​LGBTQIA+ influencers and activists are highly influential contacts who have nurtured loyal, trusting, and dedicated audiences. As these activists pioneer to change society, so does the incentive for brands to get involved in the movement. Varying across markets, over the months of June, July, and August, a multitude of campaigns and products are launched by lifestyle brands to celebrate Pride Month. However, consumers are becoming more and more aware of the intentions and actions behind brands; as companies incorporate Pride branding into their campaigns, so does the backlash for those who do so inauthentically, and with no intention of actually supporting the LGBTQIA+ community. 

VOCAST has interviewed three incredible industry insiders working in the activist and lifestyle space. They have highlighted the impact and benefits of brands working within the community, and also shared advice and suggestions on how brands should work authentically and effectively with LGBTQIA+ influencers not only during Pride Month but all year round. 

Brands that embrace their uniqueness and understand their powerful position are indispensable for helping communities. Utilizing a brand’s access to markets and large, diverse populations opens the door to creating campaigns that spark interest and encourage conversations through inclusive marketing campaigns. As Benjamin tells us, “using corporate influence to make broader changes is where companies can be truly helpful.”

The LGBTQIA+ community is not only vast, it is loyal. Activists and influencers in the community have the ability to reach audiences who truly trust their opinions because they understand their consumer demands on a highly personal level. Working with activists during Pride Month, as Charlie says, is not only just smart business, it’s the right thing to do. She explains how Pride branding is a recent phenomenon: 

« To have global brands coming out now and saying “we’re on your side” and to see them be pro LGBTQIA+ is huge especially when you remember a time when it wasn’t like that. »

Brands can be intimidated during Pride Month, some have been openly critiqued by the community for their branding strategy. When a campaign flops, Charlie says that it is easy to tell that no one from the community has been behind the marketing story. She advises brands to think about the diversity in front of the camera and behind it, understand the diversity within the letters: LGBTQIA, and take a permanent stance on issues. Mikko further explains that branding should always be authentic and that all support is welcome because, with more visibility, we are able to move towards a more inclusive world. He says that Pride is a time when people who are not part of the community can learn something, and by brands participating in the conversation, wider audiences are reached and opinions can be changed. By booking LGBTQIA+ talents, brands bring more opportunities directly to the community. Nevertheless, he says:

« Utilising pride month in brand strategies should never only be about thriving more sales or uplifting the brand image. »

Mikko explains that it is unethical to work with LGTBQIA+ talents only during Pride Month and forget about them for the other 11 months of the year:

« If you really want to support the community, do it all year round and book people for their talent and not just for their sexual orientation or identity. »

Charlie tells us the same thing: “We need you all year, not just for a month”, she says. She feels that pride campaigns, in general, are positive and show that a brand is on the right side of history, but it is much more empowering for the community to see themselves advertised not just for pride, but in any campaign, any time of year. She also explains the importance for brands to not bring in people from the community as an act of tokenism:

« It will be nice when I can do a campaign and it’s not even note-worthy that a trans person was included, thats what will feel equal and that’s the goal. »

A key thought to incorporate during any marketing campaign is that Pride Month and support of the LGBTQIA+ community is multifaceted as its members; there is no one cause to support, but rather a myriad of issues that affect each subgroup differently. Simply focusing on the overarching “rainbow” will often cause individual issues to be overlooked. Understanding the specific areas within the community can often prove more authentic and concrete when intending to lend support for change.

Authentic support is also deeper than marketing and branding. Benjamin explains that Pride branded products themselves are not a problem, “as long as corporations give authentic support to the LGBTQIA+ community and change internal policies”. He says that companies must, at the very least, have corporate policies to ensure that management supports a safe and supportive environment for employees. A brand’s own LGBTQIA+ employees must be supported and involved in a healthy work culture in order to not only be authentic when reaching out to outside communities but to be successful. Mikko also explains that support should be seen in all layers of the company, not just in the end result of a marketing or social media campaign:

« Look at the production teams, PRs, and creative teams. If everyone looks the same, something is wrong. »

In a time of brand transparency and interest, consumers are much more involved in the companies they choose to buy from. Studies show that over 50% of Millennials, the current largest consumer group, say that they are not only more likely to support a brand after seeing an “equality-themed ad”, but are also more likely to choose them over their competitors. Moreover, that financial incentives continue to grow: the LGBTQ+ community has a combined buying power of $3.7 trillion globally.

