{"id":8959,"date":"2025-07-25T01:54:28","date_gmt":"2025-07-25T05:54:28","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/07\/25\/the-4-7-trillion-miss-why-brands-cant-afford-to-abandon-the-lgbtq-community\/"},"modified":"2025-07-25T04:48:41","modified_gmt":"2025-07-25T08:48:41","slug":"the-4-7-trillion-miss-why-brands-cant-afford-to-abandon-the-lgbtq-community","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-4-7-trillion-miss-why-brands-cant-afford-to-abandon-the-lgbtq-community\/8959\/","title":{"rendered":"The $4.7 Trillion Miss: Why Brands Can\u2019t Afford to Abandon the LGBTQ+ Community"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yes, that number is correct.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The global LGBTQ+ community represents <strong>$4.7 trillion in annual spending power<\/strong>, with more than <strong>23% of Gen Z<\/strong> identifying as LGBTQ+. Yet despite this influence, many brands are not only failing to authentically connect with this audience\u2014they\u2019re <strong>pulling back<\/strong> altogether.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a powerful conversation hosted during <em>Converge @ Cannes<\/em>, a group of brand, media, and advocacy leaders broke down why abandoning the LGBTQ+ community is not just a moral failure\u2014it\u2019s a catastrophic business decision.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>From &ldquo;Pridewashing&rdquo; to Purposeful Investment<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Moderated by <strong>R. Kurt Osenlund<\/strong>, Head of PrideNOW and VP at Mark Allen &#038; Co., the session featured:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>Meghan Bartley<\/strong>, Head of Corporate Engagement at GLAAD<\/li>\r\n \t<li><strong>Mark Tevis<\/strong>, EVP of Sales &amp; Partnerships at Revry<\/li>\r\n \t<li><strong>Mike Beyman<\/strong>, Chief of Staff and Head of Strategy &amp; Business Operations at ADWEEK<\/li>\r\n \t<li><strong>Timothy Hill<\/strong>, Creative Brand Strategist<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">Together, they made a data-driven and experience-backed case for why inclusive marketing isn\u2019t just the right thing to do\u2014it\u2019s smart business.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cToo many brands treat Pride as a campaign instead of a commitment,\u201d said Bartley of GLAAD. \u201cBut this community is paying attention\u2014and rewarding authenticity.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Tevis added that LGBTQ+ media platforms like <strong>Revry<\/strong> are seeing growing traction with younger audiences who expect brands to <em>show up all year<\/em>, not just in June.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Fear Is Not a Strategy<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The panel acknowledged the chilling effect recent cultural backlash has had on corporate decision-making. But they were clear: retreating from LGBTQ+ inclusion because of political pressure is <strong>short-sighted and risky<\/strong>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhen brands go silent, they send a message. And Gen Z is listening,\u201d said Beyman, referencing ADWEEK\u2019s data on trust erosion among younger consumers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instead of fear, the panel encouraged brands to double down on strategy\u2014rooting LGBTQ+ engagement in audience research, long-term partnerships, and internal accountability.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Business Case for PRIDE<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The data speaks for itself:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>$4.7 trillion<\/strong> in global LGBTQ+ spending power<\/li>\r\n \t<li><strong>23% of Gen Z<\/strong> identify as LGBTQ+<\/li>\r\n \t<li>Brands with authentic DEI commitments outperform peers in both talent retention and consumer loyalty<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">\u201cThe market is powerful,\u201d said Hill. \u201cBut if you treat it like a trend, you\u2019ll miss the opportunity to build lasting cultural relevance.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Comes Next<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The session closed with a challenge to marketers and brand executives: stop asking if investing in LGBTQ+ inclusion is \u201csafe\u201d\u2014and start asking how to do it <em>well<\/em>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The takeaway? Pride isn\u2019t a moment. It\u2019s a market. And it\u2019s growing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>During Converge @ Cannes, a group of brand, media, and advocacy leaders broke down why abandoning the LGBTQ+ community is not just a moral failure\u2014it\u2019s a catastrophic business decision.<\/p>\n","protected":false},"author":7,"featured_media":8961,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-8959","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The $4.7 Trillion Miss: Why Brands Can\u2019t Afford to Abandon the LGBTQ+ Community | 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