Authentic brand positioning or woke washing? LGBTQI+ consumer perceptions of brand activism

Abstract

Purpose

The lesbian, gay, bisexual, transgender, queer, intersex and others (LGBTQI+) movement has been the focus of companies that seek to win over consumers by supporting diversity. Any positioning, however, that is not perceived as being consistent and genuine can harm the brand's image. Through a queer theoretical perspective, the authors explore perceptions of LGBTQI+ consumers regarding brand activism.

Design/methodology/approach

Qualitative research was carried out that involved interviewing Brazilian consumers who are part of the LGBTQI+ community.

Findings

Aspects of the identity of these individuals draw closer to those brands that share the same values the individuals have. Brand activism is perceived positively in terms of the brand's representativeness and social impact. When activism is perceived as inauthentic, activism generates a backlash and consumers begin to boycott brands as the consumers associate positioning with woke-washing practices.

Originality/value

The results indicate that to adopt an activist stance with regard to the LGBTQI+ public, brands need to be consistent in the brands' communication and advertising and in brands' organizational culture and diversity. This research provides important indicators for brands that genuinely want to support the LGBTQI+ community and is the first to use queer theory to analyze brand activism.

Citation

Tressoldi, C., Espartel, L.B. and Rohden, S.F. (2024), "Authentic brand positioning or woke washing? LGBTQI+ consumer perceptions of brand activism", Equality, Diversity and Inclusion, Vol. 43 No. 1, pp. 55-71. https://doi.org/10.1108/EDI-05-2022-0126

Introduction

Companies are increasingly being asked to take a stand on social issues (Hoppner and Vadakkepatt, 2019). As a result, brands have often adopted activism strategies to position themselves with greater relevance or improve their relationship with their customers (Koch, 2020). Consumers have also become more critical and engaged with what brands represent and with the perception of coherence in the latter's positioning (Palazzo and Basu, 2007); in other words, the way companies approach diversity matters to consumers (Burgess et al., 2023). When corporate discourse is not perceived as authentic, activism can lead to “woke washing,” which is the perception that the brand is misleading its customers with illegitimate arguments or is inconsistent in its practices (Vredenburg et al., 2020).

Activism originated with the idea of transforming moral judgments for improving society (Hoppner and Vadakkepatt, 2019). Activist brands often adopt positions on issues that may result in controversy in the market and with their consumers, such as aspects related to race, ethnicity, gender, or sexual orientation (Sibai et al., 2021; Intharacks et al., 2022). The focus of this research is specifically on activism in relation to LGBTQI+ s (lesbian, gay, bisexual, transgender, queer/questioning, intersex and others), especially because this social group may have consumption experiences of services and brands that differ from those of other consumers (Chauhan et al., 2021) and are often context-dependent (Demunter and Bauwens, 2023).

Brand image and brand perception are components of a brand's reputation. From an expanded branding perspective, a brand can play a role in social change by adopting an approach that not only focuses on profit but is also driven by a purpose (Swaminathan et al., 2020). Understanding the meanings inherent in brand activism and how brands can authentically improve their relationship with the LGBTQI+ community is fundamental in current discussions about diversity and inclusion in the marketplace (Ciszek and Pounders, 2020; Ueno et al., 2023).

Although there are studies focusing on this social group (Pichler et al., 2017), they are relatively recent in the field of marketing. Some studies have analyzed LGBTQI+ inclusive advertisements and consumer reactions (Eisend and Hermann, 2019; Oakenfull and Greenlee, 2005), while others have investigated the negative reaction of heterosexual consumers to the position adopted by a brand, consumer harassment of LGBTQI+ employees (Ueno et al., 2023), aspects that are related to perceived brand authenticity (Ciszek and Pounders, 2020), advertisements (Demunter and Bauwens, 2023), or consumption experiences (Chauhan et al., 2021). The perception of LGBTQI+ consumers regarding brand activism, however, is still lacking a deeper understanding (Oakenfull and Greenlee, 2005; Ciszek and Lim, 2021).

The particularities of this social group seem to generate some apprehension on the part of companies when they try to understand the dynamics and needs of this market, which go beyond a simple visual representation (Ciszek and Lim, 2021). It is important to approach this discussion from the point of view of the identity and interaction of LGBTQI+ individuals since this public's perception of a brand's communication practices is based on controversial discourses that have no concrete content and no positive impact on the community (Falco and Gandhi, 2019).

Our research aims to discuss LGBTQI+ perceptions of legitimacy and authenticity about brand activism using a broader and more diverse approach. The queer theory considers sexuality, gender and desire as aspects that are inherent in the identity of individuals and as such, offers inputs that enable an analysis of issues that address the construction of LGBTQI+ identity (Butler, 1990). Social relationships and communication are still ruled by heteronormative aspects, so by analyzing consumer perceptions with a lens that considers identity and social relationships as being fluid and multidimensional, we can better understand LGBTQI+ consumers (e.g. gay individuals) and their perceptions of brand activism and brand authenticity.

