"'LGBTQ+ audiences feel turned off when studios and brands signal their support in a way that feels performative. Examples include LGBTQ+ content by non-queer writers and rainbow-washing.'"
"'Heated Rivalry was a wholly queer production written by an openly gay director, and this genuine reflection of queer culture is why it struck such an emotional chord with viewers.'"
"'The apparent lack of advertiser demand surprised me, considering how many people still talk about this show, even months after the premiere.'"
"'Many brands show support toward the LGBTQ+ community when it's trendy to do so, but when it became unpopular, they hesitated to align with these causes.'"
LGBTQ+ audiences are increasingly disillusioned with performative support from media companies and brands. Examples include non-queer writers creating LGBTQ+ content and superficial rainbow-washing. 'Heated Rivalry' stands out as a genuine queer production, resonating emotionally with viewers due to its authentic representation. Despite the show's popularity, there is a noticeable lack of unique advertising, raising questions about marketer engagement with LGBTQ+ audiences. Many brands only support LGBTQ+ causes when it is trendy, leading to hesitance in more conservative climates.
Read at AdExchanger
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