LGBT Brand Activism: A Research Agenda on How to Be Committed to the LGBT Conversation

The increasing popularity of brand activism has brought social issues to the fore of brand actions and communications. Showing up during a social problem, standing up for it and becoming an ally can create new opportunities for brands to strengthen their relevance or lead to consumer backlash. The LGBT movements are one of the possible choices for marketers and managers among other activities such as Black Lives Matter, Me Too and Fridays for Future. However, the brand activism construct within the context of LGBT conversation is still in its infancy. To address this topic, we explore how brands are committed to the LGBT conversation by building inclusive marketing efforts, raising awareness and standing up for LGBT rights. Based on the review of literature related to brand activism, corporate social responsibility and woke activism, we explore the many unanswered questions regarding brand-related interactions with LGBT causes. Relevant insights into the factors to consider when designing successful LGBT brand activism campaigns are also discussed. Therefore, concluding thoughts, implications and potential areas for future research are identified.