When Good Intentions Go Wrong

Let us tell you a story that probably sounds familiar. June 2022: Burger King Austria launched the “Pride Whooper” – same-sided buns meant to promote equality. The campaign crashed and burned fast. Why? Because reducing LGBTQ+ identities to a sandwich with matching buns isn’t just missing the mark, it’s completely misunderstanding what representation means.

But it’s not all marketing fails and facepalms. Take Rihanna’s Fenty Beauty, for example. They don’t just show up for Pride—they feature LGBTQ+ models and influencers year-round, sharing real stories that truly connect with people. No gimmicks, no rainbow washing—just authentic representation that makes you think, “Finally, someone gets it!”.

_{Source: Cosmopolitan.}

The Digital World Through Rainbow-Tinted Glasses

Here’s some real data: The hashtag #QueerTikTok has over 72 billion views. But this isn’t just about numbers, it’s about community. When a young trans person shares their transition journey, or a non-binary teen posts about finding their first gender-affirming outfit, these aren’t just social media posts. They’re lifelines of connection, understanding, and belonging.

Want to know what really matters to LGBTQ+ Gen Z? Let’s break it down in real talk:

They’re not just looking for brands to slap a rainbow on their logo. They’re watching to see if you’ll pull your Pride collection when faced with backlash (looking at you, Target 2023). They’re checking if you donate to anti-LGBTQ+ politicians while tweeting about inclusion. They’re asking, “Are you here for us, or are you here for our money?”.

Making It Real: Marketing That Actually Works

Remember that feeling of being truly understood? That’s what we’re aiming for here. Take MAC Cosmetics’ approach. Instead of just selling rainbow makeup during Pride, they handed their platform over to LGBTQ+ makeup artists to tell their stories. Real people, real stories, real impact.

And let’s talk about the Untag Collection. They didn’t just decide to make gender-neutral bras, they sat down with trans and non-binary folks and asked, “What do you actually need?” That’s the difference between performative allyship and actual support.

_{Source: Mac Cosmetics.}

The Future Is Queer (And Your Marketing Should Be Too)

Here’s the truth: Marketing to LGBTQ+ Gen Z isn’t about mastering TikTok algorithms or finding the perfect hashtags (though that helps). It’s about showing up authentically, consistently, and bravely. It’s about standing firm in your support when the trolls come out. It’s about making your workplace as inclusive as your advertising.

Think about it this way: Would you trust a friend who only showed up when they needed something? That’s how LGBTQ+ Gen Z feels about fair-weather ally brands.

Start by listening. Really listening. Find the LGBTQ+ voices in your organization and community. Ask questions. Make mistakes and learn from them. Share real stories, not stereotypes. Create content that makes someone feel seen, not just marketed to.

In 2019, Sephora didn’t just talk about inclusion, they revolutionized what authentic LGBTQ+ support looks like in retail. Their “We Belong to Something Beautiful” campaign wasn’t just another Pride month initiative. On June 5, they closed all their U.S. stores, distribution centers, and corporate headquarters to host internal workshops on inclusivity for their more than 16,000 U.S. employees.

The company backed this up with ongoing commitments: they implemented training on inclusive mindsets for all supervisors and conducted training on inclusive pronouns for their field organization. As Deborah Yeh, Sephora’s chief marketing officer, explained at the time, “We Belong to Something Beautiful” is meant to reflect the idea that people have a human desire to be seen or heard and included.

Gen Z responded powerfully to this authenticity. The campaign generated over 11 billion media impressions, and according to Sephora’s internal data, they saw a significant increase in brand loyalty among younger consumers. More importantly, they created a blueprint for how retailers can move beyond superficial allyship to create genuine, lasting impact in the LGBTQ+ community.

_{Source: Sephora Australia}

The Bottom Line (With Heart)

Marketing to LGBTQ+ Gen Z isn’t rocket science, but it is human science. They’re not just a demographic, they’re people seeking genuine connection in a world that often feels performative. Be real, be consistent, be brave. Stand with the community when it’s difficult, not just when it’s profitable.

At Chipper Digital, we believe that authentic connections with LGBTQ+ audiences are a year-round commitment. Through thoughtful storytelling, inclusive campaigns, and genuine community partnerships, we help brands foster meaningful relationships that resonate. By amplifying diverse voices, staying attuned to cultural shifts, and creating campaigns that align with LGBTQ+ values, we ensure your brand becomes a trusted ally every day of the year. Together, we’re not just creating marketing moments, we’re building lasting impact. Because at the end of the day, it’s not about perfect marketing strategies, it’s about perfect authenticity. And that’s something no algorithm can fake.