From books to booze to pop-up tents to toiletries, tell Amazon what you want, and they’ll deliver almost anything — except a straight answer about their outreach to the LGBTQ+ community, as it pertains to advertising, marketing, and communication.
“Hi Scott – we don’t have anything to share at this time. Thanks!”
Peppy use of the exclamation point notwithstanding, Amazon public relations representative Mackenzie Ritter’s sole substantial reply (if one can say that of a 12-word email) to this reporter’s weeks-long request for comment cut like the whirling blades of a failed drone delivery test.
“We don’t provide details regarding our marketing programs – you can find out more about how we support the LGBTQ community here,” said Mackenzie in a quote attributed directly to Amazon, which arrived a few hours after one final appeal.
Follow that link and you’ll find “carefully considered and deeply held” progressive positions on everything from the federal minimum wage to immigration reform to heat-induced climate change.
It’s the LGBTQ+ rights section, however, that gives credence to the sticking point of Troy Masters, publisher and editor of the Los Angeles Blade (the Washington Blade’s sister publication).
Amazon cites its “early and strong support of marriage equality” and ongoing commitment to “advocate for protections and equal rights for transgender people,” noting they “stand together with the LGBTQ community,” and crowing about their “perfect score” on the Human Rights Campaign Foundation’s Corporate Equality Index for the last three years.
Standing together with our community, says Masters, must translate into direct engagement, by going beyond providing gender transition benefits to employees or advocating for legislation at the federal and state level (both of which Amazon does).
“I am unaware that they have a marketing or philanthropy footprint inside our community,” says Masters. “They don’t seem hostile, but they are not an active flag-raiser, except perhaps via employee groups at very select events. To me, that kind of marketing is dark marketing — it’s dark because it is not at all inclusive.”
Now there’s a zinger Masters says can be applied to “every other company like them, every company that chooses to rub elbows at our multi-million dollar fundraisers, make a relatively small donation, buy a table at an event, and get their LGBT employees drunk for a night. It’s an offensive strategy, in my opinion, if it is not backed up with general community-wide visibility and outreach.”
“They’re missing the chance to reinforce their already pretty good reputation in the gay community,” says Pride Source Media CFO Jan Stevenson, who, along with her wife, Susan Horowitz, has been publishing Michigan’s weekly newspaper, Between the Lines, for 26 years. “The demographic of the gay community tends to be very close to Amazon’s ideal customer. We’re first adopters. We’re loyal. Even aside from the social aspect of it, I just think it makes good business sense.”
Stevenson recalls attempting to engage Amazon, which has “a huge distribution facility not far from our offices. When they were doing ‘Help Wanted,’ we approached them about ads, but they didn’t take us up on it.”
Masters has a similar tale of unsuccessful outreach at the local level.
“I attempted to get live-streaming release ads from Amazon video,” he says, “since they own nearly every billboard in Los Angeles and they are doing a great deal of LGBT-specific or themed programming as part of their multi-billion dollar content spree in Hollywood.”
Nationally, adds Masters, “Todd Evans and his team are the LGBT liaisons for our community, with such accounts.”
As noted in two previous similarly themed articles focusing on Apple and Starbucks, Evans is president and CEO of Rivendell Media, which places advertisements for the National LGBT Media Association. Together, the association’s members — including Boston’s Bay Windows and NYC’s Gay City News — reach an estimated 500,000 weekly print and online readers.
“In 2013,” Evans notes, “Amazon did the funny Kindle same-sex beach commercial. In 2018, they did another one for Fire TV featuring two gay men,” and also what Evans calls “the lonely ad”—a single-page print ad for Amazon’s wedding registry, in the April issue of Out Magazine.
The fact that he’s able to cite three ads that acknowledge LGBT consumers, says Evans, “is what’s different about them. They’re at least doing something, whether it’s to provoke thought or just test the waters, to see what various responses are.”
Evans says he’s surprised Amazon didn’t do a deeper dive.
