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In this era of inclusion and representation, showing what is real matters to consumers. Even the word real has become synonymous with diversity. This takes shape in the form of people wanting and expecting the imagery around them to be representative of themselves and how they see the world. In the LGBTQ+ community, where many have faced discrimination and bias, it’s important to use imagery that feels real, resonates with people’s lived experiences, and avoids using stereotypes as shorthand.

According to Visual GPS, an iStock research initiative, 65% of all respondents in the UK say it’s important to them that the companies they buy from celebrate diversity of all kinds rising to 77% of GenZ and Millennials in the UK agree with this statement. So how can brands make the right choices in depicting more diverse audiences?

Here are four tips for brands to authentically represent the LGBTQ+ community in advertising and marketing campaigns now and throughout the year.

1. Intersectional storytelling in LGBTQ+ communities

The dominant depiction of LGBTQ+ people in advertising and media is still young, white and affluent male. LGBTQ+ identities overlap or intersect with every other possible group in an infinite number of ways. To feature LGBTQ+ people authentically, this must be reflected in the images you choose to include in advertising and marketing. Chose images that show people who reflect this diversity of lived experience.

2. Include the LGBTQ+ community in business visuals year-round.

Many brands are vocal supporters of the LGBTQ+ community during Pride Month, and some companies have even launched initiatives aimed at including the transgender population. However, representation of the LGBTQ+ community in marketing and advertising by many sectors is lacking the rest of the year —and, when they are included, they are most frequently shown in romantic visual stories. While this is a step forward, focusing on one month out of the year doesn't capture the full and multi‑faceted lives that this community leads.

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3. Repicture LGBTQ+ families

When brands did feature LGBTQ+ families in advertising ‑ they were typically white, upper middle‑class, and often traditionally good‑looking; for example, cis‑gendered men with a baby. Considering the myriad of ways LGBTQAI+ families exist – these depictions were surprisingly narrow and stifling. Now, however, we’re beginning to see more inclusive representations that portray a more rounded picture of LGBTQAI+ family life ‑ including single parents, transracial families, blended families, co‑parenting, as well as parents of different ages and socio‑economic backgrounds.

At a time when new family configurations continue to be seen as outsiders by certain groups of people in society it is important to celebrate the diversity of how real families are formed. Reflecting this in the images brands choose to depict families is a key way to demonstrate this.

4. More Than Love: Beyond Romance for LGBTQ+

More often than not the media shows the LGBTQ+ community depicted as romantic lovers and nothing more. The truth is like all humans they live incredibly full, rich complicated lives both within and outside of their romantic or sexual interests, just like everyone else. They work, pay bills and spend money. They laugh, cry and have fun with their friends. They drink, they’re sober, they love their biological families and redefine family for themselves. They explore gender performance, they align with their gender assignment at birth, they forgo the gender construct completely, they find love, they opt out of love. They marry, they partner, they opt for non‑monogamous relationships, they have children, they choose not to have children. They take their kids to school, make dinner and put them to bed and plan family vacations and celebrate holidays. Like all of us, their lives go on and on and evolves and thus, should be fully reflected in marketing and advertising.

Pride month is of course a fantastic time to spotlight the contributions made by the LGBTQ+ community, and an important celebration of their part in society. But to do this authentically requires brands to include them all year round.