A queer-y into corporate social advocacy : adult Gen Z LGBTQ+ perceptions of advocacy communications
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This study explores how adult Gen Z members of the LGBTQ+ community perceive queer focused corporate social advocacy (CSA) efforts. Despite the potential for positive brand engagement, many CSA campaigns are criticized as "rainbow-washing," where organizations make superficial displays of support without meaningful action. Through qualitative interviews with 10 Gen Z participants, this research identifies key themes that brands should consider to achieve a more welcomed and well intentioned show of advocacy. These include financial contributions to LGBTQ+ causes, authentic representation, following through on promises, and maintaining year-round, holistic support for diversity. The findings highlight the importance of genuine, action-based CSA that integrates LGBTQ+ voices within corporate practices and public campaigns. Ultimately, the study underscores that for CSA efforts to resonate, organizations must go beyond performative gestures and demonstrate a consistent, values-driven commitment to the community they aim to support.
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M.A.