critical space for advocacy and accountability.

The Impact of Anti-LGBTQIA+ Legislation

The political climate is a significant concern for our community. With over 500 anti-LGBTQIA+ bills introduced this year, the stakes are higher than ever. These bills affect every aspect of our lives, from healthcare to education. Brands that publicly oppose these bills and support LGBTQIA+ rights are not just making a political statement; they are standing up for human rights. For many consumers, a brand’s stance on these issues can be a deciding factor in whether they choose to support them.

Consumer Power and Boycotts

Our community has incredible power as consumers. Boycotts can be a powerful tool to drive change. When a company fails to support LGBTQIA+ rights or engages in discriminatory practices, we can and should take our business elsewhere. History has shown that coordinated boycotts can lead to significant changes in corporate policies. By choosing to support only those brands that align with our values, we can push for greater inclusivity and equality in the marketplace.

Your Voice Matters

Inclusivity and allyship are more than buzzwords; they are vital for creating a society where everyone is respected and valued. Brands have a significant role to play in this process, and as consumers, our choices matter. By supporting companies that genuinely stand up for LGBTQIA+ rights, we can drive positive change. We want to hear from you! Share your thoughts, experiences, and suggestions in the comments. Your voice is powerful—let’s use it to make a difference.

Rate this post

Click on a star to rate it!

Average rating 0 / 5. Vote count: 0

No votes so far! Be the first to rate this post.

We are sorry that this post was not useful for you!

Let us improve this post!

Tell us how we can improve this post?





Brian Webb

Brian Webb


Brian Webb is the founder and editor-in-chief of HomoCulture, a celebrated content creator, and winner of the prestigious Mr. Gay Canada – People’s Choice award.An avid traveler, Brian attends Pride events, festivals, street fairs, and LGBTQ friendly destinations through the HomoCulture Tour. He has developed a passion for discovering and sharing authentic lived experiences, educating about the LGBTQ community, and using both his photography and storytelling to produce inspiring content.Originally from the beautiful Okanagan Valley in the southern interior of British Columbia, Brian now lives in Vancouver, British Columbia. His personal interests include travel, photography, physical fitness, mixology, drag shows.

Join our newsletter


Popular Categories

A group of gay men in front of a Sayulita sign.

Travel Guides

Make It Gay, Your Way, Visit Whitehorse in Canada’s Yukon Territory

Travel Tips

A man decked out in Pride accessories and a sequin shirt, marching in the 2023 Key West Pride Parade.

Celebrate Pride

Asia O’hara, Kameron Michaels, Kim Chi, and Aquaria Drag Queens (RuPaul Drag Race)

Friends of Homoculture

Join our newsletter