The study highlights the relationship between brands and LGBTQI+ consumers using the queer perspective to question the socially imposed boundaries of gender binarity and desire, thereby challenging binary logic (male vs female) to understand other existing expressions. Since brand activism can transform how people perceive and interact with brands (Sibai et al., 2021), this research also provides a better understanding of the aspects that are perceived as authentic in activist discourse about brands and that are related to woke washing (Vredenburg et al., 2020) from the perspective of the LGBTQI+ community. From a managerial perspective, the study will allow marketing and branding managers to understand better the challenges, risks and benefits involved in brand activism for the LGBTQI+ audience. Strategies and actions that are perceived as genuine strengthen brand identity, generate audience engagement and avoid negative market reactions, such as negative word of mouth or brand boycotts. It is extremely important, therefore, to shed light on consumer perceptions of this kind of brand positioning.

Brand activism

Company efforts that aim to promote social change are known as brand activism. This is a market-based form of advocacy that challenges moral conceptions of good and reflects on the impact a brand can have on consumers, companies and society (Sibai et al., 2021). Brands that are seen as activists are perceived as purpose-driven and focused not only on success in marketing but also on social change (Vredenburg et al., 2020). It is important to point out that brand activism is different from corporate social responsibility (CSR), especially since CSR focuses more on the results of the company's actions (e.g. its sales) rather than on the values themselves, while there may not be a perceived consensus among consumers as to what brand activism is, although this is often true of CSR also (Korschun et al., 2019; Vredenburg et al., 2020). Brand activism is associated with the image consumers have of a brand.

Social groups can have several aspects in common, such as shared meanings and issues related to identity (Holmes et al., 2016; Intharacks et al., 2022). Brands can be a way for individuals to express themselves and, as such, there is a tendency for consumers to have a closer relationship with those brands whose image is aligned with their own identity (Chernev et al., 2011). Interpretation of a brand's image results from the consumer's assimilation of the signals that are communicated by that brand and from comparison with other brands. If consumers perceive that brand identity activities have ulterior motives, they are more likely to associate this with illegitimate brand positioning. This negative impression may be related to brands that adopt tactics of mimicry, opportunism, or idealism. Mimicry happens when a brand tries to replicate the position of a competitor even if it does not have the same value attributes; opportunism is when the brand uses a cause for commercial purposes but without being linked to that particular social group (e.g. LGBTQI+ community); while idealism refers to an aspirational image that is exploited by the brand but that does not correspond to reality (Kapferer, 1997).

Consumers, employees and stakeholders increasingly want companies to take a stand on social issues (Hoppner and Vadakkepatt, 2019), but even if some brands take sides and become activists, consumers may not consider this attitude to be genuine. When a brand is perceived as illegitimate by consumers, the opposite of what the company wishes for may occur and result in consumer retaliation, a backlash and the incongruence of the brand's image (Palazzo and Basu, 2007; Vredenburg et al., 2020).

Queer theory and identity

Queer is an English word that is used to refer to something that is “weird.” It was first used in the 19th century as a negative designation to target individuals who engaged in sexual behavior that was not in line with what society understood as “normal.” In the 1980s, the word queer was “adopted” by the LGBTQI+ community, which sought to transform its meaning into something positive. The word thus gave its name to queer theory (De Lauretis, 1991), which criticizes heteronormativity, a concept that designates the heterosexual norm as universally accepted, with those who do not conform to this norm ending up being marginalized for being considered dissidents (Warner, 1993).

Butler (1990) uses queer theory to question the construction of identity labels, especially heterosexuality, thereby challenging its cultural domain and exploring the types of resistance that complement it. In this sense, all those who do not fit into the male-female binomial from the point of view of heteronormativity are classified as transgressors of the heteronormative norm (Butler, 1990). Queer, therefore, is not a defense of homosexuality, but criticism of the moral values that imply a division between those who are socially accepted and those who are disliked by the heteronormative society (McDonald, 2015). From this perspective, queer theory does not exclude any identity: on the contrary, it encompasses all diversity related to sex, gender and sexual orientation.

By analyzing the theme from this perspective, we gain a greater understanding of the diversity that encompasses sex, gender and desire and how this impacts the perception of this group with regard to the activism attempts of brands in favor of the LGBTQI+ community.

The LGBTQI+ consumer

One of the first studies to observe gays and lesbians as a potential target market was carried out by Fugate (1993), who concluded at the time that they should not be treated as a market segment because they did not meet the classic segmentation criteria. Unlike this perspective, later studies claim that myopia when observing this group blurs its real potential and that the market must consider these consumers as a segment because of their consumption capacity, but also considering the social movement in the struggle for their rights (Peñaloza, 1996).

Recent studies involving the LGBTQI+ community claim that heterosexual consumers have fewer positive attitudes towards brands and products that use advertising with this theme (Um, 2014). These attitudes are moderated by different causes, such as the product category, the individual's attitude towards homosexuality and consumers' emotional attachment to the brand (Um, 2014). To avoid these backlash effects, brands are reluctant to address the issue explicitly but instead, resort to using signs that subtly identify the LGBTQI+ community.

Because of the sensitivity acquired from experience and their awareness of marginalization, LGBTQI+ consumers, unlike heterosexuals, are more capable of identifying polysemic advertisements (i.e. ads with subtle clues about the topic, or that have an ambiguous meaning). Despite identifying polysemic aspects in brand communication, there are many other aspects that influence the positive perception of an advertisement by this group of consumers (Eisend and Hermann, 2019). In addition to being included in advertisements, consumers from the LGBTQI+ community are increasingly looking for brands that present a genuine and transparent position towards the cause (Ciszek and Pounders, 2020).

