Educating Businesses And Brands On How To Authentically Market To 2SLGBTQI+ Audiences

Written By: Jumol Royes

Providing a safe and supportive environment for organizations to learn how to connect and engage with Canada’s 2SLGBTQI+ communities. That’s the goal of a new program from Elevate Media Group, a full-service creative agency and publisher of Canada’s leading 2SLGBTQI+ digital publication, IN Magazine, that educates businesses and brands on authentic marketing to 2SLGBTQI+ audiences not just during Pride Month, but year-round.

The Elevate WithIN corporate partners program shows organizations how to deepen their engagement and relationships with 2SLGBTQI+ stakeholders and publics while learning alongside other corporate partners who are committed to diversity, inclusion and representation in marketing.

Once enrolled in the program, members have access to exclusive invitations to VIP events and networking opportunities that connect them with 2SLGBTQI+ community leaders, influencers and other partners; educational workshops where they learn best and promising practices for marketing to 2SLGBTQI+ consumers, how to create campaigns that resonate, how to go beyond Pride and cultivate relationships with 2SLGBTQI+ communities 365 days a year and insights into emerging trends, issues and opportunities; and curated newsletters featuring the latest 2SLGBTQI+ marketing trends and resources.

Invitations to join the program are extended based upon a demonstrated commitment to 2SLGBTQI+ community engagement and a willingness to actively participate in program activities. This selective approach helps ensure that the network remains dedicated, focused and productive.

“Elevate WithIN aims to create an intimate and unparalleled experience that supports an organization’s business objectives while championing authentic and meaningful engagement with 2SLGBTQI+ communities,” says Benjamin Chafe, Elevate Media Group’s vice-president of development. Chafe also shares his advice on how to market to 2SLGBTQI+ audiences.

1. Discover Your Purpose
   Do your research (e.g., surveys, focus groups and town halls) so you understand what 2SLGBTQI+ communities need and value, then find the connection by identifying how your company’s product or service can genuinely benefit them.
2. Establish Your Presence Beyond Pride Month
   Engage with 2SLGBTQI+ communities year-round and make sure your support isn’t limited to Pride Month, including campaigns, donations and sponsorships. It’s important to keep the conversation going throughout the year to demonstrate your ongoing commitment. Consistent dialogue is key.
3. Consider Internal Inclusivity
   Turn your gaze inward and look inside your organization to see if your workplace is inclusive and reflective of diverse 2SLGBTQI+ communities. Internal (and external) representation matters and there needs to be internal and external alignment. Your external support should mirror your internal policies and practices. Consider hiring outside experts to help create a more inclusive working environment.
4. Think About The 2SLGBTQI+ Story
   Acknowledge, appreciate, understand and celebrate the unique history of 2SLGBTQI+ communities in Canada. Use authentic and integrated storytelling to represent the diverse and intersectional lived experiences of 2SLGBTQI+ community members.

Whether your organization is new to working with 2SLGBTQI+ communities or has a long-standing history of support, it’s essential that your team be educated on how to market to 2SLGBTQI+ audiences in an authentic way.

For Patricia Salib, president of Elevate Media Group and publisher of IN Magazine, authentic 2SLGBTQI+ marketing supports a greater mission.

“We have the power to use our resources for good and define success as elevating 2SLGBTQI+ communities and our corporate partners by aligning their objectives,” she maintains. “A win-win for brands and the communities they serve.”

About Elevate Media Group and IN Magazine: Elevate Media Group is a full-service creative agency that helps brands and the communities they serve through authentic marketing grounded in purpose, with a focus on 2SLGBTQI+ communities. IN Magazine is Canada’s leading 2SLGBTQI+ digital publication, website and community platform celebrating Canada’s 2SLGBTQI+ communities.