Color of money: Are brands buying into or cashing in on the LGBT community?

MANILA, Philippines — In July 2016, Smart Communications — the wireless arm of telco giant PLDT, Inc. — came out with a heart-warming TV advertisement targeting a market that had long been ignored by many companies.

In the TV ad, a gay man was debating whether he would accept his father’s friend request on Facebook. As he scrolls through his Facebook profile filled with pictures of him and his partner, the son finally decided to hit the “confirm” button.

“Dad, inaccept na kita (Dad, I’ve accepted you),” read the gay son’s message to his father.

“Anak ako rin (Me too, son),” the father replied. The ad, which went viral on social media, ends with this message: Break barriers for new beginnings.

Five months later, PLDT’s rival Globe Telecom, Inc. released a gay-themed commercial for its international roaming service. The Globe ad features a Pinoy tourist who was smitten by a Thai boy in Bangkok.

With the recent emergence of LGBT-targeted ads in the Philippines, are businesses in Asia’s biggest nominally Catholic nation starting to realize that tapping the gay market makes financial sense?

The ‘pink’ market

Many LGBTs exercise a big role in decision-making in the family, including finances, and some companies in the Philippines are now acknowledging the community’s buying power, which "should never be ignored," said Niño Jose Gonzales, a copywriter at advertising agency BBDO Guerrero.

But Gonzales said businesses in the country “still have a long way to go” especially in creating more LGBT-oriented ads.

In 2015, homegrown fashion brand Bench stirred up controversy when it blacked out the hands of a gay couple for an ad on a billboard on EDSA-Guadalupe, triggering a social media campaign called #PaintTheirHandsBack.

According to reports, Bench later explained that its billboard — which was used to promote the company’s "Love All Kinds of Love" campaign — was not defaced as initially assumed by social media users but censored because the Ad Standards Council "rejected photos of the couple looking lovingly at one another, citing ‘traditional Filipino family values’ as a reason."

Niche market in a conservative country

Meanwhile, many firms don’t see the need to target the LGBT market, arguing that members of the community are already included in the male and female population.

Many corporations are also hesitant to spend millions on ad campaigns targeting a minority sector.

"I think pink money has always been there. As we humans have diverse interests and priorities, members of the LGBT will spend on and distribute their pink money on things that they need and hobbies that interests them. We go to the gym. We spend on groceries. We go on vacation, the list continues," Gonzales, who also teaches marketing and advertising at De La Salle University in Manila, told Philstar.com.

"But to have companies cater exclusively to a niche market, especially in a conservative country like ours, is not yet common," he added.

Results of the “Project Pink” study conducted in 2011 by the Philippine Survey Research Center (PSRC) showed one in 20 Metro Manila residents openly identifies as a member of the LGBT community.

Adding those who are “in the closet,” actual numbers would be higher.

“Interestingly, bisexuals and transgendered individuals have significantly higher purchasing power than straight people,” Andrea Dizon, PSRC associate account director, was quoted as saying in a 2013 article by BusinessWorld. “In fact, awareness for brands is higher among the LGBTs.”

'Most products are biological gender specific'

But for Jade Ilagan, strategy director at independent advertising agency IdeasXMachina, measuring the power of pink money is a difficult task.

"In terms of pink money, I am not so sure about the power it has currently. I don’t think also that there is a way to gauge it as most products, if not all, are still biological gender specific,” Ilagan explained in a separate interview with Philstar.com.

"Take for example sanitary napkins. This product will always benefit from money coming from women, regardless if they are members of the LGBT. I am unaware of products that are sexuality-specific," he added.

"In terms of advertising, I think we are currently doing it. We’ve seen commercials from Bench, Smart, that focus on LGBT-related topics like coming out and acceptance. These forms of advertising could be the ones that encourage purchase from pink money, although it still couldn’t be exclusive," he continued.

Cashing in on Pride month?

LGBT Pride is celebrated in more than 60 countries every year, mostly in June.

This month, companies like Adidas and H&M created rainbow merch to mark the celebration of the Pride movement — a stark contrast to the past when businesses were afraid to associate their brand with LGBT marches and parades.

"I do agree that Philippine companies are now slowly showing their support towards the LGBT community. We see campaigns that foster inclusivity and acceptance towards gay people," BBDO Guerrero's Gonzales said.