Method

This is an exploratory study that took queer theory as its starting point. Since there are differences in perception between different profiles within the acronym (e.g. lesbians and gays) (Oakenfull, 2013) and to gain a deeper understanding of consumer perceptions, we established that the research should focus on just one group: the male gay community. There were two reasons for this choice: first, of those individuals who identify as LGBTQI+, gays are the second largest group, at around 21%, with only the bisexual group, which corresponds to around 57%, being bigger (Jones, 2022); second, most LGBTQI+ advertising is directed exclusively at gay audiences (Eisend and Hermann, 2019). Recent research also shows that gay men are disliked more than lesbian women and one of the reasons for this is the perception of the violation of gender norms (Bettinsoli et al., 2020).

Despite queer theory stating that labels are regulatory mechanisms with the potential for exclusion and marginalization, clearly establishing common identities helps to gain a better understanding of each of these groups. Although the male homosexual audience includes a social group that is generally more readily accepted by society (compared to transsexuals, for example), we believe that focusing on just one group of the acronym allows us to understand in greater depth and more detail the perceptions of these individuals and their relationship with activist brands.

The research was conducted using a qualitative approach that involved in-depth interviews. We used the snowball sampling procedure and interviewed eleven individuals, the only selection criterion being that they were gay men. To ensure that subjects were diverse in terms of their social class, race and ethnicity, we included heterogeneous individuals from different regions of Brazil. The interviews were conducted by videoconference and lasted 50 min on average. Data collection ended when the results reached saturation point and we observed that no new insights would emerge from the data (Flick, 2017). The interview script is available in Appendix.

We used narrative analysis, a method that seeks to understand narrative discourse as a social practice for constructing the reality of situations. The narrative analysis allows individuals to express the construction of a given situation according to their own perceptions (Riessman, 2008). The aim of narrative analysis in queer theory is to obtain a greater understanding of how social actors construct their identity (Butler, 1990) and consequently how they perceive reality. The interviews were transcribed, which in narrative analysis requires reflection on the part of the researcher in the decision as to whether to adopt standardized systems or not, depending on the peculiarities of the research and the profile of the readers (Bucholtz, 2000). Two of the authors analyzed the data: one of them developed the categories based on the interview transcripts and the other validated the categories. The following categories emerged from data analysis: identity self-perception, perception of brand activism, positive and negative aspects associated with brand activism and reactions to brand activism. After this process, the entire database was analyzed using ATLAS.ti software.

Findings

Consumer identity

Individuals build social meaning and a sense of self based on objects, brands and other artefacts. These elements are indicators of a person's identity (Wheeler and Bechler, 2021). Gender expressions also shape the sense of self. The construction of body norms restricts and limits gender expressions so that the individual can become an acceptable part of society, but this imposition minimizes the different and complex ways of existing. The body norms imposed by behaviors and characteristics are the traits that differentiate individuals (men vs women) in a heteronormative society, but the representations that encompass sex, gender and desire are many and diverse and are not restricted to the heterosexual binary (Butler, 1990). In other words, the queer theory proposes that, instead of being organized into categories, the elements that constitute an individual's identity are fluid, subjective and constantly changing (McDonald, 2015; Pullen et al., 2016).

We commonly heard narratives during the interviews that indicated the presence of the traits in which heteronormativity operates and how this had had implications in terms of a person's identity since their childhood and throughout their lives. For the purposes of this research, therefore, we must understand how heteronormativity operates for LGBTQI+ individuals in order to understand their social needs and their perceptions of brands.

When narrating his life story, interviewee Arthur (26 years old) stated that since he was a child he had felt a certain strangeness about some aspects of his identity. He specifically states that as a child he already realized that some of his behavioral and personality traits were considered different from the heteronormative matrix (Butler, 1990): “I think that since I was a little boy, I´ve always known that something … I´ve always had a question that I didn't understand, as if it were a matter of the feminine inside me …, of feeling … yeah … a much greater affinity with my feminine side.”

Gender norms that are incidental to individuals in a heteronormative society embody ideals of femininity and masculinity as a way of regulating gender (Butler, 1990). This social regulation of what is accepted in relation to other people's identity is clear in the interviews when individuals claim to have heard friends, family members, or even co-workers recommend how they should behave and express themselves: “Don't do that, because that's what girls do” (Tom, 29). This perception is connected to concepts of the threats to social identity (Holmes et al., 2016) and stigmatized identities, where the social group assumes that a predefined behavior or an acceptable profile is required to occupy certain spaces (Chaney et al., 2019).

Groups such as transvestites, transgender people and other individuals who subvert heteronormative representations (Butler, 1990; Pullen et al., 2016) are even more affected by stigma and prejudice. Literature has already stated the need for career-enhancing opportunities, an inclusive workplace for transgender individuals (Goryunova et al., 2022; Köllen and Rumens, 2022) and marketplace and brand communication that includes them (Ciszek and Lim, 2021). Likewise, even though the interviewees were only self-declared gay men, they showed a collective sense of concern with other initials in the acronym of the LGBTQI+ group, especially those who suffer most from marginalization and prejudice:

So what I want in life is for transvestites to be able to consume what ‘queers’ consume, both in terms of material goods and access to citizenship, you know what I mean?! This also happens through consumption. (Joe, 31).

