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

Gay Pride parade engulfs Sao Paulo despite unease over Brazil's conservative turn

SAO PAULO, Brazil — One of the world's largest LGBT Pride parades took center stage in Sao Paulo on Sunday, with the carnivalesque festivities tinged with unease over Brazil's conservative political climate under President Jair Bolsonaro.

Tens of thousands of people took part in the annual march through the heart of Brazil's economic capital, traditionally an exuberant celebration of camp, color and fantasy.

But this year, many participants said they were turning out because they feel their liberties are increasingly under threat.

"I came to fight against homophobia and disrespect," said 31-year-old Monique Barber, who said she faced verbal attacks at the start of the march.

"We have a homophobic politician and we are seeing things go backwards. Just imagine being attacked at the LGBT march itself," she said.

Bolsonaro, a right-wing ex-army officer who was elected president last year, has a long history of homophobic, racist and chauvinist remarks.

Since taking office January 1, he has doubled down on that anti-gay posture, calling a recent Supreme Court decision criminalizing homophobia "an error."

Bolsonaro, who is Catholic, has strong support from Brazil’s growing Evangelical community.

This week he became the first Brazilian president to join the annual "March for Jesus," also held in Sao Paulo, an event that attracts Evangelical faithful from around the country.

Marina Fernandes, 19, said she was taking part in the march for the first time in support of LGBT rights, although she identifies as heterosexual.

"I came because I feel empathy and because I believe in respect for others. You don't have to be homosexual for that," she said.

Nineteen sound vehicles ran the length of the parade route, laden with music acts that include Spice Girl Mel C, as well as the Brazilian performers Karol Conka, Iza and Luisa Sonza.

'50 Years Since Stonewall'

This year's theme is "50 Years Since Stonewall," in tribute to the protests at a New York gay bar in 1969 that helped launch the modern LGBT rights movement.

Pedestrian crossing lights on Paulista Avenue were retouched for the event; instead of the traditional red and green, they flash same-sex couples.

A medical station displayed enormous rainbow decorations, and some businesses joined in, draping storefronts with the movement's symbolic colors.

"Prejudice has a cure, through education," read a sign borne alongside the parade's lead sound truck.

"I define myself as powerful," said a smiling Jonathan Alves, 27, ducking discussion of his sexual preference.

Wearing black pants and bra, his lips daubed with pink lipstick, Alves said he had overcome his fears to take part in the march for the first time.

"You have to come because it helps you accept yourself. Some people hide their entire lives and it's important to accept yourself, and even more so to show that we are no different," he said.

Brazil under Bolsonaro is a scary place, said demonstrator Felipe Ferreira, 27.

"We have a homophobic government that promotes and facilitates the carrying of weapons. A president that does not believe that homophobia is a crime, and who empowers intolerant people," he said.

Ferreira, who lives in the Sao Paulo area, said that the LGBT community outside of the big cities is extremely vulnerable.

"Just holding hands with your partner could cost you your life," said Ferreira, who was shirtless and had a rainbow flag tied around his neck.

source: philstar.com

South Korea's pride parade marks 20 years in blaze of color

SEOUL, South Korea — Tens of thousands of LGBT South Koreans and their supporters paraded through central Seoul Saturday for the capital's 20th gay rights march, with ruling Democratic Party members taking part for the first time.

The parade, some 70,000 strong according to organisers, made its way through the South Korean capital with participants dancing on open truck beds and waving rainbow flags.

"People who used to be invisible are here to show that they exist," said Jeong Min-hee, a 26-year-old participant.

"It's so much fun, I'm very excited and it feels so good to be in solidarity with others."

South Korea is Asia's fourth biggest economy and a capitalist democracy, but lived through decades of military rule when evangelical Christianity was widespread and framed the communist North as evil.

Christian churches still have enduring political influence in the South, and they are now targeting sexual minorities, activists say.

"The conservative Christians consider both -- communists and sexual minorities -- as deserving to be demonised in South Korean society," said Lim Bo-rah, a senior pastor at an LGBT-friendly church in Seoul.

But changes in society are afoot. Members of the ruling, left-leaning Democratic Party (DPK) participated in the event for the first time this year and CASS, one of the South's largest beer brands, on Friday became the country's first major company to openly support gay rights.

The South Korean President Moon Jae-in -- a former human rights lawyer -- has spoken only vaguely on gay rights. His political rivals and LGBT activists say he is trying not to alienate supporters.

As the front-runner in the presidential race in 2017, Moon said in a television debate that he "opposed" homosexuality in the military.


-'We were invisible'-


"We decided to participate because we wanted to show that LGBT people and their allies exist even within the ruling party," said Kim Min-seok, one of some 30 DPK members who showed up at the parade, waving the party flag.

"I often felt we were invisible within the DPK -- many members wouldn't even think about the possibility of our existence", Kim said.

The participation of the ruling party's members was announced prior to the event and sparked intense controversy, triggering the spokesperson for the main opposition, conservative party Min Kyung-wook to say the Democrats should "come out" as a "queer" party.

