Why we don't see enough Pride marketing in Asia

During Pride Month, I witnessed rainbow flags unfurling with pride and vibrant parades marching through the city streets of Bangkok and Seoul. It was undeniable that the spirit of celebration and vibrancy had spread throughout Asia. Despite this growing acceptance of the LGBTQIA+ community, Asia's marketing campaigns seem to lag in mirroring this progress. As an openly lesbian person in APAC who also happens to be Eurasian and a data-driven executive creative director (ECD), I'm acutely aware of three critical barriers to greater visibility for the LGBTQIA+ community in our marketing and advertising efforts.

Lack of comprehensive data

The first issue is the absence of comprehensive data on the LGBTQIA+ population in Asia. In many of our countries, sexual orientation and gender identity census data is non-existent, primarily due to the lingering taboo surrounding non-heteronormative identities.

The lack of reliable data not only impairs our understanding of the consumer base but also restricts marketers' ability to make informed decisions in crafting campaigns for a demographic that is statistically invisible, leading to potential backlash.

Our industry has seen the benefits of being insight-driven and has gone beyond relying on census data. The GLAAD x Kantar partnership and Ipsos Pride Report assist with plugging some gaps, but more Asian insights are needed to equip brands and marketers with the necessary tools to guard against backlash. The responsibility is on marketing intelligence agencies to gather this vital information ethically, in the absence of official census records, and for marketers to transform insights into campaigns. The goal is to make the invisible visible through data.

Navigating socio-political complexity

The second reason is the socio-political complexity within Asia's diverse cultures. Understandably, many marketing professionals are uncertain about how to navigate the often confusing and contradictory attitudes towards LGBTQIA+ individuals. For instance, in some locales, an underlying acceptance of queer individuals can clash with government policies or conservative societal norms, leaving brands to manoeuvre a fine line between inclusivity and controversy.

Marketers trained to prioritise broad appeal can find it challenging to address this nuance and may default to excluding Pride-themed campaigns entirely rather than engaging with LGBTQIA+ communities in a meaningful way. Encouraging genuine acceptance calls for nuanced strategies that resonate culturally while pushing for social progress. The marketing community has yet to establish a consistent approach to ensure all marketing is genuinely inclusive, rather than sporadic or accidental. A structured approach is necessary—one that respects local sensitivities without compromising on the message of inclusion.

The illusion of inclusive leadership

Lastly, while there are industry leaders who publicly advocate for diversity and inclusion, these assertions are only slowly translating into concrete policies. Encouragingly, numerous agencies and corporations have begun embracing workplace inclusivity. However, this dialogue must evolve into tangible support and policies that uplift LGBTQIA+ employees. Such actions are crucial in breaking glass ceilings and ensuring Asia has its own LGBTQIA+ role models for younger generations to emulate.

We may invite individuals of diverse backgrounds and identities into our ranks, only to then expect them to fit into an existing corporate culture that hasn't evolved with the team's demographics. Until inclusive leadership becomes the default—not only in belief but also in action—our LGBTQIA+ employees may not feel truly supported, and our campaigns may not reflect the diversity we claim to champion.

It's clear that we have work to do. To see more Pride marketing in Asia, we need comprehensive and safe LGBTQIA+ data collection methods, a structured marketing approach that navigates socio-political landscapes with sensitivity and acumen, and leaders and businesses which embody inclusivity beyond lip service. These efforts can build the foundation of a market where Pride-themed campaigns are not only possible but successful and resonant both with the community they represent and with the broader population.

The road is long, but every step towards understanding and inclusivity is a stride towards progress—and a future where the vibrancy of Pride is celebrated universally, not least in the world of marketing.

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Joe Tee is executive creative director, APAC at RAPP.