Gender norms also influence consumption behaviors. Joe compares the purchasing power of “queers” with the purchasing power of transvestites. He emphasizes the fact that transvestites, who are often excluded from the job market because they adopt a different gender than the one that was assigned to them, experience financial difficulties and consequently have restricted purchasing power. Gays have greater purchasing power because they suffer less stigma and are therefore more likely to be openly accepted in society and get a better job with a higher income.

Interviewee Andrew (29) makes a critique that goes beyond LGBTQI+ representativeness and transfers these labels to other markers, such as race. This excerpt is evidence of how relevant different aspects of identity are in building queer individuals' perceptions (Pirani and Daskalopoulou, 2022):

With these public policies you see gays having access to other workspaces, but they’re white gays. So as a white gay, we have an ascendancy: black gays are still being overlooked. They get an academic degree, but can’t find any work (Andrew, 29).

The greatest concern of the respondents, when they talk about consumption and representativeness, has to do with their attempts to reduce the socioeconomic inequalities that mainly affect the most disadvantaged people in the community. Respondent Josh (31) highlights the social problems arising from the stigma and prejudice surrounding identity issues that involve sex and gender. Josh believes that brands need to look more at social aspects and less at profit, in an attempt to reduce the inequalities that affect the LGBTQI+ community. This view is in line with the analysis of Wooten and Rank-Christman (2019) of the impacts of stigmatized identities (including LGBT) on consumer behavior. To believe that brands should actively adopt social causes is aligned with the perspective of purpose-oriented branding in which the brand is seen as a tool for constructing meaning and for social change (Swaminathan et al., 2020).

By regulating the norms that guide sex, gender and desire, heteronormativity creates complicated circumstances for those who subvert these norms. It is sometimes evident in the interviews that anxiety with regard to the effects resulting from challenging this norm, such as being excluded from social or family life, for example, can lead to individuals behaving in ways they use to try to hide their sexuality. These effects can be perceived as threats in the context of the individual's identity and are perceived not only in their social life but also in consumption situations. Ultimately, it can affect an individual's reactions, such as their perceptions of a particular brand and decisions about consuming or boycotting it (Wooten and Rank-Christman, 2019).

LGBTQI+ perception of brand activism

The relationship between the LGBTQI+ community and consumption not only occurs at the time of purchase and sale but reaches other levels in the lives of these individuals. Respondents believe that companies can be the agents of positive change in the community, which is in line with what was suggested by Carrington et al. (2019).

John (21), for example, believes that brand positioning goes beyond profit intentions: “I think brand positioning says much more about what the brand wants as a company than just selling for the sake of selling (…) and this influences my purchase decision.” The perception that brands can be tools for social change, relate to studies by Swaminathan et al. (2020), who take an expanded perspective of branding that goes beyond a focus on the product and encompasses the purpose and values that are defended by the brand.

Consumers identify more with brands that have values similar to their own and they consequently develop more favorable attitudes and greater purchase intentions. Individuals make inferences about how much companies value their social identity based on the practices of these organizations, either through their people management policies (Achyldurdyyeva et al., 2023), their marketing activities (Chaney et al., 2019), or even their brand activism. Tom (29), for example, stresses that he tries to consume brands that adopt a position like his on social issues: “(…) I try not to consume brands that show a position contrary to what I believe” (Tom, 29).

In this sense, brand activism has a positive effect on the perception of individuals who are aligned with these values, but it distances those who feel that the brand does not represent them (Hydock et al., 2020). The research results make it clear that including members of the LGBTQI+ community exclusively in advertisements is an advance in terms of social boundaries, even if it is considered insufficient. This implies that the greater visibility of these individuals evokes feelings of normality and equality in other members of society. This, therefore, has a positive effect on people's attitudes to these minorities by creating a more open and tolerant society (Eisend and Hermann, 2019), as also expressed in the following excerpt:

Even though it’s only in June (LGBT Pride Day in Brazil) (…) the support of advertisements is important in terms of representation, of being seen in places. When I was a child, I didn’t understand what was happening to me. I didn’t even know I was gay. I didn’t know what it meant. I didn’t have any friends or relatives who were gay, and I regarded that as being strange for me, you know?! So I think that the more we see and treat homosexual couples, or different gender identities as natural, the more we naturalize and learn to respect them better, you know. I always think it's going to be positive (Bill, 30).

