According to a Gallup survey, there were nearly half a million same-sex marriages in the U.S. by 2016. Moreover, recent census reports 115,000 same-sex households have children. With these changes in the composition of the family unit, the media has also transitioned to reflect diversity. Brands have started featuring LGBTQ characters, symbols, messaging and even same-sex parents. Not only have negative attitudes toward same-sex families decreased in the last few years. Brands showcasing same-sex parents and their children in ads have been met with positive attitudes by the public.
Following these shifting perceptions of the LGBTQ family, below are three key points for your marketing team to create a business plan, content and media strategy that reaches same-sex parents:
Diverse and inclusive content evoke positive attitudes overall.
One of the most encouraging data points showed that 60% of consumers believed brands that integrated same-sex couples in their ads were being appropriately inclusive, and most affirmed that these brands are brave and modern in doing so. With supportive attitudes toward LGBTQ equality, ads that reflect modern society harness a relationship with both, LGBTQ and non-LGBTQ audiences.
More lesbian couples have children under 18 living in their home.
Numerous LGBTQ ads have employed storylines of same-sex parents with their children, however, male-male couples are most prevalent. The conflicting factor is that 11% of millennial LGBTQ women, and 31% of Gen X LGBTQ women have children under 18 living in their home, whereas only 2% of millennial LGBTQ, and 6% of Gen X LGBTQ men have the same. Lesbian women, just as gay men, prefer to see themselves in advertising, and their response rate is likely to improve upon so. One brand that catered to this audience was Betty Crocker, creating “The Rozen Family” commercial for the Families Project.
Same-sex parents care about family-friendly and gay-friendly.
LGBTQ families desire the same family experiences as their heterosexual counterparts. For example, 35% of same-sex parents prefer a vacation resort that is family- and gay-friendly. Same-sex families gather their information from media sources that don’t always cater to the LGBTQ community. Thus, LGBTQ messaging that integrates the modern, LGBTQ family is equally important on mainstream media channels as it is on LGBTQ outlets.
Source: Content Marketing Institute, Gallup, Census, BuzzFeed, Mascola