"I just hope that these efforts come from well-meaning intentions rather than just a ploy to attract the community for us to support the brands that label themselves as our ally. We know a good soul when we see one," he added.

With big and small businesses wanting a bite of the LGBT market, advocates fear corporations are exploiting a group that has been historically neglected.

Ging Cristobal, project coordinator for Asia at OutRight Action International, said that while LGBT-targeted ads give visibility, companies must tread lightly to avoid perpetuating stereotypes that may further harm the gay community.

Last year's Pride March included statements on the political climate in the Philippines as well as support for workers who were on strike against a condiments giant. With this year's emphasis that Pride is a protest, the community is even more on guard against being used by corporate brands.

A march on Friday to commemorate the 1969 Stonewall riots in New York also put the spotlight on labor contractualization, issues of Philippine sovereignty, and alleged attacks on farming communities, alternative news website Bulatlat.com reports.

The same report quotes "Marky" of LGBTQIA+ group Kasarianlan as saying the community cannot be free until everyone is "because every sector has a member of [the community], be it on the peasants’ sector, fisherfolks, a contractual employee or a student."

Is visibility enough?

The visibility that "pink" ads bring may also not be enough to muster support for legislation that aim to protect the LGBT community, Cristobal also said, adding that it is still up to advocates to convince and educate lawmakers.

In the Philippines, the Senate failed to tackle the anti-discrimination bill before the 17th Congress ended.

The proposed Sexual Orientation, Gender Identity and Expression Equality (SOGIE) bill was meant to address, penalize and prohibit "discrimination, marginalization, and violence on the basis of sexual orientation, or gender identity or expression" and to promote non-discrimination through government programs and initiatives.

According to House Bill 4982, sexual orientation is to whom "emotional, sexual attraction, or conduct" is directed while gender identity is "the personal sense of identity as characterized, among others, by manner of clothing, inclinations, an behavior in relation to masculine or feminine conventions."

Gender expression, meanwhile, is "the communication of gender identity through means such as behavior, clothing, and hairstyles, communication, or body characteristics."

Senators—including Sen. Manny Pacquiao, who is known to base his legislative positions on the Bible—were cool to the idea. Pacquiao argued on the Senate floor in 2017 that "even in the Bible, we can read that women should wear women's clothes and men should wear men's clothes."

He said that not doing so could lead to "fraud" and even put LGBT people in danger, implying that the death of transwoman Jennifer Laude at the hands of US Marine Joseph Scott Pemberton was because she had "fooled" him.

Even President Rodrigo Duterte, who has been quoted as saying LGBT people should not be ashamed of who they are, uses gay as a slur, claiming in February that 40% of communist rebels are gay, and in December 2018 that 90% of priests are.

Had the Senate passed the bill and had it been signed into law, it would have penalized discrimination in, for example, hiring and advancement at work and in refusing services because of a person's SOGIE.

It would also have prohibited and punished "harassment, coercion, or threats from members of institutions involved in law enforcement and the protection of rights on the basis of SOGIE" as well as "outing" someone without their consent.

The 19-year-old measure — which hurdled the House of Representatives in 2017 — will have to be re-filed in the next Congress like other pending bills.

More progress has been made on a local level, with Transgender Philippines noting in 2017 that anti-discrimination ordinances have been passed in 15 cities and one town—including Quezon City and the regional centers of Baguio City, Cebu City, and Davao City.

At the provincial level, Agusan del Norte, Batangas, Cavite, Dinagat Islands, and Iloilo have similar ordinances.

Good intentions, not-so-good execution

Meanwhile, a June 2018 Social Weather Stations survey found that 61% of Filipinos say they will oppose any law that will allow civil union of same-sex couples.

"Capitalism and the ads that businesses create can give visibility. But the question is: What kind of visibility? Do they perpetuate and maintain the stereotypes or do they go beyond the stereotypes and help LGBT activism — maybe show balanced information, balanced messaging?" Cristobal told Philstar.com in a mix of English and Filipino.

"Sometimes, businesses and capitalists don’t know better... Their intention is good but the execution is not that good because they are unwittingly perpetuating stereotypes, thereby causing further discrimination and abuse," Cristobal added.