In this part of the narrative, Bill touches on an interesting point: brands focus on profit and on engaging consumers and that is the only reason they are inclined to adopt activist practices and show their support for the LGBTQI+ public. On the other hand, this practice is a way of providing LGBTQI+ individuals with visibility. This example is in line with a view in which the focus is not only on the perception of self, but on the broader social changes that are generated by consumption and brand activism (Koch, 2020). Brands, in this case, play a key role in transforming society (Moorman, 2020). Despite agreeing that it is important to have advertising that addresses diversity, Ben (21) still criticizes the way this is done:

You can’t just stick everyone under the same big diversity label (…) I think the media needs to start campaigns that are directed at the community itself. You know: ‘We’re going to run a campaign for gay men’; ‘Let’s do a campaign for lesbians'. I think it’s starting to have more targeted campaigns and understanding the differences of each initial [in the acronym]: what pain these people suffer and how companies can – you know - not heal this pain but offer the possibility of mitigating it. (Ben, 21)

Ben condemns the way LGBTQI+ s are represented in advertising and publicity, which, according to him, erroneously believe that the community is made up of people with homogeneous characteristics and needs. This perception is in line with the findings of Oakenfull (2013), which suggested that companies should not treat this group of consumers as monolithic. Bob (28), in turn, sympathizes with brands that try to formalize support for the LGBTQI+ cause, but end up making mistakes in the way they provide this support. This situation is not uncommon and raises questions about how these brands connect with each other to define what actions to take. As exemplified by the interviewees themselves, some brands end up getting involved in controversies because their discourse is inclusive but their actions contradict this discourse. Bob says that in certain situations brands fail because they know nothing about the LGBTQI+ cause and its history, and he believes that these brands need to have frequent dialog with people in the community.

We see that there is a unanimous opinion that brands need to absorb diversity internally before adopting an activist stance towards the LGBTQI+ cause. The literature shows that activism is probably related to organizational culture and moral perceptions within the company, where there is often internal resistance (Carrington et al., 2019). In this sense, the interviewees believe that first and foremost brands need to trust their workforce of LGBTQI+ people. They claim that inclusive hiring programs make the mistake of only hiring LGBTQI+ people for the lowest-ranking positions to make up the numbers, such as having transgender people working in cleaning roles. Recent studies have shown, however, that in addition to increasing diversity, including this social group in companies also leads to better corporate performance (Hossain et al., 2019).

LGBTQI perception of brand authenticity

Those who belong to groups that have stigmatized identities, in this case, LGBTQI+ individuals, are generally vigilant in situations that threaten their identity, including brand support actions, to which they often adopt a critical stance when observing attempts at inclusion (Chaney et al., 2019; Falco and Gandhi, 2019). With regard to positions that are perceived as authentic, the interviewees mention some brands that, in addition to adopting an activist stance, also act in practical ways in their support for the community, as is clear in the following statement:

Doritos also had a campaign with a lot of diversity at the time of the parade (LGBT), and the income from the snacks that were consumed was donated to Casa 1, which is a house that receives LGBTs who get thrown out of their homes. So it’s great that there’s a brand with this awareness, isn’t it? In addition to the image [it’s creating] it’s donating this money to causes that are important (Bill, 30).

While here we perceive the congruence that exists between discourse and brand practice, this also occurs in situations where positioning is inconsistent. Paul (33) mentions a situation involving Riachuelo (a Brazilian fast-fashion brand) that generated a lot of repercussions among individuals who are part of the LGBTQI+ community: “I think Riachuelo is problematic because we know that its owner supported Bolsonaro's campaign. And they sell tons of LGBT items, don't they?” (Paul, 33). The interviewee mentions the influence the manager's political involvement has on the perception of the discourse the brand adopts. The example cited by Paul refers to Bolsonaro, the former extreme right-wing Brazilian president who is known for the homophobic and discriminatory views he commonly shares in the news or on his personal social networks. This was an example in which the political discourse of people in positions of power blurred the limits of what could be said and done in terms of what was considered acceptable regarding minority social groups (Köllen, 2021). The situation in which the brand that supported the political campaign of a president who is known for his conservative opinions also tried to sell products claiming to defend the LGBTQI+ cause was frowned upon by part of this social group and created a negative perception of the brand's authenticity.

Tom (29) also highlights the influence of political positioning on purchase decisions, citing a situation in which an executive of a pharmacy chain (Panvel) posted a criticism of federal deputy Jean Wyllys (who is a member of the LGBTQI+ community) on his private profile on Twitter:

[ …] I never bought anything from Panvel again after that episode involving Jean Wyllys (…) it all gets a bit mixed up with the Bolsonaro thing, but in a way this is also associated with LGBT matters (…) (Tom, 29).

These excerpts corroborate previous research findings that suggest that LGBTQ + perceptions of gay-targeted advertisement and brand communication are influenced by the context and the communities to which consumers belong (Demunter and Bauwens, 2023). In other words, individuals in more gay-friendly societies, such as the United States and Europe, compared to their Latin American counterparts, may perceive communication differently based on background cues and their experiences.

The incongruity is not always related to political and contextual aspects, but also to people who are perceived as representing the brand. Arthur (26) refers to a large Brazilian bank (Itaú) that carries out various actions that allude to the LGBTQI+ cause (e.g. the area on its website about promoting diversity and flying the flag that represents the movement on LGBTQI+ pride day). There is also the fact that the LGBTQI+ community shared information about a bank employee who had been fired after posting photos with homosexual images on his social media networks. The perception of the bank's chief executive officer (CEO) is also inconsistent vis-à-vis the brand's positioning in the media:

The CEO of the company [Itaú] takes a totally homophobic and racist position. He’s against these places of inclusion and diversity, and then the brand goes there and adopts a position defending the LGBTQI+ cause (Arthur, 26).

