In late May, the North Face launched an ad campaign on Instagram featuring drag queen and environmentalist Pattie Gonia. The campaign, which focused on celebrating Pride and exploring nature, became a target for conservative backlash, leading to calls for a boycott of North Face products. This situation reflects a recurring pattern where large corporations face controversy over their marketing efforts that include LGBTQ+ individuals.
In the past, major companies largely ignored queer people or depicted them using stereotypes in their ads. As LGBTQ+ individuals gained more rights in the US, corporations gradually started to include them in their marketing campaigns. Despite the fact that most Americans support same-sex marriage, campaigns featuring queer people still face criticism and vitriol.
Let’s take a closer look at the history of queer representation in advertising to understand how we got to this point.
The Early Years (1970-1990):
After the Stonewall uprising and the first Pride march in 1970, major corporations started to target queer consumers. Alcohol companies like Miller Lite, Budweiser, Coors Light, and Jägermeister were among the first to advertise in regional queer newspapers due to their presence in queer community hot spots. Absolut, a Swedish vodka brand, also joined in by advertising to the LGBTQ+ community in 1981.
During the AIDS epidemic in the 1980s, the risk of aligning with queer consumers was significant, given the isolation and ostracization they faced. However, Absolut’s decision to market to the LGBTQ+ community paid off, and the brand continues to have a strong partnership with GLAAD.
The visibility of LGBTQ+ individuals increased with the inclusion of queer characters in sitcoms like “Ellen” and “Will and Grace.” This, coupled with research showing the spending power of queer populations, encouraged more companies to target this market.
The Rise of “Gay Vague” Advertising (1990-1999):
To appeal to queer consumers while avoiding backlash, companies adopted a strategy known as “gay vague.” These ads included subtle hints that would resonate with LGBTQ+ individuals without being obvious to heterosexual audiences. For instance, Subaru targeted lesbians in their mid-1990s print campaign by using license plates referencing queer culture.
Volkswagen’s commercial, which coincided with the coming-out episode of “Ellen,” showcased two men salvaging an armchair. While queer viewers interpreted the men as a couple, straight viewers saw them as friends or roommates. Volkswagen embraced the interpretation, signaling a shift in advertising.
President Bill Clinton’s declaration of Gay and Lesbian Pride Month in 1999 marked a turning point in queer marketing.
The Rise of the Rainbow (2000-2014):
The 2000s witnessed a shift in cultural attitudes toward queer people. The introduction of the Corporate Equality Index by the Human Rights Campaign and the push for marriage equality created an environment where companies started caring about LGBTQ+ individuals. Major corporations like Nike, Boeing, and Microsoft expressed support for same-sex marriage, and Pride celebrations gained more corporate sponsorship.
Ads began featuring queer individuals as parents, partners, and employees, moving away from using them as punchlines. Amazon’s 2013 ad for Kindle Paperwhite introduced a gay couple using the term “husband” rather than “boyfriend.”
Transgender Inclusion (2015-Present):
The national legalization of same-sex marriage in 2015 broke barriers for companies hesitant to target queer consumers. Social media provided a platform for advertisers to cater to specific audiences, and younger consumers favored inclusive and diverse media. Corporations started publicly expressing their support for queer communities during Pride month through rainbow-themed products and partnerships with queer advocacy groups. Ads also became more diverse, featuring more lesbians and transgender individuals.
Notably, Gillette’s 2019 ad depicted a transgender man being taught to shave by his father, highlighting an important moment in his transition. However, transgender representation in advertising has become contentious due to increasing anti-trans legislation and sentiment.
In conclusion, the journey towards more inclusive advertising has been marked by progress and occasional backlash. Despite the widespread support for LGBTQ+ rights, marketers still face challenges when representing queer individuals. Nevertheless, the evolution of queer representation in advertising reflects societal changes and the growing acceptance of the LGBTQ+ community.
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