Benjamin explains that consumers are demanding more actions from corporations on the theme of equality, as well as other CSR-related themes such as climate and environment. He says that consumers are getting more critical and corporations need to go deeper than just rainbow packaging:

« Consumers have a critical eye on the companies that they buy from, which pressures companies who are rainbow washing. So, companies’ branding has been taken advantage of pride month, but we see a drastic change, where performing rainbow washing will backlash on companies. »

Benjamin explains that rainbow washers will profit from symbolic support for the communities without contributing to the LGBTQIA + fight through funding, networking, changing policies, or activism. Rainbow washing has far-reaching impacts. It’s damaging, he tells us, because it misleads well-intentioned people into thinking they’re supporting the LGBTQIA+ community when in reality they’re filling the pockets of greedy corporations. He says that the misuse of the Pride flag has had a watering down effect on Pride as an event:

« In some people’s minds, Pride has become more about brand deals, sponsorships and celebrity appearances, rather than supporting queer voices and raising awareness for LGBTQIA+ issues. »

Moreover, any budget used by corporations to fulfill this often performative branding uses funds that would make a substantial difference otherwise. These funds could be applied to either supporting LGBTQIA+ nonprofits, or simply turned towards improving a company’s own culture and ensuring that their own LGBTQIA+ employees are supported. In other words, it can in fact remove opportunities for authentic allyship. This is not to say that small steps are not significant, research by GLAAD and Proctor & Gamble shows that inclusive media images and advertising lead to greater acceptance and understanding of the LGBTQIA+ community which is still a positive change. 

Mikko tells us that when finding the line between support and commodification, it’s about understanding people as individuals and more than a sexuality or identity. He explains the importance of listening more, and learning more:

« Invest in diversity and inclusion workshops for companies. In my opinion, close-mindedness comes often from a lack of information. »

Benjamin says that when a brand swaps its social media avatar to a rainbow version in June or otherwise shows some support, it has to reflect whether its ads feature the community year-round, whether it hires LGBTQIA+ employees, puts them in leadership positions, and whether the brand actually supports the community with resources and internal policies.

Charlie explains that brands should not create a collection for Pride Month if the profits are not contributing to the community. When defining the difference between support and commodification, she asks brands to remember what Pride Month means:

« It’s not just a celebration and a party. Pride started as a protest, a riot against the police. If you’re going to be monotizing off of that, you need to pay into the community. »

Mikko also encourages brands to find diverse people in the LGTBQIA+ community and listen to them, “you can have a brief but this is the time to give creative freedom” he says. He also advises that brands make sure they have LGBTQIA+ people in their own team or even consult someone, when planning campaigns:

« Being authentic, in my opinion, is the best pride strategy to celebrate the freedom to be who you are with no limits. Selling products shouldn’t be the main goal or focus. »

Olivia is the US Lifestyle Researcher at VOCAST. She received her degree in PR and Communications from Rutgers University, and has worked in Lifestyle and Fashion PR. 

Interview with Tonja Folkvard – Editor-in-Chief of Hytteliv 

Tonja Folkvard is the Editor-in-Chief of Hytteliv, Norway’s leading magazine about cabin interiors. With her extensive experience and expertise within the field, she has highlighted what trends and needs currently characterize the market of the Norwegian cabin interior, as well as how this is reflected in the magazine. (Picture credit: Caroline Roka)

Interview with Ellen Schwick – Influencer and Cabin owner in Salzburg, Austria.

The “Hütte am Wald” cabin run by Ellen Schwick lies in the beautiful area of Salzburg, Austria. The owner, Ellen, has given us an exclusive insight into how she works as a content creator and nano-influencer. She also tells us about what interior pieces are especially worth mentioning and what she thinks sets alpine influencers apart from other interior content creators. 

Entrepreneurs with a large following on both their business and personal accounts are excellent brand ambassadors. Their business savvy outlook influences the market, as they create new products that consumers are looking for. Moreover, their followers are loyal to them because they trust them not only as professionals but because of their unique voice and personal style. 

To celebrate International Women’s Day, VOCAST sat down to talk to three incredible international female entrepreneurs. They have shared their expert insight with us about everything from collaboration work, marketing tips, and their visions for change. These women, like so many entrepreneurs, are actively breaking down barriers and creating space for something exciting and new.

Entrepreneurs are beneficial for established brands to work with because they represent the newness and passion within the industry. Edwina explains this passion, telling us: “I come from a family of entrepreneurs, so it’s in my blood I think. As a consumer, I was having such a hard time finding nude colors of lipstick for myself, and my friends shared the same agony. So I just decided, you know what, I’m going to do it!” 

Stina talks to us about what influence is to her, and how can mean different things:

« It can be influence through reach, capital, power, or brand. In business, I have influence on my team being co-founder, and I hope to influence the beauty industry with the power of MANTLE’s brand and what we stand for. »

Emily has a large influence and she tells us how her goal on her personal account, and her business account, is to make a difference in the world: “That is what I’ve always wanted to do in general. I’ve always wanted to make an impact, even in the smallest way. Whether it’s self-care or slow living – whatever it is, I would really like to think that I can make a small mark on other lives.” 

