One for All, or All for One?: Gen Z Questions Branded Inclusivity

I spoke with my friend and trans influencer Draya King, about one-sided and insincere representation of LGBTQ inclusion, and what brands can do to get LGBTQ inclusion correct. We agreed we don't always see that representation in stores and in the media. And if we are represented in the media it’s usually a stereotypical or trending way. I asked her opinions about this trend that is “LGBTQ inclusivity” and what brands can do to get it right.

“People think that if you do something for the gays, you’re doing it for all of them.”

Roman: Q – When you think of a corporation, when you think of a brand working, who has LGBTQ influencers, or associates or members, what brand comes to mind like, okay, this is a company that is LGBTQ authentic?

Draya: When it comes to their marketing regularly, I will say Fenty. Fenty savage and Fenty beauty. Because a lot are their brand ambassadors and it's usually not a one-time thing it’s year-round. It's a real association that these people have with this brand. That's probably one of the only brands that I can think of off the top of my head. Rihanna is such a staple when it comes to how companies should approach what inclusivity should mean.”

Roman: I've also seen Victoria's Secret has a Down Syndrome model, right? But they're advertising that they’re working with this person or group for a reason. So it's not for authentic reasons. I feel like it's like for that gag factor, or, let's show them real quick, we could be inclusive. 

Even now I feel like we only have a handful of [LGBTQ] members who are accepted. And they are caricatures in themselves of what the LGBTQ community is. People feel as though we're only [relevant] to them when we're profitable to them, in the sense. They don't look to us when it comes down to the idea of [us as individuals]. And people think that if you do something for the gays, you're doing it for all of them.

Draya: And you're not.

Roman: And that's not the case at all. We’re all different and uniquely individual in our category of this one community, but we get bunched up a lot. And so if someone's like, oh, we got gay representation period, that's it for them. You know what I'm saying?

Draya: Yeah.

“Because she wasn’t in jail for being trans in the *BLEEP* first place.”

Roman: Oh, we have someone who's non-binary, perfect. That's all of them.

Draya: Even better. Yeah.

Roman: That's all of them and it's like, wait, there's really different forms and different shapes to being in this LGBTQ world and lifestyle. 

Roman: Q – Do you think stereotypes break inclusivity?

Draya: Yeah. The stereotypes are definitely the reason why we're not inclusive, one. And stereotypes are the reason why representation always comes off as gimmicky because going back to the conversation of every time there's a trans person playing a role, they always have to give that backstory of this person being trans and I hate to say this, but it is what it is. When it comes to being passable or not. You kind of want to make people feel comfortable and have to show that stereotype to where people understand the character instead of just letting people feel the character because I feel like maybe it'll be a distraction from the viewer if they're watching something and they're hearing the character, but they're moreso trying to figure out is this person trans, are they gay? It's like a whole nother sub-movie in the movie.

Roman: Let me create this storyline just to bring her in, instead of just having her as a character in the jail and then figure out––

Draya: To make people comfortable, you had to basically say or explain that she's transgender instead of her just being another woman in the cell. Because she wasn't in jail for being trans in the *BLEEP* first place.

“Stop announcing the propaganda, one. Let’s just dead that…”

Roman: Q – What can brands do to get LGBTQ inclusion correct?

Draya: Stop announcing the propaganda, one. Let's just dead that, and be a little more open with your spaces. I don't think there has to be an LGBTQ program within the company. I just feel like if there's a person who just so happens to be on the spectrum that wants to work for you, then give them a job. Put them in a position of power. Listen to our ideas. Make us a part of the meeting. Get us on the conference calls because I just feel it's not about the bodies. It's about the brains and the voices. Yeah, just because you're showing a person, doesn't mean you actually care about what they have to say.

For pride month, you want to bring out Santana and Laverne Cox and Frankie Grande. But only to show these known figures that the community will attach themselves too, which would attach them to your brand. But you don't call them on a regular basis. Why did you have them a part of that, but then anything else you don't feel they can be beneficial towards. So I feel like using more voices and having more people in your spaces, not for the fact that they are, but just because you value opinions would make the difference of representation because this whole body sh*t is giving gimmicky.

“This whole body sh*t is giving gimmicky.”

Roman: It is definitely giving gimmicky. And I think it's so easy and so evident for us to see it and call it out. Whereas we don't even... I don't think I've ever bought anything LGBTQ from Target. I don't even look to Target to... you hear what I'm saying? It's like, once you know that someone's doing something superficially, it removes everything out of it.

Draya: I want to give a shout to Malcolm because I feel that's a brand also that I will put in the category with Fenty because Malcolm could just use models and be like, okay, inclusion. But no, he actually has a trans woman and a gay man in the meetings. Talking about different orders for the operation.

Roman: And literally listening to us.

Draya: And literally listening and it's never, oh, I'm going to do this because you are trans or you're gay. It's because you guys actually have good ideas.

The Takeaway

Gen Z is the largest LGBTQ generation ever, with 21% identifying as LGBTQ, and we’re left questioning whether brands' promotion of LGBTQ inclusivity reflects one for all or all for one. Often what passes for LGBTQ representation and inclusion are stereotypes or exploiting us for our sexual labels, vs our unique perspectives and experiences. To get LGBTQ inclusion right, it’s simple –– actually include us, year-round and not only during Pride. Not because of our sexual identities, but because we have unique and informed perspectives that when valued will give an authenticity and inner-understanding to your brand.