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LGBTQ Representation Almost Invisible in Advertising: GLAAD Call for Change at Cannes Lions 2022

GLAAD attended the Cannes Lions International Festival of Creativity in 2022, the world largest gathering of the creative marketing community, to discuss the state of LGBTQ inclusion in the advertising industry and corporate responsibility as harmful rhetoric and anti-LGBTQ legislation continue to rise.

Shifting the Female Gaze: How Advertising Can Continue Changing the Narrative for LGBTQIA+ Community

The Female Gaze Committee presented a session at the Cannes Lions Equality Lounge on the representation of the LGBTQ community in advertising titled Shifting the Gaze.

The session was moderated by Sarah Kate Ellis, President and CEO of GLAAD, and featured Sean MacDonald, Global Chief Digital Officer at McCann WorldGroup, Tristan Norman, Head of Creative Insights, Americas at Getty Images, and Brent Miller, Senior Director, Global LGBTQ+ Equality, Creative Content & Partnerships at Procter & Gamble.

Ellis emphasized GLAAD priority to work within the advertising industry, stating, GLAAD is here at Cannes Lions because less than 2% of mainstream ads include LGBTQ individuals. We have a lot of work to do, and it time to call out the brands.

Meta DE&I Gathering: Boundless: We Gather

Meta presented a DE&I programming titled Boundless: We Gather, hosted by Scott Reid, Head of Meta Global Industry Initiatives.

The programming included a live conversation with Christina Bailer, Chief Equity Officer at dentsu America, and was moderated by Reid. Other participants included Sarah Kate Ellis, Lizette Arsuaga, Co-Founder of ANA AIMM, and Heidi Arthur, Chief Campaign Development Officer at Ad Council.

GLAAD called on partners to engage in behind-the-scenes consultative work offered by the GLAAD Media Institute to help integrate LGBTQ into their own campaigns and enable employees to authentically bring their whole selves to work.

Addressing the need for LGBTQ inclusion in the workplace, Ellis highlighted GLAAD vision to expand LGBTQ storytelling in advertising, stating, In business, margins are extremely slim. But the way out of those slim margins is by expanding your footprint. Growth lies in the minority becoming the majority.

When you think about your business plans and how to increase your market share, you have to invest in DEI. Integrate multi-dimensional diversity into business.

Nielsen and AIMM Power Up Brunch: Growing through Comprehensive Marketing

Ellis and Arsuaga also participated in a breakfast and lunch hosted by Nielsen and the Alliance for Inclusive and Multicultural Marketing (AIMM). The conversation included Gilbert Dávila, Co-Founder of ANA AIMM, and Jamie Moldafsky, Chief Marketing and Communications Officer at Nielsen.

They discussed AIMM work and collective goals of genuine cross-cultural and diverse inclusion for multicultural audiences. Ellis also shared insights captured in AIMM upcoming Case for Growth Playbook, stating, This is a growth story: The LGBTQ community is growing, and our voices are growing louder.

We want to work with companies that embrace us — that include us, our families, our allies, all of us. And the end result is a better world, better business for companies, and a better, more inclusive world for all.

Representation in iHeart LGBTQ Media Luncheon with Sam Smith

Following the success of the Can't Cancel Pride event for the third year in partnership with iHeart and P&G, iHeart hosted an industry luncheon and committee on the iHeart Yacht, moderated by Gayle Troberman, Chief Marketing Officer at iHeart. The event included global music star Sam Smith, Sarah Kate Ellis, and P&G Brent Miller. Can't Cancel Pride is.

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