“It’s so much easier to carry it to fruition, into LGBT media, where everybody is going to be paying attention to it,” says Evans. “There are plenty of other gay publications to advertise in.”
Of the Fire TV commercial, notes Evans, “There are plenty of digital networks you could run a TV ad on today. You could even run it on Logo, where you have a super-friendly gay audience… More than most companies, they already target consumers based on buying habits. So they should have an understanding of how important the LGBT consumer is. Like Apple and Starbucks, I feel these are all good companies that just really need to be educated on how to reach large numbers of LGBTs in ‘our’ specific media.”
One company that got, and continues to get, the message is Absolut Vodka. As of last year, Absolut had spent $31 million on LGBTQ marketing, and donated over $40 million to gay and lesbian charities.
Unlike Apple, Starbucks, and Amazon — none of which responded to our outreach with detailed comment — Absolut Vice President Regan Clarke was quick to respond, noting Absolut “was the first spirits brand to publicly support the LGBTQ community, beginning in 1981.”
Clarke called that move, unheard of for its time, “a risky decision for mainstream brands, because taking a stand for equality meant risking backlash from conventional culture. Today, Absolut is proud to stand as a beacon of diversity and inclusivity alongside LGBTQ communities, and continues to push the envelope of cultural progress – while celebrating and supporting the people and actions that have made that progress possible.”
It’s a far cry from the Amazon approach, says Masters, who is confounded by the chasm between knowledge and action.
“They know we are customers,” says Masters, of Amazon. “They believe in marketing, and they even believe in targeted marketing — yet they exclude us intentionally while also appearing to embrace us. It’s been happening much too long, this equation of elite support. We need to reel it in before our own media cease to exist and our journalistic voice is replaced by rubber chicken dinners at five-star hotels.”
Study: One in ten LGBT workers experienced discrimination at work
LGBTQ employees of color were more likely to report being denied jobs and verbal harassment at work as opposed their white counterparts
LOS ANGELES – A new study by the Williams Institute at UCLA School of Law finds an estimated 46% of LGBT workers have experienced unfair treatment at work at some point in their lives, including being fired, not hired, or harassed because of their sexual orientation or gender identity.
An estimated 9% of LGBT employees reported experiences of discrimination in the past year, despite the U.S. Supreme Court’s 2020 decision in Bostock v. Clayton County, which extended employment non-discrimination protections to LGBT people nationwide. Approximately 11% of LGBT employees of color reported being fired or not hired because of their sexual orientation or gender identity in the last year.
Using survey data collected in May 2021 from 935 LGBT adults in the workforce, researchers examined lifetime, five-year, and past-year discrimination among LGBT employees.
Results show that over half (57%) of LGBT employees who experienced discrimination or harassment at work reported that the unfair treatment was motivated by religious beliefs, including 64% of LGBT employees of color and 49% of white LGBT employees.
“Employment discrimination and harassment against LGBT people remain persistent and pervasive in 2021,” said lead author Brad Sears, Founding Executive Director at the Williams Institute. “Passing the Equality Act would ensure that LGBT people—particularly transgender people and LGBT people of color—are allowed to participate fully in the workplace as well as other public settings.”
- 30% of LGBT employees reported experiencing at least one form of employment discrimination (being fired or not hired) because of their sexual orientation or gender identity at some point in their lives.
- 29% of LGBT employees of color reported not being hired compared to 18% of white LGBT employees.
- 38% of LGBT employees reported experiencing at least one form of harassment (including verbal, physical, or sexual harassment) at work because of their sexual orientation or gender identity at some point in their lives.
- LGBT employees of color were significantly more likely to experience verbal harassment than white employees.
- 36% of LGBT employees of color reported experiencing verbal harassment compared to 26% of white LGBT employees.
- Of employees who experienced discrimination or harassment at some point in their lives, 64% of LGBT employees of color said that religion was a motivating factor compared to 49% of white LGBT employees.
- Half (50%) of LGBT employees said that they are not open about being LGBT to their current supervisor and one-quarter (26%) are not out to any of their co-workers.
