#ExplainIt: What holds HK brands back from putting out LGBTQ+ campaigns?

As we are inching towards the end of Pride Month, the monthlong celebration of LGBTQ+ culture and rights, we have seen quite a number of Hong Kong brands putting out LGBTQ+ campaigns such as Generali Hong Kong and Eaton Hong Kong.

In fact, the proportion of Hongkongers who support protecting the rights of the LGBTQ+ community has risen considerably. According to a survey conducted by the Chinese University of Hong Kong among 1,551 Hongkongers in May 2023, 85% said same-sex couples should have at least some of the rights enjoyed by different-sex couples, compared with 78% in 2017 and 73% in 2013.

In addition, 71% of respondents believe Hong Kong should have legislation to protect against sexual orientation discrimination, with only 6% opposing such laws.

However, the city is still behind other regions of APAC when it comes to supporting the LGBTQ+ community. Most recently, a local LGBTQ group Gay Harmony has cancelled a bazaar to celebrate Pride Month, after the authorities said the organisers had no licence to host the event.

Earlier this year, the Hong Kong government was mulling to take its appeals over housing rights for same-sex couples who married overseas to the city’s top court.

The move came after lower courts in 2020 and 2021 ruled that same-sex couples who got married overseas have equal access to the city’s public housing under two schemes and they have the same inheritance rights as heterosexual couples.

In response to the government's stance towards same-sex marriage, some brands in Hong Kong still remain conservative to roll out LGBTQ+ related marketing campaigns. 

This Pride month, MARKETING-INTERACTIVE has reached out to industry players in Hong Kong to discuss what holds brands back from rolling out more LGBTQ+-related ads, as well as what marketers should take note of if they want to target this group of audiences.

Click on each picture to watch a video!

1. Yvonne Ma, founder and managing director, Eighty20

2. Kenneth Tung, executive creative director, Havas Group Hong Kong

3. Leung Chung, managing partner, creative, Sunny Idea Hong Kong



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