Connect with us

Politics

Unprecedented times for companies facing anti-LGBTQ backlash

Experts weigh in on how firms should respond during Pride month and beyond

Published

11 months ago

on

(Photo by Jonathan Weiss/Bigstock)

The precipitous rise of anti-LGBTQ sentiment in America has increasingly put corporate allies in the crosshairs of fraught culture war battles, creating unprecedented challenges for firms as they navigate business decisions during Pride month.

Concerns follow recent cases in which Target Corp. and Anheuser-Busch InBev suffered financial and reputational damage – first, when their outreach to LGBTQ customers provoked backlash, and again when the companies backed down in response to their anti-LGBTQ critics.

How should firms approach Pride month promotions in a climate where even the most minor or anodyne move can inspire right-wing calls for boycotts, or even threats of violence? What obligations do companies have to their LGBTQ customers, many of whom have long objected to brands’ tendency to offer performative demonstrations of support for the community to boost their sales in June?  

Three experts spoke to the Washington Blade to address these and other questions.

Andrew Isen is founder and president of WinMark Concepts, a firm that provides marketing services targeting LGBTQ audiences and customers, primarily for large publicly traded companies. Todd Evans is president and CEO of Rivendell Media, a firm that coordinates and manages advertising and marketing campaigns that are run in LGBTQ media. And Jack Mackinnon is senior director of cultural insights at Collage Group, a consumer research firm whose customers include many of the world’s biggest and best-known brands.

Anti-LGBTQ backlash is real and difficult to predict

False claims on social media that an item in Target’s seasonal Pride collection – a “tuck-friendly” swimsuit – was offered in children’s sizes led to in-store confrontations that prompted the retailer to respond by moving merchandise to the back of stores and off the floor in some rural southern locations.

The controversy illustrates the unpredictability and arbitrariness of online flare-ups targeting individual companies, often driven partially or entirely by misinformation, the sources agreed.

“We are literally jumping from crisis to crisis to crisis,” Isen said, adding “we are in uncharted territory” where companies are “unable to foretell on an hourly basis what will blow up on social media,” and responding effectively is made more difficult when the claims at issue are “patently untrue.”

As a result, “there is a real reticence to move forward” on outreach to the LGBTQ community “until things work themselves out,” Isen said. Companies are now struggling with balancing their obligations to LGBTQ customers and their corporate shareholders, he said.

Evans said part of the problem is proportionality. Pressures from a small and vocal contingent of anti-LGBTQ consumers are amplified by unregulated social media platforms, he noted.

For example, he said, “One Million Moms,” a division of the American Family Association that is known for demanding boycotts against companies that have embraced the LGBTQ community, only has a few thousand Twitter followers.

Isen and Evans said that while brands have long been attacked for publicly embracing the LGBTQ community, the controversy over Bud Light’s social media spot featuring transgender influencer Dylan Mulvaney marked a tipping point because of the resulting harm to parent company Anheuser-Busch’s bottom line.

Negative ramifications would have been thwarted, Isen said, had the company not reacted with a defensive posture by issuing a statement that “we never intended to be part of a discussion that divides people.”  

“There’s no PR professional that would have recommended” Anheuser-Busch respond in the way that it did, agreed Evans.

To the extent that firms can anticipate when they may encounter anti-LGBTQ backlash, the sources agreed it is generally directed at the transgender community and anything involving minors – as seen in the rise in attacks against all-ages drag performances, for instance, and legislation targeting the rights of trans Americans, especially youth.  

Evans said transphobia is part of a broader reactionary moment in American politics that presents a threat to the entire LGBTQ community and “anybody else who is different.” Isen noted the political climate has been defined by a right-wing crusade against “wokeness” led by the likes of Florida’s Republican Gov. and 2024 presidential contender Ron DeSantis.

Mackinnon, however, said the anti-trans backlash is distinct. “Other LGBTQ+ issues like gay marriage are not very controversial” from a marketing and advertising perspective, but there has been a shift in recent years as “people starting to think about transgender issues on a higher level,” he said.

Misinformation can be weaponized and exploited to a greater extent when it concerns gender issues about which many Americans are still unfamiliar, Mackinnon said.

