According to the communicator Iran Giusti, founder of the cultural and shelter center for homeless LGBT people Casa 1, in São Paulo, advertising understood the gay man well – but it still needs to improve when it comes to the other letters of our acronym.
In an interview with the advertising channel UOL, Giusti argued that campaigns tend to focus only on white gay men who get married and have children.
“When you talk about LGBT people, you are talking about everyone. Men, women, blacks, whites, Asians, trans people, cis people, from absolutely everyone and all socioeconomic profiles,” she said. “Brands didn’t understand this when we talk about the LGBT movement.”
Giusti also stated that it is necessary to go beyond campaigns: internally, companies need to be diverse and break the bubbles of race, sexual orientation and gender.
Casa 1 recently launched a marketing consultancy service for companies that want to convey a pro-diversity image to the public. See the full interview at UOL.
