Even if social good is your purpose, you can’t help the entire community at the same time. Intersectionality is the opposite of stereotyping; it’s authenticity in and of itself, rather than authenticity being a buzzword for a preset cast of characters that fit the right aesthetic. Knowing that we need to start specific, intersectionality has to take on a new meaning for LGBTQ+ work.
Intersectionality means mapping subcultures
Find the ability to push past “mainstream gay” stereotypes like glitter and coastal focus. Connect with different stages of life, alternative expression and locations where queerness moves and looks different. Have you explored and mapped queer subcultures to understand the spectrum of identities and individuals that my brand could establish an honest relationship with—to assertively build something together?
To start, consider the Gen Z goth lesbian, the elders of the Act Up and Silence=Death activist groups, the millennial trans nonbinary academic, the Gen X bisexual, the Black pansexual drag queen. All of these are real, vital and essential members of the queer community. Determine which subculture is most relevant to the value you provide.
Intersectionality means commitment
Assert commitment to building equity year-round, rather than just for a Pride event. Invest in human insight and labor to craft and refine connective messaging, rather than relying on algorithms and media placement.
When queer culture, language and expression are evolving at light speed, understanding and participating in daily cultural conversations requires time, resources and constant care. Balance this against $3.9 trillion in purchasing power and outsized influence in culture overall, and honestly, why wouldn’t you make that investment?
Collaborate around and document the personal commitment to stay the course. Enlist internal allies. Challenge the “Yes, but” and keep progressing rather than bending to and flip-flopping with political headwinds. What does commitment look like to you, especially in the face of inevitable adversity?
Intersectionality means intentional progress
Being progressive in your message in the precise name of the game in intersectional marketing. Rather than pandering to the mainstreaming of (appropriated) language—yassss, slay, hunty—or casting a good-looking white gay man, or a skinny, fashionable Drag Race queen, or making everything pink or rainbow, where can you actually express queer joy?
Shine light on an everyday human need from a queer lens. That means placing a big bet like Nike and Colin Kaepernick. It’s a commitment not just to our celebrations but—like most good marketing—to our challenges too. Did you know LGBTQ+ folks are more likely to have sleep issues? Who is going to make intentional changes in the mattress and sleep hygiene industries to make sure the people with more trouble sleeping are an inspiration for solutions?