Brands can mitigate risks by engaging thoughtfully with their LGBTQ customers

As they approach any business decision concerning advertising or outreach to the LGBTQ community, the sources agreed the Bud Light dustup may offer important lessons for companies moving forward into Pride month and beyond.

When the beermaker approached Mulvaney, “the decision to engage her was done for business reasons,” Isen said, as the company saw a valuable opportunity to tap into a broader market of young potential customers. The influencer “has a demographic following that fit perfectly into a market expansion opportunity for the brand that was in double digit decline.”

The company’s response, he said, was a problem because Anheuser-Busch seemed to characterize its work with Mulvaney as, instead, a cultural outreach effort – which rang insincere and “alienated the entire LGBTQ community, bar owners in the trade, and consumers.”

“Had they stood firm and said, ‘we made a calculated business decision to engage this social influencer as we have thousands of other social influencers,’ it would have been a different story,” Isen said.

Anheuser-Busch’s major miscalculation was failing to build a relationship with its LGBTQ customers who might otherwise be inclined to forgive the company’s decision to back down to pressure from anti-trans extremists “with its delayed response and then a really unthoughtful response,” Evans said. Engendering goodwill with the community is crucial, he said.

“This is a brand that was not necessarily known for [LGBTQ] outreach in their marketing,” Mackinnon said, “so when they partnered – in a very small way, by the way – and dabbled in a partnership with [Mulvaney], that caught some people by surprise, potentially, and they put themselves in an awkward position to explain what it was that they were doing.”

As a result, he said, for many people Anheuser-Busch’s business decision to work with Mulvaney seemed insincere or opportunistic.

Mackinnon said consumer research indicates that young people, especially, are inclined to research individual companies to assess the extent to which their support for inclusivity is sincere and baked into their corporate governance, rather than performative and motivated entirely by profit chasing.  

As an example, Mackinnon pointed to cases where, following the murder of George Floyd, firms expressed their support for the Black Lives Matter movement, only to face criticism when customers discovered the lack of diversity in their boards of directors.

“Brands should be thinking about not [just] what should my campaign be for this June, but where do we want to be in terms of building trust six months from now, a year from now, five years from now,” Mackinnon said.

“Most of that work is quiet and under the surface and behind the scenes, and it is essential for building a platform and a framework and a foundation to have any other effective types of campaigns,” he said.

Part of this strategy should also include clear and consistent messaging on online platforms, which Mackinnon said can act as an effective bulwark against the spread of misinformation targeting companies.

“A brand that is investing in transgender, LGBTQ+ consumers,” he said, must “be ready to know how to explain [those investments] and how to combat that misinformation” with quick, simple responses provided in real time.

Used properly, Mackinnon said, social media can be an effective tool for firms to build trust – allowing for opportunities to engage in discussions and storytelling in a conversational fashion not afforded by other forms of corporate communication.

The ascendency of transphobia and anti-LGBTQ sentiment comes as Americans’ faith in institutions – politics, traditional media, scientific and medical expertise – continues to plummet.

These conditions have primed consumers to “look to brands to speak to these issues,” Mackinnon said, “not to, like, heal the world, but to operate as influencers on the issues that are front-of-mind for people.”

Companies might, then, see not just a set of challenges but also valuable opportunities for LGBTQ outreach during Pride month. Acting thoughtfully, these firms might maximize their market caps for the month of June without alienating their LGBTQ customers while also, potentially, helping to facilitate a world in which more Americans might be down to have a beer with a trans neighbor or bring their kids to a drag performance.

Related Topics:
Advertisement
FUND LGBTQ JOURNALISM
SIGN UP FOR E-BLAST

Politics

After Biden signs TikTok ban its CEO vows federal court battle

“Rest assured, we aren’t going anywhere,” CEO said

Published

3 days ago

on

April 24, 2024

By

TikTok mobile phone app. (Screenshot/YouTube)

President Joe Biden signed an appropriations bill into law on Wednesday that provides multi-billion dollar funding and military aid for Ukraine, Israel, and Taiwan after months of delay and Congressional infighting.

A separate bill Biden signed within the aid package contained a bipartisan provision that will ban the popular social media app TikTok from the United States if its Chinese parent company ByteDance does not sell off the American subsidiary.

Reacting, TikTok CEO Shou Zi Chew said Wednesday that the Culver City, Calif.-based company would go to court to try to remain online in the U.S.

