What We Do: Test

Internal culture review:

We will work with you to establish what, why and who your business is currently using to reach out to the LGBT+ community.

‘Forcing’ diversity in the workplace will almost certainly generate resentment and dissatisfaction amongst some factions. Some hardliners might view this differently, but most of us are somewhere in the middle, genuinely wanting to see things performed and shared fairly. A more organic ‘true to life’ approach is deemed the most effective way to market these messages, as by definition it is far more likely to authentically resonate with everyone involved.

Market positioning review:

We can work to understand and adopt your corporate plans and ensure they are reflected authentically. Over (or under) representation of gender is a challenge when taking sensitivities into account across generations. For example, Millennial's typically expect equality between people as the norm, whereas older generations tend not to. Gaps in perception can emerge, where messages are interpreted differently, depending on which audience sees it, and where...

One action that has seen great success is undertaking genuine acts of goodwill towards ‘the cause’. A subtle and real approach is effective as it demonstrates a company’s ideals and morals far more authentically than simply putting an extra minority into their ATL advertising, (worse still, choosing to predominantly focus on such minorities). It’s these kind of actions that have contributed to one of Pride’s most significant long-term problems - Pink washing.

Website strategy review:

Your website is public statement of what you stand for. As the majority of millennials and Gen Z believe that fairness should just be expected, the marketing with that in mind will help you put together successful campaigns. It is also important to remember that the majority of people, who aren’t LGBT+, shouldn’t be alienated or left out but taken on the journey towards inclusivity.