Today, inclusivity is a must while promoting holidays like Valentine’s Day, even though that has not always been a priority for brands. So today we are sharing how you and your purpose-driven brand can make Valentine’s Day inclusive for all. Because representing all types of love in your Social Strategy can make a huge impact!
Growing up, I had a difficult time coming to terms with my sexuality. Constantly seeing wedding ring promos, Valentine’s Day commercials, songs, and TV shows depicting exclusively heterosexual couples did not help. This heteronormative perspective of Valentine’s Day even bled into school as everyone wanted to choose a Valentine, promoting an unspoken rule that girls had to pick boys and vice versa.
While it may seem like such a simple, harmless holiday for heterosexual people, Valentine’s Day is not as simple for LGBTQ+ people. So it is time to change the narrative and make this a day to celebrate love in all forms. Here are some ways to make this holiday more inclusive.
Focus on Love
Valentine’s Day is all about love, right? Focusing on the connection between two people is the easiest way to be truly inclusive. But the little things are key. For example, instead of “His & Her” themed cards, posts, or gifts, use gender-neutral language. Replacing these pronouns can make all the difference. This simple change can broaden your audience from heterosexual couples to people of all genders and sexualities. Your gift categories are easy to tweak. Many retailers have “Gifts for Her” and “Gifts for Him” tabs on their websites. Adding a “Gifts for All” or “Gifts for Them” tab can make a huge impact. Take the brand Me Undies, for example. They let you pick matching underwear for you and your significant other in any style, so it works for all genders! Progressive, purpose-driven campaigns like this are the key to making holidays like Valentine’s Day an inclusive, enjoyable one for ALL.
Show Real Examples
Showing what LGBTQ+ couples look like in real life is imperative. Growing up, due to the shortage of lesbian couples in the media, there was almost no diversity in what a lesbian could look like. Stereotypes dictated that she would have masculine features, a short haircut, and a suit. I was never able to relate to that because I landed on the feminine end of the spectrum. As I got older, heterosexuality was so ingrained in our culture that I told myself I was straight. I wasn’t masculine. I wasn’t into sports. I remember constantly thinking something was wrong with me or that I was behind everyone else because I wasn’t interested in boys.
That is why it’s so important to use real couples! Represent feminine lesbians, gender non-conforming couples, masculine gay men, and bisexual couples, rather than the cookie-cutter stereotypes. Expand the perspective on what LGBTQ+ people can look like by using real, queer models. Take Brilliant Earth, for example. This is an engagement ring company that has featured LGBTQ+ posts from the start, highlighting real couples! Trust me, we don’t need marketers to paste rainbow flags on everything and call it a day. Feeding into stereotypes or being over the top can come across as trying to prove that your brand is inclusive rather than make the community feel seen.
Highlighting Self Love Is Always An Option
This past year has been challenging to say the least. So it is especially important to remain sensitive now. Many people have lost loved ones due to the pandemic and are experiencing severe heartbreak. Self-love campaigns are a simple way to lessen the sadness Valentine’s Day can bring to them. Celebrate people for what they have endured this past year. Celebrate the people who have struggled with loneliness and mental health struggles. Celebrate the people who have put their health at risk such as health care workers, teachers, servers, and others. There is a unique opportunity to bring people together this Valentine’s Day and make people feel loved.
Continue To Be Inclusive
To make the biggest change, you must continue to be inclusive year-round. Only showing diversity while it’s trending can come across as performative, or even worse as though you are trying to profit off of the LGBTQ+ Community. Finding ways to include queer people in day to day marketing can normalize us rather than separate us from the norm. I love how American Eagle always has a Pride highlight up on their Instagram that features real members of the LGBTQ+ Community. It shows that this means something to them and that they are in support of the community. There are many other ways to do this, as well. For example, give equal opportunity to LGBTQ+ potential hires, continue to use gender-neutral language in posts, and use queer models for visuals.
Overall, the best way to promote inclusivity this year is to use your heart. Be sensitive. Be compassionate. Be kind. Remember this holiday is about love, and love comes in many forms. Don’t forget to have love be at the forefront of your social strategy. Make the executive decision to include real couples. Make sure self-love is always an option (and that given the past year, totally justified!). Lastly, continue to be inclusive in all facets of your Valentine’s Day marketing strategy.And of course, if you’re one of those progressive brands in need of a social strategy to match these values, you know who to contact. ;)
Until next time, Happy Valentine’s Day to all!
Tobi
