Queering Rainbow Social Marketing: Ensuring Equitable Outcomes for Rainbow Communities

Abstract

Unfortunately, though we are seeing more acceptance/tolerance in society, Rainbow communities/LGBTQIA+ community continue to be marginalised and discriminated against. Many of these negative pressures and barriers create negative outcomes. Rainbow communities represent an umbrella term for sexually and gender diverse people including but not limited to transgender, non-binary, gay, lesbian and bisexual individuals. Social marketing offers a medium for pro-social change. However, interventions focused on Rainbow communities are comparatively scant, and little critiques have been put forward to ensure inclusion and facilitate appropriate representation and engagement. Therefore, the aim of this paper is to critique and evaluate existing Rainbow social marketing literature. To complete this evaluation, queering was used to highlight gaps, inaccuracies or limitations in the literature. Given reflection on the literature, three main problem areas emerged (1) a heavily skewed focus on the sexual health of gay men and MSM (men who have sex with men), (2) issues surrounding the individual(s) leading the intervention and (3) misrepresentation of identities in analysis and reporting. In identifying these issues, areas for further development, scrutiny and investigation can be revealed. Synthesising this, the other major contribution of this article is a discussion regarding vital future research that highlights areas of focus for Rainbow research and social marketing. The queering approach used supposes an emancipatory disposition and aims to highlight practical changes for that normative environment. Therefore, complementing the overarching aim, an objective and contribution of this paper are practical recommendations to ensure that social marketers appropriately support and engage Rainbow communities.