"The right move is for businesses to engage with activists so they’ll know what will help the community... Advertising agencies should also engage with activists and attend workshops on SOGIE so we can influence how they will execute the campaign of that particular company," Cristobal also said.

source: philstar.com

LOOK | Rainbow cheers and love at the Metro Manila Pride March

On Saturday, June 24, some 7,500 members of the LGBTQ+ community and their supporters gathered in Marikina City for this year’s Metro Manila Pride March and Festival. Colorful floats, people in rainbow-inspired clothes and accessories, and big and small rainbow flags set the happy and safe atmosphere. Most of all, the unity was palpable as curious spectators were welcomed to join the parade and as a group condemning the community were peacefully tolerated by organizers and participants.

Known as the longest running Pride March in Southeast Asia and now on its 23rd year, “Here Together”—“calling for the community, its allies, friends, family, and even strangers, to come together in a safe space to celebrate love, rights, and pride.”

Nicky Castillo, Co-Coordinator of Metro Manila Pride said in a statement, “At the Pride March and Festival, we provide people with a space where they can express their true selves without fear. But this year, we also want to call on the non-LGBTQ+ people who support us to stand up, speak out, and march on for us. Our voices have been loud these last 23 years. But in our campaign for equality, we need more voices. We need your voices.”

Metro Manila Pride also brought its #PassADB (Anti-Discrimination Bill) campaign on the forefront.

Co-coordinator Loreen Ordoño also told InterAksyon, “It’s important to have these voices standing here together with us because we can’t do it alone. The non-LGBT folks are our family members, co-workers, schoolmates, etc who can help us in the fight against discrimination, hate, and can also help us lobby for the passage of the bill into law. We need their voices.”

 Marikina has been celebrating its own pride marches for the past years; this is the first time it is hosting the metro-wide march and festival. As such, organizers of the Metro Pride March praised Marikina as one of those cities helping to create a safe space for the LGBTQ+ community.

source: interaksyon.com

Openly gay athlete Jason Collins calls Manny Pacquiao a ‘bigot’: ‘You should never hold public office’

US sports equipment giant Nike on Wednesday axed Manny Pacquiao after he described gay couples as “worse than animals”, slamming the Filipino boxer’s remarks as “abhorrent.”

A Nike statement said the company had severed its ties with Pacquiao, who triggered a firestorm of controversy with his comments to a Filipino broadcaster earlier this week. 

“We find Manny Pacquiao’s comments abhorrent,” a Nike statement said.

“Nike strongly opposes discrimination of any kind and has a long history of supporting and standing up for the rights of the LGBT community… we no longer have a relationship with Manny Pacquiao.”

Devout Christian Pacquiao, 37, had issued an apology soon after the controversy erupted.

“I’m sorry for comparing homosexuals to animals. Please forgive me for those I’ve hurt,” Pacquiao said in a video post on Instagram, his arms crossed.

Pacquiao, who is running for a seat in his country’s Senate, said he was not condemning homosexuals but was standing by his conservative Christian faith.

“I love you all with the love of the Lord. I am praying for you.”

Pacquiao told television station TV5 earlier this week: “It’s common sense. Do you see animals mating with the same sex? Animals are better because they can distinguish male from female.”

“If men mate with men and women mate with women, they are worse than animals.”

Pacquiao’s comments were greeted with revulsion in the United States, where same-sex marriage is enshrined in law following a historic Supreme Court ruling.

Jason Collins, the first openly gay athlete in the NBA, dismissed Pacquiao as “bigoted.”

“I lost all respect for you,” Collins wrote on Twitter. “Bigoted people like you (yes you are one) should never hold an office in politics.”

Pacquiao’s long-time rival Floyd Mayweather — who outclassed the Filipino in their money-spinning mega-fight last year — also took aim at the remarks.

“We should let people live their lives the way they want to live their lives. To each his own,” Mayweather was quoted by TMZ Sports as saying.

Gay marriage is outlawed in the Philippines due to strong opposition from the Catholic Church and 80 percent of the country’s 100 million people subscribe to the faith.

Gay marriages are officiated at small churches but are not recognized by the mainstream church or the state.

Pacquiao’s remarks angered some of his compatriots, with the country’s most popular gay comedian, Vice Ganda, urging his 6.7 million Twitter followers to “#PrayForMannyPacquiao”.

“Some people think they can judge people, like God, just because they’ve attended a prayer meeting and read the Bible,” he said.

