Corporations trademark and commodify queerness for profit

As shown earlier, brands often adopt activism strategies in response to customer demands to boost relevance and customer relationships (Tressoldi et al., 2023). Therefore, it is natural for them to prefer incorporating only those social movements into their marketing that they feel confident about executing successfully, ensuring consistent profitability. In recent years in particular, there has been a notable trend among brands applying social marketing to increasingly support the LGBTQ+ community (Champlin & Li, 2020). This marketing-centered advocacy is pivotal to the research of this thesis due to its ability to create compelling identity projects for consumers. The focus on this aspect is selected for its seamlessness and simplicity, which make it easier for companies to co-opt and monetize for their marketing strategies. Thus, the application of LGBTQ+ issues serves as a prime example of both commodification and commercialization within the contemporary branding landscape. It is clear that similarly as in the case of social marketing, its branch, i.e. LGBTQ+ support also started with genuine reasons and did not assume the commercial framework imposed by contemporary corporations. The LGBTQ+ movement, originating from the 1960s Stonewall riots, aimed to combat discrimination against non-heterosexual minority groups. Since then, it has evolved into a highly commercialized entity, with businesses aggressively targeting the LGBTQ+ consumer market, estimated to be worth a staggering amount of money. This marketization has occurred alongside the emergence of the LGBTQ+ social movement, creating a major arena for social and political engagement and contributing to the legitimization of LGBTQ+ rights, but unfortunately, also their exploitation to improve both the image and financial situation of the company (Bettany & Rowe, 2015). Notably, the impetus for organizations' endeavors to customize marketing strategies for LGBTQ+ consumers arises from the notable expansion of this community, which presents an enticing opportunity for companies seeking to attract new customers (Montecchi et al., 2023). Another aspect that Tressoldi et al. (2023) identify as a crucial determinant in opting for LGBTQ+ marketing is controversy. Activist brands frequently take positions on issues that may stir controversy in the market and among their consumers, including race, ethnicity, gender, or sexual orientation. However, in today's ubiquitous use of this technique, it can be viewed as a calculated, built-on-trusted-strategies form of controversy, only shocking because it once was. Nonetheless, exploiting provocative representations of the queer community has become a proven method for brands, especially since, as stated by Schopper et al.'s (2024), controversial ads are less likely to be accused of lacking authenticity. Brands that boldly incorporate LGBTQ+ themes in their advertisements are often perceived as having genuine intentions, unlike companies that approach LGBTQ+ advertising more cautiously, which are seen as less sincere. Moreover, the unmistakably commercial nature of corporate activities in LGBTQ+ endorsement is accentuated by the ultimate prioritization of the heteronormative client. This individual, who may not be directly involved or the primary target audience of this communication, remains the focal point. To mitigate potential backlash, brands often avoid explicit engagement with the queer community, instead incorporating subtle signs that cater to this demographic alongside other marketing slogans. Consequently, LGBTQ+ advocacy becomes just one of many marketing strategies, serving more as a commodity for the heteronormative community and the company's own benefits than for the LGBTQ+ community itself (Tressoldi et al., 2023). To this end, analyzing the theoretical aspect of brands using queer marketing without primarily targeting the LGBTQ+ community but serving broader strategic objectives is crucial, as it provides an academic foundation for drawing empirical conclusions about companies' activities.