The Guardian reporting - In the weeks leading up to June, Rose Montoya noticed something concerning. 'Pride Month' is usually a busy time for the influencer, who has over 800,000 TikTok followers and posts videos about trans rights and issues. But this year, she says, fewer brands have reached out.
“I’ve spoken to a lot of my trans friends and colleagues, and we’ve all noticed less brands seeking partnerships and smaller budgets for Pride campaigns,” Montoya said. “It’s disappointing.”
After the legalization of marriage equality, Pride became a marketing opportunity for brands. Enticed by the spending power of the LGBTQ+ community – it reached over $1tn in 2021 – brands looked for ways to make their presence known at June events. But this year, some LGBTQ+ influencers say brands are showing less support than they have in the past.
LGBTQ+ 'rights' are under assault across the US. Their culture has crept into advertising, especially after Bud Light tapped Dylan Mulvaney, a trans TikTok star, for an ad. The backlash was immediate and lasting: sales of the beer have dropped by nearly 30%, and two ad executives were placed on leave. Target scaled down its annual Pride collection after workers reported “confrontational behavior” from angry shoppers regarding certain items in the lineup.
Like I said - the biz just ain't what it usta be. There may be a new chapter added to the Marketing 101 textbook next year entitled 'How NOT to target market to specific fringe groups'.
Good. Their shtick has nothing to do with equality - these people shown are grifters; they dress as freaks for attention and money.
ReplyDeleteYo, Freaks, maybe these companies pulled their heads out of their collective behinds and noticed that there ain't very many of you and whole lot of us.
ReplyDelete