We’ve seen that the COVID-19 pandemic has triggered global diversity efforts, rallying together as minority groups have been negatively targeted. In a time where people are hypersensitive when making decisions, especially around travel, it is the responsibility of brands to connect with consumers on a deeper level via their communications.
Some companies may revert to rainbow branding because they are not sure what the LGBT+ landscape looks like and don’t want to miss the mark. But they shouldn’t worry. A brand that chooses even one touchpoint of the gay or trans experience can create a degree of specificity and understanding that lifts it above other brands.
