November is Trans Awareness Monthfocusing on today, because today is the Transgender Day of Remembrance. Then the victims of transphobic violence are commemorated. Last year, 375 people were murdered (!) because they were transgender. And I’m not even talking about other types of violence, which happen hundreds of times more often. Or that suicide among trans people is 7.7x more common. But let’s keep it light and take a look at transgender people in advertisements. Because there is more happening than you think.
This concerns a small part of the population (about 1%), and these people are not very important as an economic group – and therefore a target group for marketing – especially because they are often economically disadvantaged. However, there are a few reasons to pay attention to this as a marketer, brand or organization. Both in your HR policy and in your marketing and communication. This has been happening more and more in recent years: after years of L&H, it is now the turn of the T (that B still remains somewhat invisible). And let it be again contribute to your operating result!
It’s not that easy…
Last year I wrote an article about ‘Transgenders as a target group’. I was then reprimanded by members of the LGBT community: transgender is a adjective noun, not a noun – so it was considered a designation at the level of ‘blondes’. I then had this adjusted in the article, but this was no longer possible in the title ‘due to SEO’. Well, I learned from it. By the way, it was also up Wikipedia often incorrectly stated: I made 19 changes on that page.
This year I described in ‘TRANSPARENCY‘ that it is not all that simple, also because of the ‘Alphabet soup‘in’Pronouns‘. And if it’s complicated for me as an ‘expert’, it certainly is for my fellow marketers who don’t belong to the community: most of you.
Attention for transgender people
In my research I developed the following formula: Representation -> visibility -> normalization -> tolerance -> acceptance -> respect. This means that using transgender actors or models contributes to this ‘customer journey’. Once we arrive at tolerance, it should also contribute to the reduction of violence. However, tolerance is a nasty phase that we should skip as quickly as possible.
For Millennials and Gen Z in particular, the image of a company is perhaps even more important than the product: both to become – and remain – a customer and to work there.
So it’s a change, especially this month attention. DE&I starts with HR policy, which is the 1e phase. Not long ago, my current client KPN explicitly laid down the care, attention and leave options for transgender employees. If they go through the transition (and this currently applies to no fewer than 5 colleagues) they do not have to take sick leave, but a ‘transition leave’ is provided. This immediately gives the theme a different meaning: you are not sick, but we help you to become yourself! There is also advice and guidance for both these employees and their colleagues, who will probably also have to get used to the situation.
Furthermore, attention can be given in marketing, that is the 3e phase of DE&I (the 2e is Supplier diversitybut I’ll skip that here). This mainly happens in ATL expressions where videos are the most striking. A few examples.
1. Beyond the Rainbow – H&M
A brand that has been committed to the rainbow community in a respectful and relevant way for years is H&M. In 2021 they let superstar Mj Rodriguez (Pose, Loot) speak in the campaign ‘Beyond the Rainbow’. She knows how dangerous and difficult it can be to be a trans woman. That’s why she leads the charge to fight for progress, protection and freedom. This is her story Beyond the Rainbow.
“I’m really proud of the way this campaign is bringing the LGBT+ community together and telling all these different but so important stories of pride. It is directly aligned with our core values and summarizes our social vision for everyone at H&M and beyond to live the life they want, express who they are and be the best they can be,” said Pascal Brun, Sustainability Manager of H&M.
Through this campaign, a donation of $100,000 was made to the United Nations Free & Equal Campaign, which is committed to equal rights and fair treatment of the global queer community. And this is how you make a communication expression of diversity credible.
2. The Many Voices of Pride – Uber
Despite all the situations – especially in Amsterdam – the much-discussed taxi company Uber received a 9 from me their global efforts in the field of Marketing the Rainbow.
In 2019, Uber partnered with PinkNews to… Many Voices of Pridecampaign to launch. The campaign goes much further than showing the well-known six-colored rainbow flag. There are stories from employees and passengers, and many different LGBT+ flags are used, including – will you contribute? – agender, asexual, bisexual, homosexual, gender fluid, genderqueer, intersex, lesbian, non-binary, pansexual, polysexual, black pride and of course the transgender flag. You can get the shorts from that see hereand this is the campaign video:
These stories could be seen all month long on Uber’s special blog page, on the app and on social media. The stories were also ‘packaged’ on more than 100 Jump bikes, Uber’s newly launched electric bikes, in London.
3. Classes for Confidence – Sephora
Personal care is perhaps even more important for trans people than for others, and hair care, for example, receives a lot of attention. Pantene thought so too and created some beautiful and controversial campaigns, especially in Asia. The same goes for makeup.
Sephora is a French brand of care and beauty products. In 2016 they launched free in-store Classes for Confidence for ‘those going through a major life transition’: next to Brave Beauty in the Face of Cancer also Bold Beauty for the Transgender Community and Workforce. The options, tips, products and attention that Sephora provided enormously strengthened the self-confidence of the trans community. But it is also to the brand’s credit that they give their attention and expertise to other ‘difficult minorities’.
The campaign continued in the following years, receiving much praise from the community and beyond. Sephora is a brand that has been doing rainbow marketing for years, for example in collaboration with Marc Jacobswhere significant donations are also made to charities.
The T in the spotlight
The attention for the trans community, a few times a year, is long overdue. And although it is a small group that many people will not interact with, it is important to include them in the journey from representation to respect. It’s their turn to be in the spotlight. And more brands should include this in their diversity ‘checklist’.
Source: www.frankwatching.com