This incongruity between what the brand uses as an argument in its positioning, storytelling and corporate practices leads - as Ciszek and Pounders (2020) suggest - to negative consequences for the public the brand claims to represent. In other words, adopting such a different position from that of the CEO on this matter makes individuals question the company's motivation, which may be associated with opportunistic intentions that focus only on improving the image and attracting new market segments (Moorman, 2020). This quote is evidence that brands are struggling to adopt a more inclusive and diverse communication and position, which is aligned with corporate management values. Non-conforming individuals are challenged daily by social relationships, technologies, product offerings and workplace and consumption experiences that are framed in accordance with heteronormative principles (Chauhan et al., 2021; Köllen and Rumens, 2022; Parry et al., 2023). In this sense, brand communication seems to be one more element that adds to this social construction that focuses on the identity binary and as such awakens skeptical and suspicious perceptions in consumers who are part of the LGBTQ + community.

Paul (33) says that after he became aware of Riachuelo's situation, he boycotted the brand as a form of protest. Boycotts occur when consumers stop consuming the products or services of a given brand because they do not agree with its positioning (Chaney et al., 2019; Klein et al., 2004), which can lead to financial losses. The reaction reported by this interviewee is related to identity-based consumption that ends up being impacted by the corporate-political advocacy the brand adopts (Hydock et al., 2020).

Although a consumer's identification with the values defended by the brand generates an approximation and greater purchase intentions, the perception that the brand's position is not authentic tends to mitigate these effects (Hydock et al., 2020). All the interviewees who noticed when a brand has anti-LGBTQI+ attitudes said they stopped consuming it or tried to. It seems that this is the first attitude adopted by LGBTQI+ consumers who are dissatisfied with a brand's position and, therefore, companies need to consider this reaction when building their strategies. Studies by Ciszek and Lim (2021) suggest that the perception of authenticity is linked to four dimensions: credibility, integrity, symbolism and continuity.

The perception that a brand adopts practices that are contrary to the LGBTQI+ public, or different from those defended in activism actions, also impacts the affective dimension, which seems to be even more relevant in brands with which the individual has had a long-term relationship. Consumers who have a close relationship with the brand feel betrayed and a boycott ends up being a form of retaliation for the negative feelings generated by the company, as is evident in the following comment:

I don’t like shopping at supermarkets (…) but I loved shopping at Panvel (a pharmacy chain). There was a store near where I lived that looked like a shopping centre: I thought it was wonderful. I knew the people (who worked there) (…) When there was that thing with the CEO (a homophobic Twitter post), I was heartbroken, you know what I mean? My God! I’ve lost the only place I like to shop, which was Panvel (Joe, 31).

This excerpt demonstrates an almost idealized image of the brand (Bhargava and Bedi, 2022). If brands are forms of individual expression, when the promise that consumer associates with the brand does not meet their expectations, it generates frustration and breaks a bond that was partly based on identity-related issues. We can see, therefore, that the authentic character of support for the LGBTQI+ group must be in the “brand's DNA.” An activist posture also requires a close look at a set of initiatives in the inclusion process, such as diversity management, recruitment that targets LGBTQI+ people, support for social policies and inclusive advertising (Köllen, 2021; Ciszek and Lim, 2021; Vredenburg et al., 2020). Any other form of initiative that does not consider these key aspects is seen as misleading: companies should do more than “talk the talk”: they should “walk the walk” (Ciszek and Pounders, 2020).

Conclusions

For a long time, brands were seen as transmitting signals about the image they intended to build with consumers. A more contemporary perspective assumes that a brand's meaning and perception of quality are also based on the feedback they receive from the market. In other words, the brand becomes a form of expression for the individual because it helps build collective meanings and values. A brand crisis, therefore, may not only be associated with a failure in a product or service but also with certain positions it assumes (Swaminathan et al., 2020). This is how brand activism has gained relevance both academically and managerially. By considering aspects such as the identity and authenticity of brand activism, this study has tried to assess the perception of the LGBTQI+ community about the positioning of a brand in relation to its cause.

Even though the narratives came from gay men and, therefore, represent just one letter of the LGBTQI+ acronym, they are essential for understanding perceptions of the support they receive from brands. Looking at the subject from the perspective of queer theory, we identified the influence of heteronormative regulatory devices in constructing the identity of LGBTQI+ individuals. We also found that this identity influences purchase decisions but above all the perception of individuals regarding brand activism, which is often associated with hidden and suspicious motives that do not have the interests of the cause in mind. The incongruity between a brand's discourse and its practices is a key point in this matter.

Theoretical implications

Brand activism

Despite the increased emphasis in research on diversity, little is still known about how brands should approach this topic. The results of this research make important contributions to the theoretical field of branding. First, by investigating perceptions of brand activism in a specific social group of the LGBTQI+ community; this is the first study on this topic that the authors are aware of. Even though there is research into LGBTQI+ perceptions of advertising, there is very little previous literature on branding and consumer behavior that analyses the reactions that brands generate in these individuals (Ciszek and Lim, 2021; Oakenfull, 2013). In this sense, we respond to the call from Coombes and Singh (2022) and contribute to the understanding of the LGBTQ + community from a consumption perspective that goes beyond the usually investigated concepts (e.g. purchase intentions or brand recommendation) and considers a deeper understanding of the social self-identity of these consumers and its relationship with brand activism. When companies adopt a proactive approach to diversity, they opt for a deeper level of commitment to this group of consumers than a passive approach: management and marketing actions should, as a result, be aligned with brand discourse (Burgess et al., 2023). In this sense, we also shed light on the active brand approach and how it is perceived by LGBTQI+ consumers.