In a video posted on the company’s social media accounts, Chew denounced the potential ban: “Make no mistake, this is a ban, a ban of TikTok and a ban on you and your voice,” Chew said. “Rest assured, we aren’t going anywhere. We are confident and we will keep fighting for your rights in the courts. The facts and the constitution are on our side, and we expect to prevail,” he added.

White House Press Secretary Karine Jean-Pierre adamantly denied during a press briefing on Wednesday that the bill constitutes a ban, reiterating the administration’s hope that TikTok will be purchased by a third-party buyer and referencing media reports about the many firms that are interested.

Chew has repeatedly testified in both the House and Senate regarding ByteDance’s ability to mine personal data of its 170 million plus American subscribers, maintaining that user data is secure and not shared with either ByteDance nor agencies of the Chinese government. The testimony failed to assuage lawmakers’ doubts.

In an email, the former chair of the House Intelligence Committee, U.S. Rep. Adam Schiff (D-Calif.), who doesn’t support a blanket ban of the app, told the Washington Blade:

“As the former chairman of the House Intelligence Committee, I have long worked to safeguard Americans’ freedoms and security both at home and abroad. The Chinese Communist Party’s ability to exploit private user data and to manipulate public opinion through TikTok present serious national security concerns. For that reason, I believe that divestiture presents the best option to preserve access to the platform, while ameliorating these risks. I do not support a ban on TikTok while there are other less restrictive means available, and this legislation will give the administration the leverage and authority to require divestiture.”

A spokesperson for U.S. Sen. Alex Padilla (D-Calif.) told the Blade: “Senator Padilla believes we can support speech and creativity while also protecting data privacy and security. TikTok’s relationship to the Chinese Communist Party poses significant data privacy concerns. He will continue working with the Biden-Harris administration and his colleagues in Congress to safeguard Americans’ data privacy and foster continued innovation.”

The law, which gives ByteDance 270 days to divest TikTok’s U.S. assets, expires with a January 19, 2025 deadline for a sale. The date is one day before Biden’s term is set to expire, although he could extend the deadline by three months if he determines ByteDance is making progress or the transaction faces uncertainty in a federal court.

Former President Donald Trump’s executive order in 2020, which sought to ban TikTok and Chinese-owned WeChat, a unit of Beijing-based Tencent, in the U.S., was blocked by federal courts.

TikTok has previously fought efforts to ban its widely popular app by the state of Montana last year, in a case that saw a federal judge in Helena block that state ban, citing free-speech grounds.

The South China Morning Post reported this week that the four-year battle over TikTok is a significant front in a war over the internet and technology between Washington and Beijing. Last week, Apple said China had ordered it to remove Meta Platforms’s WhatsApp and Threads from its App Store in China over Chinese national security concerns.

A spokesperson for the ACLU told the Blade in a statement that “banning or requiring divestiture of TikTok would set an alarming global precedent for excessive government control over social media platforms.”

LGBTQ TikToker users are alarmed, fearing that a ban will represent the disruption of networks of support and activism. However, queer social media influencers who operate on multiple platforms expressed some doubts as to long term impact.

Los Angeles Blade contributor Chris Stanley told the Blade:

“It might affect us slightly, because TikTok is so easy to go viral on. Which obviously means more brand deals, etc. However they also suppress and shadow ban LGBTQ creators frequently. But we will definitely be focusing our energy more on other platforms with this uncertainty going forward. Lucky for us, we aren’t one trick ponies and have multiple other platforms built.”

Brooklyn, N.Y.,-based gay social media creator and influencer Artem Bezrukavenko told the Blade:

“For smart creators it won’t because they have multiple platforms. For people who put all their livelihood yes. Like people who do livestreams,” he said adding: “Personally I’m happy it gets banned or American company will own it so they will be less homophobic to us.”

TikTok’s LGBTQ following has generally positive experiences although there have been widely reported instances of users, notably transgender users, seemingly targeted by the platform’s algorithms and having their accounts banned or repeatedly suspended.

Of greater concern is the staggering rise in anti-LGBTQ violence and threats on the platform prompting LGBTQ advocacy group GLAAD, in its annual Social Media Safety Index, to give TikTok a failing score on LGBTQ safety.