She explains how entrepreneurs stand out from other influencers. For her, she can offer to create content for her personal brand at a hinter space:

« In a way, I’m leveraging the brand as well and I think it sets me apart from someone else. When I work with a brand, I can offer this really beautiful space to create the content in. »

She tells us how, because of her business,  her aesthetic is trusted by brands, as it’s one of the main pillars of hinter. She shares with us how she gets people reaching out to her because they’ve found her through hinter, as well as from people who have found her through her own Instagram and TikTok – “it does work both ways” she says. 

Collaborating with entrepreneurs and their brands is beneficial because it allows you to tap into a new audience. As Edwina happily tells us:

« I think that collabs were really what gave me the confidence to start Essentials, and also to make use of my network. I’m all about collaboration, I think it’s a great way to grow and tap into a new demographic. »

Entrepreneurs are great partners for your brand because they operate with authenticity. When you are the face of both your personal brand and your business’ brand, you come from a place of professional growth and knowledge. Emily tells us about how her personal brand has shifted over time because she changed over time: 

“My personality has changed, my values have changed,” she says. She continues telling us how throughout the journey of hinter, she has become even more sustainable, even more, focused on design and aesthetics, even more into slow living.

Stina talks about how from a business perspective, she needs to represent the brand and she always thinks of what’s best for the MANTLE brand at large first and foremost. But, on her platform she only needs to represent herself:

« It’s all very intertwined, and in many ways, I represent MANTLE 24/7! »

Brands can come together and serve different purposes, fashion and home interior working together for example is very beneficial because there is a large consumer base who love both. 

Stina tells us that when you do a cross-industry collaboration, the real magic happens. She says that it’s impossible to be good at everything so partnering up with people that have skills and talents you might be lacking is a way of learning and also securing the best results: “I’m very proud of our partnership with fragrance brand CRA-YON. They took MANTLE’s CBD and our vision for a fragrance, and turned it into reality with their 14 years of experience.”

Edwina believes that cross-collaboration, when you’re thinking about marketing, is great:

« If you’re looking to tap into a new demographic or a new consumer base, collaboration is the name of the game, especially in fashion. »

Emily explains how hinter partnerships, are part of the brand. The robes you would to wear to the sauna – she wants to tell the story of that brand. The candles – she works with local artisans and companies. Emily truly believes that her brand wouldn’t exist with the carpenter, the architect, the smells, or the textures:

« A brand is only as strong as its community, and the community exists within it. The community is not just hinter’s guests, it’s the people behind the brand that we work with. It’s fun to learn about humans and I think we need to do more of that. »

It is a common thread amongst entrepreneurs to care deeply about change. Change in the industry, to society, and for the planet. Stina shares with us how she firmly believes that women attain more influence in society by starting companies and having careers on equal terms with men: “That’s something I hope to see even more of in the future!”

Edwina advises businesses, big and small, to try and be as inclusive as possible. She believes that every company should be striving for that because it only makes them better, especially when you have women in leadership.

As Edwina puts it: 

« Women have an innate ability and desire to include, nurture, train, and teach. I think those qualities are great at home, but they are wonderful in business. »

 She openly tells us how after becoming a mother, she felt the world makes women feel like they have to pick and choose: “Women really are unicorns. We can do so much and we need to own a seat at the table everywhere, it’s so necessary. We love men, and they deserve to be there. But, the idea of the boys club making decisions for us all is changing.”

Emily discusses with us how she believes we can better the world overall through kindness to ourselves, helping others around us, and working together with like-minded businesses. She tells us that research shows that happiness doesn’t come from self-care, it comes from helping others. However, if you work too hard to help others all the time, you can burn out:

« There is a healthy balance and you can find that beautiful sweet spot where you’re taking care of yourself and then you are really able to help other people, work with these brands, make an impact, and help the planet. »

It’s a great time for open-minded entrepreneurs, striving to create a better world. Corporations are becoming more and more accepting of people doing things outside. There are a lot of corporations that understand how having a passion project on the side actually helps keep the employee motivated.

There is a lot of opportunity for women, especially in the lifestyle industry. They are creating products for themselves and their communities that make their lives better and are having so much success with it.

Working with entrepreneurs is beneficial for your brand because they are influential, driven, passionate leaders who have set out to change the industry for the better. Stina advises brands wanting to tap into the influence of entrepreneurs to be authentic, honest, and consistent:

« Find your passion or topic and stick with it, then people will follow. Also, collaborate with other brands or people that share your values. »

Here are some more top tips on how best to partner with entrepreneurial brands!