Second, we used queer theory to challenge conventional constructions of gender and sexuality and investigate how subjectivity is constructed in the ordinary and extraordinary practices of individuals, thus playing a key role in the perception we have of LGBTQI+ activism (Pullen et al., 2016). This research presents new insights into our understanding of these consumers using queer theory as an analytical lens, an aspect that has received little attention in the literature on branding and consumer behavior. The approach used by most brands in their communication still follows traditional and conservative perspectives (Pirani and Daskalopoulou, 2022). This research demonstrates how brands struggle to escape from heteronormative communication while being perceived as legitimate by the community they are trying to address.

Brand authenticity

This research analyses perceptions of the congruence and authenticity of brand activism from the perspective of consumers who are part of a socially stigmatized group (Wooten and Rank-Christman, 2019). Our findings contribute not only to previous studies on branding that suggest that engaging in more activist stances can be beneficial for companies (Koch, 2020; Vredenburg et al., 2020) but also to research in the field of psychology that focuses on the behavior of consumers who are part of stigmatized groups (Chaney et al., 2019), especially consumers who challenge heteronormative identities (Pirani and Daskalopoulou, 2022).

The interviewees showed that they pay attention to and can be critical of the brands they choose to consume: they prefer brands that share their vision and values as individuals. On the other hand, consumers seem to identify actions and the companies that adopt incongruous brand activism policies and behind-the-scenes practices. In addition to being associated with opportunistic and woke-washing practices (Vredenburg et al., 2020; Demunter and Bauwens, 2023), this lack of consistency may result in consumer boycotts (Klein et al., 2004).

Possibly due to the intense social transformation that has been taking place in the struggle for recognition, brands are increasingly seeking to include LGBTQI+ in their communication actions, in their discourse and sometimes in their organizational culture. This inclusion demonstrates that LGBTQI+ has been gaining space in society, even though conservative reactions try to neutralize these achievements. We also have, however, brands that, through mimicry, opportunism and/or idealism (Kapferer, 1997), use this positioning approach only for commercial purposes. This duality in support attempts is perceived by the LGBTQI+ community, which views these actions with distrust and often as having ulterior motives and offering no genuine support to the community (Demunter and Bauwens, 2023). Since consumers seem to be used to heteronormative standards in their experiences, technologies and social interactions (Chauhan et al., 2021; Parry et al., 2023), they also seem more attentive to the discourse adopted by brands and its underlying elements. Consumers are generally critical and engage in moral judgment with regard to how brands position themselves and what values and causes they defend (Hoppner and Vadakkepatt, 2019; Hydock et al., 2020). These research findings confirm that LGBTQI+ consumers are no different; they are attentive to brands that adopt a genuine and transparent position to their cause.

There also seems to be a discrepancy between the perspective used by some companies when positioning themselves in relation to the LGBTQI+ cause and the expectations of their consumers. Companies are perceived in accordance with the “calculative view,” which associates brand activism with a game to be won. While not necessarily manipulative in its essence, it focuses on improving the image and attracting new market segments; in other words, it has a utilitarian bias. Consumers, however, seem to expect the motivation for brand activism to follow a “brand authenticity view,” with the brand positioning itself as believing in this view, which is consistently reflected in its institutional practices and policies (Moorman, 2020). In this sense, this research answers the call of Burgess et al. (2023) because it deepens our understanding of the impact that a brand's approach to diversity has on consumers' perception of authenticity.

Since community experience and levels of acceptance of homosexuality differ across the world, this research also advances the field of knowledge by shedding light on consumers in a specific region. They may have different experiences in the LGBTQI+ community than their peers in Europe and North America, who are the focus of most studies that consider this consumer segment (Demunter and Bauwens, 2023; Ueno et al., 2023). Finally, these analyses also enable us to reflect on the desired future regarding issues of gender, sexuality and identity, which despite being topics that have always existed, are more “current” than ever. Although the brand approach to LGBTQI+ topics is limited, those companies that are perceived as being authentic activists (Sibai et al., 2021) are viewed more favorably by consumers.

Implications for management

From a managerial point of view, this research contributes by suggesting possible paths that marketing and branding managers might follow, especially when considering the identity of their target audience and the connection that the brand wants to establish (Intharacks et al., 2022; Burgess et al., 2023). The brand must engage with this audience using practices that are congruent with the arguments used in its communication, while its brand activism must be perceived as authentic by the community (Hydock et al., 2020; Ciszek and Pounders, 2020).