- Many LGBT employees reported engaging in “covering” behaviors to avoid harassment or discrimination at work, such as changing their physical appearance and avoiding talking about their families or social lives at work.
- For example, 36% of transgender employees said that they changed their physical appearance and 28% said they changed their bathroom use at work to avoid discrimination and harassment.
Time to dust off your pre-pandemic budget
We can no longer rely on closures to restrict us from spending money
D.C.’s first ‘mostly open’ weekend shows there is a year’s worth of socializing built up. It was amazing to feel the energy of the District roar back to life. From long lines outside bars to literal dancing in the streets – this is the city we all came to love. Now that the physical hangover may have subsided, you should prepare for the financial hangover. If you were lucky to keep your full pay and position through the pandemic, data tells us most of you were paying down debt.
The first thing everyone needs to do is dust off that old pre-pandemic budget. Sadly (or really luckily), we can no longer rely on health restrictions to naturally restrict us from spending. If you need a refresher, start with your post-tax income. From there, subtract ‘fixed’ or required expenses, like rent, and the balance is what you get to play with. Some may ask why I don’t use gross income (aka the before tax income) like many financial institutions do for credit applications. Frankly, it’s because net income (aka the money you actually receive) is the most practical number to budget daily life with. It’s what you can tangibly use to live.
Now as you develop your budget, return to using an app like Mint to take some of the work out of it. If you prefer to retain some level of privacy, many banks offer their own version of ‘spending trends’ that you can use to put together a more simple budget. This time the challenge is a bit different – we are all ‘restarting’ our social lives. So instead of having to ‘cut’ things, we can better prioritize what we actually want to do. Still – it is not easy or fun to have to choose, but every dollar you don’t spend today, will be there for the next rainy day.
Finally, so many of our friends and family lost their jobs or had their wages cut during the pandemic. Expanded unemployment benefits helped, but anyone trying to budget for life in D.C. knows that choices had to be made and often rent/utilities took a back seat to eating. Luckily, a state-run, but federal program will help people pay back rent and utilities, so they can focus on getting back to work. In D.C., this is called StayDC, but each jurisdiction offers a similar program.
Be prepared to do a little homework, you will need proof of income (or lack thereof) and documentation of the late payments. Finally, your landlord will need to complete separate forms, but it is in their best interest to receive those funds, so don’t let them drag their feet. The program will cover back rent to April 2021, three months of future rent, and past utilities. Do not delay, nor feel any shame by participating – this is the key to your long term success and, frankly, is a drop in the bucket compared to other spending priorities.
I hope this helps and I wish everyone a much more fun and prosperous 2021.
Information contained herein is for informational purposes only and should not be considered investment advice or recommendations. Advice may only be provided after entering into an advisory agreement with an advisor.
Alex Graham is a Principal at Graham Capital Wealth Management, a registered Investment Advisor located on K Street.
Gay D.C. business owner to run 100-mile ultramarathon
Brandt Ricca to raise money for Capital Pride, LGBTQ businesses
Brandt Ricca will begin a non-stop 100-mile ultramarathon at 6 a.m. on Oct. 7 while most D.C. residents will still be sipping their morning coffee.
In a year of isolation and economic downturn, Ricca decided to run 100 miles in two days to benefit local, LGBTQ-owned businesses affected by the coronavirus pandemic. Ricca, who’s lived in D.C. for 10 years, is donating the money he raises to the Capital Pride Alliance and Equality Chamber of Commerce, where he has been a member since 2018.
The gay entrepreneur and owner of the D.C.-based business Nora Lee by Brandt Ricca understands first-hand how the ongoing pandemic affects small businesses, particularly LGBTQ-owned companies.
“I definitely want to give back to the community and local colleagues, especially because Capitol Pride has been now canceled two years in a row,” Ricca said.
Out of the funds raised, 90 percent will go towards funding 20 small business grants through the Equality Chamber of Commerce and the remaining 10 percent will go towards supporting Capital Pride Alliance.
