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February 14, 2024 55 mins

It's clear what the LGBTQ+ community wants from marketers and companies targeting them for business: do the work.

We're over the lip service and once-a-year pinkwashing. It's time to put your money where your mouth is and hold the line with us all year round and not only when it's easy or profitable to do so, because when times get tough we don't have the luxury of being able to retreat from the line. After all, it's our lives.

In this episode of The Business Gay Podcast, host Calan Breckon speaks with Co-Founders of Do The WeRQ, Kate Wolff and Graham Nolan.

Do the WeRQ brings people across the marketing industry together to foster connections, share experiences and collaborate on cultural transformations that support the advancement of LGBTQ+ creative talent 365 days a year. Because only when queer marketing talent is inspired, mobilized, and celebrated by brands and marketing leaders, will queer cultural creativity translate into meaningful business solutions.

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Key Takeaways for quick navigation:

  • [02:51] LGBTQ+ data gaps are addressed for better representation and workplace dynamics.
  • [05:09] Brands supporting LGBTQ+ amid backlash shape society and consumer behaviour.
  • [11:38] Queer representation positively impacts consumer behaviour and brand loyalty.
  • [14:50] Brands significantly influence culture and politics, with 70% recognizing their impact.
  • [18:39] Brands must stand by values amidst uncertainty, as hate is seen as predictable.
  • [39:35] Tension in LGBTQ+ progress signals visibility and representation, despite challenges.
  • [44:33] Brands should invest long-term, considering generational differences in preferences.
  • [49:03] Consistent support against negativity is crucial, avoiding alienation and hate group incentives.
  • [51:02] Brands prioritizing well-being and authenticity find long-term success.
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