Although Budweiser has a long and continuous history in Marketing the Rainbow, without many protests or boycotts, this recently changed. Fairly. How one simple advertisement stirs up a country, with television and politics getting involved. Marketing dilemmas, splits and half-hearted excuses. In recent years, the T of LGBT people has received relatively much attention, catching […]
Hema (est. 1926) has been paying attention to the LGBT community and employees for years. They do this through relevant, original and striking campaigns – not alone, but in collaboration with ‘experts’, such as the Dutch LGBT movement COC (the oldest in the world), which also receives annual donations – and the gay designers Viktor&Rolf. […]
Can you just be ‘woke’ as a brand or will that be punished by consumers – and investors? And can a popular celeb or influencer lose star status – and with it brand value – by 1 wrong step? I look at the use of rainbow diversity in communication and the woke aspect of it. […]
The fmcg market is a very active participant in Marketing the Rainbow: hundreds of brands and dozens of multinationals are doing very original things in that area. This is quite remarkable, because the amounts involved are small – but in addition to the fact that LGBT consumers have higher brand loyalty (and a tendency to […]
Music does not always have a message and is not always a marketing tool, but very often it does or is – consciously or unconsciously. Music and even more the associated videos have a huge impact on society. Many artists speak out clearly for tolerance and respect or show it in their videos and on […]