191) A Movement as a Brand

(Photo from Box Turtle Bulletin.)

Today I was settling into some late afternoon reading when I heard chanting making its way down the street towards me. It had the tell-tale rhythm of a protest march, so I poked my head out the window to see what neighborhood issue was being addressed. I was surprised to see a group of 20-25 vocal LGBTs waving signs reading, "I'm Here and I'm Queer, "Make Greenpoint Safe," and the most creative, "Fists are for Fisting," in response to a recent series of gay bashings in Greenpoint.

To be honest, the sight of them made me a little sad. I consider myself a supporter of gay rights and understand the value of local protests, but something about the whole thing struck me as a bit archaic. The fact that in this day and age in what is considered one of the most diverse and tolerant cities in the US (Brooklyn being part of NY), small groups have to march and demand safety in their own neighborhood is, well, sad.

It also got me thinking. Most of the public at large sees the gay rights movement as the battle for same-sex marriage equality. But the recent media attention on gay bullying and these neighborhood protests adds further dimension to the situation. It sheds light on anti-gay sentiment that runs deeper than simply believing that marriage should be between a man and a woman. It's hard to say what's worse - being denied the right to be with the one you love or feeling unsafe in your own neighborhood. It's like two equally terrible sides of the same coin.

Let's think of the gay rights movement as a brand with activism as the product. According to TIME, the brand is 84 years old. Using census and market data Harris Interactive estimates that 6.8% of Americans over the age of 18 - roughly 15 to 16 million - self-identify as LGBT. These are our brand zealots, fiercely loyal consumers who live, breathe and buy the brand, advocating it whenever possible. (Generalizing a bit, of course, since there are varying degrees of active involvement within the LGBT population.) Then you have those who have a positive perception of the brand. They support it, but may or may not convert to purchase (there are after all, so many other brands to spend one's time, money and energy on - eco, peace in the Middle East, etc). And on the other end, of course, are the people with a negative perception of the brand, those who won't buy and will even go out of their way to give the brand a bad name.

Just as white supporters of the Civil Rights Movement helped propel the cause into mainstream consciousness, the non-LGBT brand supporters must be pushed from consideration to purchase. So far, the brand has seen waves of public attention (including, but not limited to Harvey Milk, Matthew Shepard, Tyler Clementi) but I think it will take a more sustained presence in the media to turn things around.

This is getting long, and I think there's a lot more to be said about the gay rights movement as a brand, how the brand has been portrayed in the past, and how it should be presented moving forward. Just some initial set-up thoughts...hopefully Part 2 tomorrow.