LGBTQIA+ consumer perceptions of brand representation: exploring the tensions between storytelling and action

Abstract

LGBTQIA+ visibility in marketing and advertising has gained momentum since the late 1960s. Inspired by the increased visibility, this study explores the responses of Generation Z LGBTQIA+ self-identifying individuals through in-depth interviews to gain a better understanding from LGBTQIA+ communities including their reaction to representation in marketing and advertising. LGBTQIA+ individuals welcome its community’s representation in brand strategy but is most supportive to the consumer brand relationship when done through storytelling paired with organizational action(s). However, tensions present themselves for the Generation Z LGBTQIA+ consumer when brands contribute to controversial situations or are perceived to have misrepresentative brand strategy.

Given the embedded context of the consumer brand relationship, the proposed model presents identified factors to help formulate a supportive consumer brand relationship, but when support is weak, a tension between LGBTQIA+ consumers and perceived brand support is created.