Forging a Strategic Partnership with GLAAD to Help Ensure Accurate and Inclusive LGBTQ+ Representation

Brent Miller stands in a green tuxedo jacket beside GLAAD President and CEO Kate Ellis, who wears a black evening gown. Behind them, the words 35 GLAAD Media Awards are displayed onstage.

Guest Author: Brent Miller, Senior Director for Global LGBTQ+ Engagement

As longstanding champions of LGBTQ+ equality, P&G is dedicated to creating superior experiences for LGBTQ+ consumers and employees that drive growth and positively impact individuals and communities. One of the ways we achieve this is through the work we do in partnership with organizations around the globe that are working to achieve equal access and opportunity for the LGBTQ+ community, helping economies, businesses and communities flourish. One of our partners that is an integral part of this work is GLAAD – a non-profit organization with a mission to ensure fair, accurate and inclusive representation that rewrites the script for LGBTQ+ acceptance.

P&G has been a longstanding partner to GLAAD and in 2019, our partnership was further established during the creation of Pantene’s “Don’t Hate Me Because I’m #BeautifuLGBTQ” – a reprise of the 1986 campaign designed to celebrate the diverse beauty found in the LGBTQ+ community. GLAAD partnered with our team to help us evaluate how to better represent the LGBTQ+ community and promote inclusivity from pre- to post-production and every step in-between. GLAAD was essential to ensuring inclusivity and authenticity were at the heart of the entire campaign process.

I'm Beautiful is spelled out in white letters on a black backdrop, and the 'l' in beautiful leads into a rainbow of the LGBTQ+ acronym.

From there, our partnership continued to expand and strengthen. Later in 2019, we launched Pantene’s “Going Home for the Holidays” in partnership with the Trans Chorus of Los Angeles, a video series aimed to raise awareness of the tensions and challenges the LGBTQ+ community faces every holiday season. Then in 2021, P&G and GLAAD launched The Visibility Project, a campaign to drive and sustain LGBTQ+ inclusion in advertising and marketing, harnessing the power to accelerate LGBTQ+ acceptance so businesses can authentically reach and serve LGBTQ+ consumers.

This strategic partnership with GLAAD is grounded in bringing each of our own unique expertise and assets to the table to make a positive impact and better serve with LGBTQ+ consumers. As one of the world’s largest marketers, P&G recognizes our responsibility to increase LGBTQ+ representation and visibility within our brands’ advertisements, and GLAAD provides important expertise in how to best and most accurately represent the LGBTQ+ community. Together, P&G and GLAAD work hand-in-hand to ensure we are representing the LGBTQ+ community authentically and accurately, allowing us to serve diverse consumers around the world.

“Forty years ago, GLAAD was founded with the vision for a world where acceptance grew through better representation,” said Sarah Kate Ellis, GLAAD President and CEO. “Both P&G and GLAAD know the power of media to influence opinions and experiences, and it’s through our partnership that we have been able to make substantial strides in this space, specifically when it comes to reaching LGBTQ+ consumers through smart, inclusive advertising.”

Brent Miller stands in a green tuxedo jacket beside GLAAD President and CEO Kate Ellis, who wears a black evening gown. Behind them, the words 35 GLAAD Media Awards are displayed onstage.

On May 11, GLAAD hosted its 35th Annual Media Awards to recognize those who have shown exceptional achievements for inclusive representation of the LGBTQ+ community and the issues the community faces. P&G was proud to be at the event in celebration of all those working for the accurate and authentic representation of LGBTQ+ people in media.

“Our collaboration with P&G has uncovered invaluable insights brands and organizations should leverage in their marketing strategies to effectively reach the LGBTQ+ community,” said Meghan Bartley, GLAAD Media Institute Senior Director of Agencies, Brands, and Engagement. “Our partnership has revealed shared histories that have often been misunderstood or forgotten. It’s inspiring to see the progress we have made in LGBTQ+ representation across industries, but there is still more work to be done. We look forward to continuing our collaboration with P&G – one of the world’s largest advertisers – to continue this important work.”

When I reflect on the past five years of our partnership with GLAAD, I’m incredibly proud of the work we have accomplished to advance the role companies play in accurately representing the LGBTQ+ community in media. Through P&G and GLAAD’s complimentary expertise and assets, we are not only championing equality but equipping and empowering companies to fully support the LGBTQ+ segment and ultimately drive business growth.

We have the responsibility and opportunity to deeply understand LGBTQ+ consumers, meet their needs and ensure they are accurately represented in meaningful ways. At P&G, we could not accomplish this without our partnership with GLAAD.

To learn more about GLAAD, visit GLAAD.org.

Brent Miller, Senior Director for Global LGBTQ+ Engagement at Procter & Gamble

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