The authenticity of the support for the LGBTQI+ group must be in the DNA of the brand that considers supporting it, otherwise, it will be perceived as a merely commercial ploy or woke washing. Many of those we interviewed believe that the reason for support that focuses only on LGBTQI+-themed advertising is financial gain since brands have no other structured support policies. Consumers are alert to marketing and communication initiatives that are incongruent with brand practices and any perception of woke washing harms the market and brand image (Sibai et al., 2021; Vredenburg et al., 2020).

Based on these findings, marketing professionals who want to reach the LGBTQI+ community need to consider their history of fighting for equality and the social relationships that result from these situations. The social participation of brands is intense, and therefore, they need to be responsible and sensitive when dealing with the subject. It is the duty of everyone who is part of an organization and behind a brand that has a culture of LGBTQI+ support to ensure that any progress they make is not transitory.

As a result of the interviews, we identified three fronts considered essential for brands when it comes to supporting the community in a responsible way: media diversity, organizational diversity and the internal culture of the organization. The interviewees believe that media actions should also represent the less numerous subgroups of the LGBTQI+ community, such as transvestites and transgender and intersex people. This would reinforce the feeling of equality and representativeness of those who identify with this social group. Brands need to consider adopting a consistent, across-the-board approach to diversity media when they include LGBTQI+ in their actions.

There are different levels of oppression within the LGBTQI+ community and this is reflected in the socioeconomic conditions of these individuals, such as the aforementioned case of transvestites and transgender people, who may be subjected to poor conditions to ensure their survival. The interviewees believe that diversity within the organization may be an essential path for these people to improve their lives. In this sense they consider that programs for hiring and training LGBTQI+ people are necessary, thus enabling them to be assimilated by companies and grow professionally.

Another implication we identified in the data analysis is the need to create an organizational culture in which respect for diversity is a value. It is important that this culture is implemented by way of programs for all employees in the organization, thus making it possible to deconstruct any existing prejudices and improve people's access to knowledge and clarification on issues related to LGBTQI+ diversity.

Limitations and future studies

The narratives came from gay individuals and, therefore, only one letter of the LGBTQI+ acronym is represented. Lesbians and transgender individuals were briefly discussed because the interviewees themselves raised this topic, especially recognizing the fact that even though gay men are part of a social minority, they are still in a position of privilege compared to transgender people. Society has apparently accepted lesbians and gay men, whereas transgender or transexual people have less visibility and are more ostracized in the market and workplace (Köllen and Rumens, 2022). Our study did not discuss intersex people either, especially because, unlike transgender or gay individuals, people with intersex conditions have an anatomy that is not considered typically male or female (ISNA, 2023). Since our research did not consider anatomical differences or interview people from such groups, we should not generalize these results to encompass all LGBTQI+ communities. Recent research has drawn attention to the fact that transgender and intersex individuals are still marginalized even in queer literature and gender studies and thus require specific attention, especially due to their precarious position in society, not only in terms of their consumption experiences but also of their visibility in the workplace and their social relationships in general (Chaudhry, 2019; Goryunova et al., 2022; Köllen and Rumens, 2022). Even though gay men are perceived more negatively than other groups of the acronym, such as lesbians (Bettinsoli et al., 2020), future studies should shed some light on the perspective of these groups.

As queer theory is also a critique of identity that suggests a more fluid understanding of gender and sexuality, by focusing only on gay men this research offers only a partial view of the phenomenon (Pirani and Daskalopoulou, 2022). Although gay subjects were essential for understanding the perceptions about brand activism in this research, future studies should include other groups that are part of the acronym, and in doing so, this would add a more diverse perspective of identity as advocated by the theory. Further studies could also explore other variables that impact the behavior of LGBTQI+ consumers, such as the perception of discriminatory or stigmatized treatment in consumption or service spaces (Chaney et al., 2019).

Another limitation of the study is its focus on a sample of individuals from Brazil, a collectivist society. This is evident both in what they say about other groups, such as transsexuals and black gays and in the way they look at brands as a tool for social change (Sibai et al., 2021). Societies with these cultural characteristics emphasize group interdependence and well-being to the detriment of individual autonomy and achievements (Hofstede, 2001). Future research could include members of the LGBTQI+ community from other countries, contexts and cultural spectra (Demunter and Bauwens, 2023).

Table A1

Semi-structured interview script

Aspects investigated	Research goals	Survey questions
Identity aspects and queer theory	To understand how the individual perceives himself/herself/themself in society and the LGBTQI+ community, and which aspects they consider are important with regard to their identity	So I can get to know you better, I'd like you to talk a little about who you are. You can tell me whatever you like
		Tell me a little of your life story. Do you remember when you began to understand you were gay?
		Tell me a little about your story with the LGBTQI+ movement
Survey of the perception of advertising support actions	To understand the relationship of the individual with consumption, and the way in which the individual perceives LGBTQI+ activism practices by brands and their reactions	How do you perceive the way LGBTQI+ are represented in brand marketing?
		Can you indicate any brand that demonstrates any type of support for the LGBTQI+ cause? Tell me about it. (What is your relationship with this brand like – do you use it. Why do you use it, and if not, why not …)?
		Do you know or have you heard of a brand that supports the LGBTQI+ cause that has controversial attitudes? What is your story (the story of a friend) with it?

Source(s): Elaborated by the authors

Conflict of interest: On behalf of all authors, the corresponding author states that there is no conflict of interest.