Singer Aiza Seguerra, who recently married her actress-girlfriend, called on Filipino voters to boycott Pacquiao, who is also preparing for his last boxing fight in April, calling him an “ignorant, bigoted hypocrite”.

“You might have done our country proud but with your statement, you just showed the whole country why we shouldn’t vote for you,” Seguerra said in a post on Instagram.

source: interaksyon.com

Landmark rulings see US Supreme Court move to the left

WASHINGTON DC - With four justices appointed by Democratic presidents and five by Republican leaders, the US Supreme Court is generally perceived as being weighted in favor of conservatives.

But after two historic rulings in a week supporting progressive causes -- legalizing gay marriage across America and upholding President Barack Obama's health care overhaul -- the conservatives are lashing out.

They are slamming what they see as a blatant disregard of the law in favor of a win in the court of public opinion.

Ultra-conservative justice Antonin Scalia called the 5-4 ruling in favor of legalizing gay marriage nationwide a "judicial putsch" that was "lacking even a thin veneer of law."

"Just who do we think we are?" asked Chief Justice John Roberts, who also opposed the gay marriage ruling.

He said the ruling had "nothing to do with" the Constitution and blasted the decision as "an act of will, not legal judgment."

Scalia also lambasted his colleagues for voting 6-3 to uphold "Obamacare," which has extended health insurance to millions of Americans.

Conservatives say Obamacare represents unconstitutional government intrusion into the lives of private citizens.

"Today's opinion changes the usual rules of statutory interpretation for the sake of the Affordable Care Act," Scalia wrote.

"We should start calling this law SCOTUScare," he added, using the acronym for the Supreme Court.

 'Judicial activism'

Aside from the health care and gay marriage rulings, the court also voted in the past week to uphold a key tool used to fight housing discrimination -- another big win for the Obama administration.

In the past, other landmark Supreme Court rulings have ushered in the legalization of abortion, the end of racial segregation in schools, and the authorization of mixed-race marriages.

But this week's decisions left some accusing the court of siding with public opinion -- and not the Constitution.

Ryan Anderson, a research fellow at the conservative Heritage Foundation, called the gay marriage ruling "perhaps as clear of an example of judicial activism as any we have seen in recent years –- or are likely (hopefully) to see in the future."

"The majority of the Court simply replaced the people’s opinion about what marriage is with its own," he said.

In each of this week's three main big rulings, Justice Anthony Kennedy, who was appointed in the 1980s under the conservative Ronald Reagan but is considered moderate, sided with his progressive counterparts.

Roberts, the chief justice, also added his vote to the health care ruling, perhaps to protect the court from accusations it voted along political lines.

Constitution 'pliable, long-lasting guide'

"This is not about a 'conservative' or 'liberal' court," said Lisa Linsky, a partner at the McDermott Will & Emery law firm.

"This is about the highest court in the land being cognizant of the world around it and the fundamental principles and protections that are embedded in our constitution," Linsky said.

"The founding fathers of this country created the constitution to be a pliable, long-lasting guide for living life in a civilized society," she added.

These cases "impacted real people in profound and far-reaching ways," she told AFP, noting that "any other result would have caused chaos."

If the Obamacare ruling had gone the other way, millions of people could have been left without health insurance.

"Their attention in that case to the economic realities of the health insurance market was part of their statutory interpretation, not some free-floating analysis of what would be good policy," said David Cruz, an expert from the University of Southern California Gould School of Law.

In the gay marriage ruling, Kennedy wrote that same-sex couples should not be denied the "constellation of benefits" afforded married partners, such as tax and inheritance rights.

Mary Margaret Penrose, a law professor at Texas A&M University, noted that "the receipt of these benefits traditionally are matters of policy and legislation, not constitutional mandate."

Steve Sanders, who teaches constitutional litigation at the Indiana University Maurer School of Law, said the court should be expected to show some flexibility.

"The point is not that we should make law by opinion poll," he said.

"The point is that, under our Constitution, we expect courts to step in and act when a minority group is being denied a fundamental right based on the transient passions and discredited motives of a political majority."

Statistics show that during the current Supreme Court session, which is set to end Monday, the justices have taken more left-leaning decisions.

According to a New York Times analysis, about 56 percent of rulings by the court were considered progressive.

source: interaksyon.com