I have found the fact that more brands are acknowledging and presenting same-sex couples and parents in their advertising quite refreshing, and hopeful. Kudos to Chobani for having the courage — and great wisdom — to create advertisements that speak to a demo that doesn’t get a lot of speaking to — women in relationships with other women. Sure, as you’d expect, there’s a variety of groups up in arms about it, but Chobani, I believe you are doing the right thing. You are keeping pace with the, thank-goodness, open times and making a target audience feel very welcomed by a well-known, and well-loved brand — something that hasn’t happened too often in the past, but is starting to happen with much more frequency. So, I say, “keep up the great work!”
And, I’m giving equal kudos to Cheerios, Honey Maid, and State Farm for recognizing there’s all types of families in this world — many are mixed race, are made up of adopted children and adoptive parents, and many have two parents of the same gender.
Let’s face it. If you’re a consumer goods company, in general, it’s likely that your product is used by individuals of all ages, races, religions, sexual orientation, and the list goes on. Don’t all your loyal and prospective customers have a right to view advertising that represents them and their lifestyle? Imagine how good it must feel to those populations who have been over-looked up until recently to have large well-known and well-loved brands acknowledge their lifestyles, and even just their existence. Not only are the brands that are creating advertising that represents over-looked audiences creating good will with those audiences, they are creating good will with the friends and family members who love those over-looked audiences and believe they have a right to be represented in and acknowledged in advertising.
Keep it going, you aforementioned great brands! Despite the naysayers, I believe you’ve got it right on so many levels.