Brandt, already an avid runner and self-described “fitness explorer,” decided after crowdsourcing ideas to pursue the 100-mile project. Ricca has been a frequent visitor at the Equinox Anthem Row in D.C. to prepare for the run.
“I was looking to do my next fitness endeavor, at the same time wanting to do something to get back to the fellow business owners in D.C.,” he said.
Applications for the 20 grants of various sizes for LGBTQ businesses are projected to open this summer through the Equality Chamber of Commerce, Ricca said. His goal is to raise $100,000 from individuals and companies. The grants will be distributed in October following the completion of the run.
Equality Chamber of Commerce Vice President Riah Gonzales-King is in the process of developing grants and additional summer educational programming to help young LGBTQ entrepreneurs and students start their businesses.
“So much of the culture centers around these businesses, many of which have been around for decades,” Gonzales-King said. “They’re pillars of the community — their owners are pillars in the community. And I think it’s time that we gave back.”
Helping LGBTQ entrepreneurs specifically at this time is essential, Ricca said, especially entrepreneurs in the creative and hospitality industry.
Ricca began training in February with the help of several exercise experts like Brian Mazza, a New York City fitness entrepreneur who ran 50 miles last December to raise awareness for male infertility stigma. The former Men’s Health headliner is guiding Ricca’s physical training, which has been a near-daily routine. Ricca was inspired by Mazza’s run in the first place.
Ricca reached out to Mazza over Instagram to get his assistance and training.
Mazza said Ricca reaching out over Instagram “meant the world.”
“I believe what he’s doing for his cause is remarkable,” Mazza said. “It’s important. I’m happy that he’s standing up for what he believes in and helping these businesses and helping individuals in general.”
Jacob Zemer, a coach and nutritionist, has designed a daily nutrition program for Ricca to prepare him for the run. Zemer and Mazza have been working together throughout the process to track Ricca’s health and progress.
The two fitness experts work with Ricca multiple times a day to monitor his diet, mileage, heart rate and pace monitoring. Both Mazza and Zemer said Ricca’a training has been successful.
“Brandt’s an excellent individual,” Zemer said. “He’s very easy to work with. He’s highly coachable, he’s a pleasure to talk to every day.”
Pacers Running will be sponsoring and designing Ricca’s 100-mile route throughout the D.C. region. The company is also working with Ricca to design specific shoes for the ultramarathon.
Pacers Running CEO Kathy Dalby won “Best Straight Ally” in the Washington Blade’s 2019 Best of Gay D.C.
“I really wanted someone local who could really guide me on a route,” Ricca said.
Elyse Braner, a community lead at Pacers Running and longtime friend to Ricca, said the local business was excited to collaborate with Brandt because of an alignment of values.
“As a community, inclusivity and diversity is extremely important to Pacers Running,” Braner said. “As a small business, we really appreciated that Brandt wanted to do an event that supported small businesses — specifically LGBTQ businesses.”
Originally an event-planning business, Nora Lee debuted in 2018 on the second annual Allison Gala, a fundraising event benefiting the Triple Negative Breast Cancer Foundation, which Brandt created in memory of a family friend. He’s worked with a range of clients, including the Dupont Circle Hotel and Sotheby’s Real Estate.
Looking back at events on his website, he said he found himself bored with the photography. This led him to focus on creative marketing and decided to pivot his business model at the beginning of the pandemic. Now, Ricca provides photography and video shoots for clients.
“When COVID hit I decided to, like every business owner, I revisited my plan,” he said. “I really enjoyed the creative branding more in the photo shoot. So I decided to pivot strictly to just a full-on creative branding agency.”
The training for the 100-mile run has provided a stable routine for Ricca, which has helped him get through the pandemic, he said. Ricca is planning to create a campaign this summer inviting LGBTQ entrepreneurs to do their version of 100 miles, with the hope it will provide positive stability in their lives as it does in his.
“Obviously, people think I’m crazy for doing this,” Ricca said. “All the uncertainty out there right now – with business, with clients, with whatever; I needed an anchor. Something that was going to be a routine for me that I can control.”
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