Airbnb was a (very) late starter, but now has a consistent and clear diversity policy from corporate level to local activations. Through a number of very colorful multi-media campaigns and presence at important events, they give LGBT people a platform and contribute to the journey: representation -> visibility -> normalization -> tolerance -> acceptance -> […]
We all want to go viral, don’t we? But can it also be for the wrong reasons? Or is viral = viral = good? I looked at the most visited videos on my YouTube channel and the reasons for that attention. Read my blog for ILOVEGAY.net.
In spite of some incidents with the drivers Uber has a consistent and very colorful history of diversity, LGBT-inclusion and the enabling of employee and partner initiatives around Pride. The gay celebrity representation in numerous clips, as well as some adoring video stories have added to certifying Uber as a good player in Marketing the Rainbow. […]
Although we have seen some groundbreaking clips from Dutch clothing discounter Zeeman, they fail to address LGBT diversity and inclusion. The use of the rainbow is either for decoration only, or pinkwashing. However, they do contribute (slightly) to Representation –> visibility –> normalization –> tolerance –> acceptance –> respect.Read my blog for Marketing the Rainbow.
The controversial product ‘tobacco’ is widely used in Marketing the Rainbow, because of the high percentage of smokers and the brand loyalty that these consumers often display. From subtle copy references, deviously Photoshopped print ads, to event and charity sponsorships and lavish drag queens, all tobacco registers are pulled out. And action = reaction: all […]