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How to market your business during LGBT+ History Month 2024

LGBT+ History Month 2024 is a unique opportunity for businesses to show support for the LGBTQ+ community and build stronger connections with their customers. Every February, we celebrate the contributions of the LGBTQ+ community and raise awareness of the ongoing challenges LGBTQ+ face.

There are thousands upon thousands of LGBTQ+ people in the UK, and both February and June are great times to highlight your support and commitment to the LGBTQ+ community.

Keep reading for business marketing tips and ideas for LGBT+ History Month 2024 and beyond.

Image by Josephina Kolpachnikof on Unsplash

Business marketing tips for LGBT+ History Month 2024

February celebrates historical LGBTQ+ people and events, with a theme every year promoted on the LGBT+ History Month UK website. For 2024, the theme is medicine, using the hashtag #UnderTheScope.

If your business relates to medicine in any way, it’s a great time to highlight historical achievements within the industry for LGBTQ+ people. Educate yourself about the LGBTQ+ people within your industry, as well as how the industry has helped LGBTQ+ people.

For all businesses, this is a time to reflect on your LGBTQ+ customers. They want to be seen, heard, and represented. By highlighting LGBTQ+ history in your marketing strategy, you can show that you’re supportive of the community.

It’s important not to fall into ‘pinkwashing’ (also known as ‘rainbow washing’), where you market to the LGBTQ+ community without actually supporting the community. Don’t make products or services that only benefit your business. Instead, think of how you can help the community.

For instance, you could:

  • Donate a percentage of profits for the month to an LGBTQ+ charitable organisation
  • Provide a free or discounted service to LGBTQ+ customers
  • Raise local awareness of LGBTQ+ businesses by cross-promoting businesses
  • Share LGBTQ+ resources with your customers or community to raise awareness and deepen understanding of the LGBTQ+ community

Whether you’re a physical store or an online business, there are many ways to support the LGBTQ+ community.

Business marketing ideas for LGBT+ History Month 2024

Below you’ll find some business marketing ideas to use during LGBT+ History Month 2024.

With 2024’s theme being medicine, it’s a great time to promote healthcare providers and people working within healthcare. If you work in the industry, ask your LGBTQ+ colleagues or employees if anyone would like to take the lead in promoting your business during this month. You could conduct interviews with staff about the importance of LGBTQ+ visibility, or highlight how your business has supported LGBTQ+ staff and customers.

All the following ideas can apply to any industry.

Create LGBTQ+ resources to share how your customers can support the LGBTQ+ community and educate customers on LGBTQ+ history within your industry.

Find LGBTQ+ businesses in your area that you can cross-promote with. Businesses that provide the same products or services don’t have to be your competition: work together to create an event or dual offering.

Other LGBTQ+-owned businesses can also be great to cross-promote with. A bakery could cross-promote with a café by supplying themed treats for the café to sell, or a bookshop could cross-promote with an events organiser by running a queer book club.

Even hiring a queer-owned catering services for a workplace event helps support the local LGBTQ+ community.

You can even network online to discover LGBTQ+ business owners to work with. There are many ways to find LGBTQ+ businesses online, such as online networking events and social media.

Any business can host or participate in events too, whether by attending an industry-specific webinar or creating their own. Put together a presentation on LGBTQ+ history or give a talk about how you’ve supported the community.

If you sell services or memberships, ask yourself: What can you do to honour LGBT+ History Month 2024? Service providers could offer discounts to LGBTQ+ businesses. Content writers could create blog posts and email newsletters highlighting how to be more inclusive. Digital marketers can refine and highlight the benefits of marketing to LGBTQ+ customers.

For products, consider creating a special LGBTQ+ variation of a product or highlight LGBTQ+ themed products. Ideally, you should couple this with resources to LGBTQ+ organisations or commit to donating a percentage of profits to those organisations. But don’t rush to take it down when the month is over, instead make it a permanent or seasonal display or product for as long as you have products to sell.

The future always follows the past. Make a future commitment to doing more for the community, and then review your progress in June for Pride Month. Both LGBT+ History Month and Pride Month mean more and more resources are created and updated, so collect the latest ideas, research, and advice to continually improve how inclusive your business is.

Even more ideas can be found by browsing LGBT+ History Month’s blog of events.

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