The annual Auckland Pride festival (5 February - 21 February) has been running for the past four years and the highlight is the Pride Parade, which saw colourful floats and well-known drag queens sashaying down Ponsonby Road on Saturday. Here’s a look at how the parade’s sponsors were involved to show their support for the rainbow community. PLUS: why embracing the rainbow community is not only good for New Zealand as a whole, but is also good for businesses after the lucrative 'pink dollar'.
Marketing, advertising & media intelligence
Advertising can be a bit like a mirror, or perhaps more like the Mirror of Erised (cue cheesy reference) from Harry Potter where an idealised version of ourselves is reflected back at us. When targeted well it can be so pervasive that we come to think of advertising scenarios as being normal “Of course I should be wearing those shoes”, “Clearly I need that marble bench top in my kitchen”. Advertisers try to reflect our relationships too, marketing to couples and families. But wouldn’t it be strange to see advertising bypass us, for us to see ads embodying relationships or representations of people that don’t reflect our reality. For the reported 10 to 15 percent of New Zealanders that make up our LGBT community, it has been like this for a long time. But things are changing, the world is slowly but surely progressing, and so is the advertising world along with it. Here are a few examples of advertising that includes this community, and why it would be of interest for advertisers to continue doing so, particularly in light of gay marriage increasingly becoming legalised in more countries.