Why LGBTQ+ talent are the culture makers brands can’t ignore
Culture is not born in the mainstream - it begins in the diverse communities who shape it. Time and again, the most groundbreaking trends in fashion, entertainment, and even language originate within diverse communities, in particular the LGBTQ+ community. These communities are pioneers of culture, driving innovation and setting the stage for what the wider world will later embrace. Brands that truly want to engage with contemporary culture must recognise this dynamic and align themselves with the key opinion leaders at its core.
The process is clear: LGBTQ+ talent and creators set the trends, the mainstream adopts them, and the cycle continues. This isn’t new - look at how underground music scenes, drag culture, and queer-led fashion movements have shaped global industries. By partnering with LGBTQ+ talent, brands don’t just tap into an audience; they gain access to a cultural epicenter that dictates what’s next.
Consumer behavior reflects this influence. Research from the National Retail Federation in 2021 found that 73% of Gen Z consumers engage with brands that celebrate diversity and inclusion, with a strong emphasis on LGBTQ+ representation. This demographic, known for shaping purchasing trends, actively supports brands that align with their values.
By collaborating with LGBTQ+ talent, brands integrate their products into culturally rich spaces before cultural trends become oversaturated in the mainstream. The impact? Authentic engagement, cultural relevance, and long-term brand credibility. It’s not just about representation; it’s about recognizing the power of diverse voices in shaping the world we live in. In a competitive landscape, those who embrace these partnerships will lead—not follow.
wax Talent represents talent who influencer culture: our mission is to empower talent individuality to cut through the noise, and relate to everyday audiences.
For more information on wax Talent partnerships and services for brands, contact flora@wax-talent.com