Will we see more LGBTQ+ related marketing in SG as conversations become more mainstream?

It has been over a year since section 377A, a law criminalising gay sex, was officially repealed. Since then, we have started to see some pride-related initiatives emerge in the Singapore market.

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For example, fintech company Revolut partnered local non-profit LGBTQ+ organisation Oogachaga to launch a special-edition pride-themed card called the Diversity Card. As part of the offering, consumers could donate a minimum of SG$10 to Oogachacha to obtain a limited-edition card that will feature the colours of the pride flag.

According to Singapore LGBTQ+ movement, Pink Dot, more brands have become open to having conversations about LGBTQ+ sponsorship. "At Pink Dot, we continue to attract sponsorships from a growing number of Singaporean companies," said Clement Tan, a spokesperson for the movement.

"Many of these companies return year after year, demonstrating their ongoing commitment," he said. Some examples are Amici Events and Catering, KCS Medical Group, Straits Wine and The Analog Vault. He explained that while many brands are still evaluating the readiness of the Singaporean market, there is a shifting sentiment.

Tan added:

Contrary to popular belief, this is not necessarily driven by multinationals but local companies who wish to foster a more inclusive corporate culture, and indeed a more inclusive society.

Tan explained that there are already examples of local events and collaborations popping up that didn’t exist in past years such as Pink Fest which recently pulled off a new event, Fashion For All - held in collaboration with the Singapore Fashion Council and Design Orchard. The event showcased the work of local designers and featured models of various ages, ethnicities, sexual orientations, genders, and disability status.

Tan went on to add that to foster greater openness in ad spending in the LGBTQ+ space, brands in Singapore need to be more courageous and not pull back at the first sign of trouble or opposition.

"Ads have the power to spark conversation and normalise LGBTQ+ representation in society. Stakeholders who appreciate seeing these representations should make their voices heard so that the only voices being captured are not just negative ones," he said.

Beyond the moral imperative, there is a strong business case for demonstrating LGBTQ+ inclusivity, whether through consumer ads or corporate communications.

In Tan’s view, consumers and employees are increasingly seeking out brands that are inclusive and treat LGBTQ+ individuals with respect. This desire for inclusivity extends beyond the LGBTQ+ community as people want to work for and support organisations with a clear purpose and a commitment to inclusivity for all minorities.

“It's essential that these commitments are backed up through actions, not just words,” he said, adding:

Companies should recognise this shift and engage more actively with the LGBTQ+ community to ensure they aren’t leaving anyone behind.

True enough, a McKinsey report found that many employees have considered organisations’ inclusiveness while making career decisions, yet almost half of all respondents do not feel very included at their organisations. Most respondents, regardless of their gender, race, ethnicity, gender identity, or sexual orientation, say they encounter barriers to a sense of inclusion.

A sense of inclusion is also strongly linked with employee engagement. Respondents who feel very included are much more likely than others to say they feel fully engaged—that is, excited by and committed to their organisations, said McKinsey.

Navigating tricky Pride marketing

Nonetheless pride marketing can become problematic when brands are only seeing dollar signs and the support for the LGBTQ+ community is not genuine, according to Jamie Nonis, founder of Speqtrum Consulting, a DEI consultancy specialising in LGBTQ+ consultancy.

"I believe that many forward-thinking brands want to do the right thing in terms of embracing LGBTQ+ inclusivity and demonstrating support for the LGBTQ+ community. However, it’s the fear of potential backlash that holds them back," said Nonis who goes by they/them pronouns. Nonis added that brands may have good intentions but things can very quickly go south when a Pride campaign faces backlash by conservative groups, as we have seen in several high-profile global cases such as when Nike named trans TikTok star Dylan Mulvaney its newest paid brand ambassador for its women's line of leggings and sports bras.

"If a brand is considering putting together a Pride campaign, they should first and foremost ensure that support for the LGBTQ+ is woven into their brand and marketing initiatives throughout the year, not just in June. This is one way to avoid being accused of rainbow washing,” Nonis said, adding:

LGBTQ+ marketing should not even be viewed as ‘brand strategy’. It should be a sincere and genuine attempt to engage the community well beyond Pride month.

They added that brands will likely become more open to Pride marketing when more success stories of LGBTQ+ marketing is shown, rather than those that ended in a PR disaster to tip the scale and give brands the confidence to venture into this brave territory.

Taking cues from the powers that be

Nonis also said that when it comes to fostering more openness to push for ad spend in the LGBTQ+ space, it is important for the government to set the example.

"In a conservative Asian society such as Singapore, I believe brands would take their cue from the powers that be and if there was any sort of ‘endorsement’ that conveyed social approval of the otherwise marginalised group, that would certainly shake up the confidence of brands in investing in LGBTQ+ marketing," said Nonis.

Adding to the point, Shufen Goh, principal and co-founder of R3 as well as the president of the Association of Advertising and Marketing Singapore said that while the repeal of Section 377A last year may have paved the way for social recognition of Singapore’s LGBTQ+ community, media and content regulations have not changed since.

"So, while marketers work towards respectfully including the LGBTQ+ community in advertisements, and creating ads that resonate with this community, they have to remain mindful of wider community values and government guidelines that age-gate any homosexual activity," she said.

The risk of investing into a campaign only to have it censored, continues to act as a deterrence to many advertisers, despite the repeal.

Goh explained that brands and consumers have a symbiotic relationship, and advertising is commonly a reflection of current consumers trends. As Singapore’s society expand inclusiveness beyond race and religion, the willingness of brands to invest in creating ads with more diverse representation will also grow.

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