Exploring LGBTQ+ Marketing Scholarship and Strategies
In this article, Michael Mehmet, Clifford Lewis, and Nina Reynolds reflect on the inspiration behind their research article, “A Narrative Review of LGBTQ+ Marketing Scholarship,” found in the Australasian Marketing Journal.
Motivation Behind the Research: The authorship team was motivated to delve into the realm of LGBTQ+ marketing literature out of a fundamental curiosity about the portrayal and engagement of the LGBTQ+ communities within consumer contexts and as portrayed in the marketing literature. Such an examination was timely, given the surge in diversity and inclusion efforts within marketing practice, calling to question notions of authenticity in engagement/inclusion and how the diversity of the LGBTQ+ communities was portrayed. Accordingly, we wanted to provide a potential path forward for those wanting to research in this space.
External Influences on Research Pursuit: LGBTQ+ people are becoming mainstream within marketing campaigns. This representation does not automatically mean they are meaningfully and respectfully included in marketing – but that their influence as a consumer group is being recognized. Concurrently, while Australia has achieved marriage equality, that has not translated into social inclusion as witnessed by various anti-LGBTQ+ campaigns following World Pride in 2023. Given the influence of marketing on social norms, marketing can play a role in LGBTQ+ inclusion – if it is done meaningfully – thus motivating our examination of how the academic literature has contributed to this discourse.
Challenges and Surprising Findings: One of the most challenging aspects of conducting this research was navigating the nuanced intersection of marketing theory and LGBTQ+ identity politics. Unravelling the layers of representation, inclusivity, and stigmatization within a marginalized community presented enlightening revelations. One such revelation being how marketing literature typically drew on heterosexual consumers for their perspective about LGBTQ+ inclusion in marketing practice – almost drawing validity for LGBTQ+ identities from a heterosexual perspective as opposed to a consumer group in and of themselves.
Innovation and Impact: This research sheds light on the intricacies of LGBTQ+ marketing beyond superficial inclusion. By critically examining literature, it aims to propel discussions on social justice in marketing practices, instigate meaningful inclusion, and highlight the role of marketing and marketing scholars in advocating for LGBTQ+ rights. The paper encourages scholars to engage with LGBTQ+ people as consumers themselves rather than in opposition to or contrast with the heterosexual mainstream.
Advice for New Scholars: LGBTQ+ research can be very topical and provide a nuanced perspective to the marketing theory – based on how those with a stigmatized identity are influenced through the various elements of the marketing mix. This research area comes with a responsibility to ensure scholars engage with the LGBTQ+ communities as the subject and (not just) object of the research in a meaningful and respectful way – considering the influence our scholarship can have. It is important to approach the topic with empathy, integrity, and a commitment to amplifying minoritized voices – as opposed to one purely focused on a profit motive.