Additional reporting by Christopher Kane

Continue Reading

Politics

Smithsonian staff concerned about future of LGBTQ programming amid GOP scrutiny

Secretary Lonnie Bunch says ‘LGBTQ+ content is welcome’

Published

5 days ago

on

April 22, 2024

By

Lonnie G. Bunch III, secretary of the Smithsonian Institution, appears before a Dec. 2023 hearing of the U.S. Committee on House Administration (Screen capture: Forbes/YouTube)

Staff at the Smithsonian Institution are concerned about the future of LGBTQ programming as several events featuring a drag performer were cancelled or postponed following scrutiny by House Republicans, according to emails reviewed by the Washington Post.

In December, Secretary Lonnie G. Bunch III appeared before a hearing led by GOP members of the Committee on House Administration, who flagged concerns about the Smithsonian’s involvement in “the Left’s indoctrination of our children.”

Under questioning from U.S. Rep. Stephanie Bice (R-Okla.), Bunch said he was “surprised” to learn the Smithsonian had hosted six drag events over the past three years, telling the lawmakers “It’s not appropriate to expose children” to these performances.

Collaborations with drag artist Pattie Gonia in December, January, and March were subsequently postponed or cancelled, the Post reported on Saturday, adding that a Smithsonian spokesperson blamed “budgetary constraints and other resource issues” and the museums are still developing programming for Pride month in June.

“I, along with all senior leaders, take seriously the concerns expressed by staff and will continue to do so,” Bunch said in a statement to the paper. “As we have reiterated, LGBTQ+ content is welcome at the Smithsonian.”

The secretary sent an email on Friday expressing plans to meet with leaders of the Smithsonian Pride Alliance, one of the two groups that detailed their concerns to him following December’s hearing.

Bunch told the Pride Alliance in January that with his response to Bice’s question, his intention was to “immediately stress that the Smithsonian does not expose children to inappropriate content.”

“A hearing setting does not give you ample time to expand,” he said, adding that with more time he would have spoken “more broadly about the merits and goals of our programming and content development and how we equip parents to make choices about what content their children experience.”

Continue Reading

Politics

Survey finds support for Biden among LGBTQ adults persists despite misgivings

Data for Progress previewed the results exclusively with the Blade

Published

1 week ago

on

April 18, 2024

By

Former President Donald Trump and President Joe Biden (Washington Blade photo by Michael Key)

A new survey by Data for Progress found LGBTQ adults overwhelmingly favor President Joe Biden and Democrats over his 2024 rival former President Donald Trump and Republicans, but responses to other questions may signal potential headwinds for Biden’s reelection campaign.

The organization shared the findings of its poll, which included 873 respondents from across the country including an oversample of transgender adults, exclusively with the Washington Blade on Thursday.

Despite the clear margin of support for the president, with only 22 percent of respondents reporting that they have a very favorable or somewhat favorable opinion of Trump, answers were more mixed when it came to assessments of Biden’s performance over the past four years and his party’s record of protecting queer and trans Americans.

Forty-five percent of respondents said the Biden-Harris administration has performed better than they expected, while 47 percent said the administration’s record has been worse than they anticipated. A greater margin of trans adults in the survey — 52 vs. 37 percent — said their expectations were not met.

Seventy precent of all LGBTQ respondents and 81 percent of those who identify as trans said the Democratic Party should be doing more for queer and trans folks, while just 24 percent of all survey participants and 17 percent of trans participants agreed the party is already doing enough.

With respect to the issues respondents care about the most when deciding between the candidates on their ballots, LGBTQ issues were second only to the economy, eclipsing other considerations like abortion and threats to democracy.

These answers may reflect heightened fear and anxiety among LGBTQ adults as a consequence of the dramatic uptick over the past few years in rhetorical, legislative, and violent bias-motivated attacks against the community, especially targeting queer and trans folks.

The survey found that while LGBTQ adults are highly motivated to vote in November, there are signs of ennui. For example, enthusiasm was substantially lower among those aged 18 to 24 and 25 to 39 compared with adults 40 and older. And a plurality of younger LGBTQ respondents said they believe that neither of the country’s two major political parties care about them.

Continue Reading
Advertisement
Advertisement

Sign Up for Weekly E-Blast

Follow Us @washblade

Advertisement

Popular