I vividly remember my first ever Mardi Gras. The glitter. The sweat. The impracticality of wearing a set of giant, rainbow, feathered wings along a very crowded Oxford Street. My god! What a time it was. Often referred to as ‘Gay Christmas’, Mardi Gras represents a special time for the Australian LGBTQIA+ community. It’s a coming together of chosen family; a celebration of what our forebears have fought for and what we still have to fight for today.

Community spirit aside, Mardi Gras is undoubtedly a money-making machine, with the parade routinely making in excess of $40m for the NSW economy. These figures are expected to rise dramatically in 2023 when Sydney hosts World Pride.

With this in mind, it’s no surprise that brands have flocked to the event over the past decade. From ANZ’s iconic GAYTMs, to Holden wrapping utes in rainbow flags, there’s been a surfeit of Aussie brands getting in on the action. But just because a brand can align itself doesn’t always mean it should.

For one, advertising during Mardi Gras has historically depicted a one-dimensional view of the queer community, privileging white, muscled cis-gender gay men. In short, there’s been a lot of G and not much L,B,T,Q,I,A,+.

Professor Katherine Sender at Cornell University has highlighted the fact that marketers continue to avoid targeting or portraying lesbians. She goes on to say that “other forms of sexual identities, including bisexuality and transsexual identities are virtually absent from any form of commercial representation”.

And this lack of true community representation speaks to a much broader problem.

Amongst the sparkle, cocktails and sheer extravagance, the other common error brands make is forgetting that these fantastical trappings emerged from a civil rights movement that continues today.

We can’t forget that the first Mardi Gras was held in recognition of the Stonewall riots which was predominantly led by trans-women and lesbians of colour.

For marketers, recognising this history is critical.

After all, Mardi Gras was a protest before it was a party. It was about queer rights in a world where being queer was extremely dangerous. Following the inaugural Mardi Gras in 1978, 178 people were arrested with many assaulted at the hands of police. The Sydney Morning Herald went on to publish detainees’ personal details resulting in many losing employment, housing and family relationships.

It’s for this reason that it is not enough for brands to roll out rainbow coloured merchandise, to occasionally feature drag queens in their ads, or to do a ‘special’ Mardi Gras social post. At its absolute best, this kind of marketing activity might help increase visibility (albeit, in a way that plays heavily to queer stereotypes). At its worst, it’s performative solidarity.

No, if brands want to profit off the riches of Mardi Gras, they need to consider ways they can support the community in an enduring capacity. But what does that actually look like? And who is doing it well?

Lion, which recently announced Little Creatures as the official beer of Mardi Gras 2022 and World Pride 2023, is a case in point. Initially supporting the event three decades ago, Lion has a legacy with Australian pride. Beyond that, the business is also committing to a multi-year relationship with Bobby Goldsmith Foundation – Australia’s longest-running HIV charity.

Looking internationally, beauty brand M.A.C has been a strong advocate for the queer community since its inception in 1984. Their Viva Glam range has raised over $500m globally in the fight against HIV/AIDS. As a brand they have also consistently strived for greater, more diverse queer representation, famously naming Ru-Paul as Viva Glam’s first ever spokesperson in 1994.

As these examples suggest, done well, brands advertising during Mardi Gras have the ability to support the LGBTQIA+ community through increasing visibility, financial support and cultural clout. They are aligning their entire organisation with the community in tangible and enduring ways.

None of this is to discourage brands from getting involved. Hell, I of all people understand the allure of Mardi Gras.

No, instead it’s about approaching it with an understanding of the full picture, and a willingness to ask some tough questions of your business.

Does your business purpose align with this?

What will be the ongoing nature of your support?

How can you help advance the conversation?

What learning does your business need to do and how will this be reflected in your DE&I policies?

Is what we’re doing reflective of the full community and championing under-represented groups in our communications?

Are your agency partners similarly committed and do they have exposure and an understanding of the lived experiences of the queer community to effectively advise?

From there, it’s a matter of understanding the repercussions of these answers across your organisation. From marketing, to the product, to your guiding values. It needs to be something that you (and your partners) live and breathe through action.

In doing so, this will ultimately lead to marketing activity that is more considered, purposeful and resonant with a community that is still marginalised in contemporary society. Your brand can be part of changing that.