Homosexuality is not illegal in South Korea but there is currently no legislation outlawing discrimination.

It is also the world's only advanced economy to make consensual gay sex between soldiers a crime under military rules.

It is a marked contrast to Taiwan -- which also has Confucian cultural components, a history of dictatorship, and has enjoyed an economic boom in recent decades.

But earlier this month Asia's first gay marriages took place on the island after it legalised the change.

Activists say the difference is religion: South Korea has proven fertile ground for religious groups that offered comfort and salvation that appealed during times of deep uncertainty following the Korean War.

Now more than 20 percent of South Korea's population are Protestant Christians, surveys show, compared to about five percent of Taiwanese.

Thousands of Christian protesters turned out to protest the event on Saturday, holding up signs that read "Repent and come back to Jesus. He loves you."

A cross-section of society were present, including buddhists, Korean-American adoptees, asexuals and parents of sexual minorities.

In previous parades, "young LGBT people would come to us and cry in arms whenever we gave them free hugs," said Lee Sun-young, who works for Parents and Families of LGBTAIQ people of Korea.

"We always remember them. I hope they know that the world is changing, although slowly."

source: philstar.com

Are you with me?

MANILA, Philippines — As more and more people become aware that all people deserve to be equal, more and more people are showing support for the LGBTQ+ community. That’s great! Pride Month has never been more alive than it is today. That’s great. There are more and more commercials and campaigns that include queer people in the mainstream: gay people getting married, gay people buying houses, gay people having kids, gay people being accepted by their parents in tearjerking ad spots. That’s great. But — and there is always a “but” — being an ally in 2018 doesn’t just mean waving a rainbow flag and calling it a day. Are they still allies once June is over?

Here’s the thing: people, groups, brands, corporations and politicians who try to be inclusive are good and all, but there has to be meaningful support behind it. Because the LGBTQ+ community is still a minority, and it’s going to take more work to make everyone truly equal. Are they amplifying LGBTQ+ voices, or are they drowning them out instead? Are they fighting for equal rights, or do they only show support when it’s convenient and become silent when issues arise? Are they donating to projects and causes like Pride marches, or are they simply trying to capture the market?

Don’t get me wrong — it’s nice to see rainbows where they didn’t exist before, and it’s nice to be represented, but sometimes you just gotta think: are they with me or just trying to sell to me? Being part of the LGBTQ+ spectrum is not a trend to be followed nor is it some bandwagon that people need to jump on. These are identities, struggles, and lives of real people. As more and more companies and politicians “reach out” and get a slice of the gay pie, it’s going to take a little more digging to see what they’re really getting at.


For example, Primark recently came out (pun intended) with an LGBTQ+ collection in time for Pride, where a portion of the proceeds will go to Stonewall UK, an LGBTQ+ rights charity. Sounds great and all, but Stonewall is not at all affiliated with, and has had issues with, Pride organizations before. Pride organizations in the UK have had to scale down their marches due to lack of funds, and instead of donating to Pride, Primark decides to sell its own merch instead. Here’s the kicker: Primark’s clothes are made in Turkey, where the LGBTQ+ community is still largely persecuted, and in Myanmar, where being gay is outright illegal.

So what can you do to be a better ally? The first thing anyone can do to really make a difference is listen. Listen to what the LGBTQ+ community actually needs, listen to what their goals are — because that’s when you’ll know what you’re doing is productive. Second: take a stand and stick with it. If you’re going to dress up in rainbows and butterflies during Pride Month, don’t sit on the sidelines the other 11 months of the year. Nothing is more flaky than deciding to stay silent when the real issues start to come up. For example, in 2016, Target took a stand with a transgender bathroom policy, allowing their guests and employees to enter the bathroom that corresponded with their gender identity. They stuck with this policy even as they faced boycott.
If you must create products and commercials, make sure to include LGBTQ+ community in its creation. It’s one way to make sure we’re not misrepresented, and it also gives us a platform to shine. Not that you should be giving handouts, but it’s important to have a gay perspective on a gay product, duh. Lastly, donate to the local Pride organization or buy their merch. Organizing Pride marches is a lot of hard work, mostly done by volunteers. Mounting these events requires quite a sum, and raising funds is never an easy task. It’s the one event each year where we celebrate who we are, and it means a lot to many people.

Being a true ally takes work. It’s not just about shouting to the world that you support your queer friends — it means shouting to the world that you support your queer friends and meaning it. Just because you watch RuPaul’s Drag Race or speak gay lingo or take your gay friends shopping doesn’t automatically make you an ally. And just because queer people are getting more and more attention doesn’t mean you can exploit them, or any other minority for that matter. Being an ally means allowing us to be heard; being an ally does not mean joining the conversation only to drown out the people around you. It doesn’t have to be some big gesture every time; sometimes the smallest yet meaningful actions can make a big impact. Happy Pride.

source: philstar.com