What we learnt at the MRS Pride Show Up! Summit

Last week, some of our team attended the annual MRS Pride Show Up! Summit, which focused on conversations and creative work that centre the diverse lived experiences of LGBTQ+ communities. As a Black queer woman, hearing the vulnerability and dedication spoken across the panels made me feel seen - but it also motivated me to strive for more inclusion in research practices. 

Here are some of the main lessons from the summit:

No two LGBTQ+ stories are the same: throughout the day, we heard an incredibly broad range of experiences: from coming out later in life to being queer and Muslim to navigating not feeling “trans enough”. Although some of the panellists said they resonated with what others were saying, each individual experience was unique. People may be grouped under the same LGBTQ+ umbrella, but we should always remember that they are individuals with diverse experiences.  

Even traditional FMCG brands can be forward thinking: The E45 and The Diversity Standards Collective spotlight on their campaign was probably one of the most eye-opening conversations. They highlighted their ground-breaking research into the skincare journeys of members of trans communities. This research informed E45’s latest campaign “This Is Me, This Is My Space”, which recently won Channel 4’s Diversity in Advertising Award.

This campaign shows that even very traditional, FMCG brands can be forward thinking and trans inclusive. It’s an amazing example of holistic thinking on how to help trans communities, such as E45 leaflets about trans skincare being available in clinics. Virginia Melis, the Global Healthcare Professional Marketing Lead at Karo (E45), shared that the research prompted uncomfortable internal conversations, but then led to internal policies becoming more trans inclusive. The team at E45 were also dedicated to supporting the trans community when the campaign received external backlash. This level of unwavering dedication to these communities is something that many brands should learn from. 

The importance of the small moments: Rich Miles, CEO of the Diversity Standards Collective, noted that the smaller everyday moments that are important LGBTQ+ community are often overlooked, in favour of the more momentous occasions, such as coming out. Miles shared that one participant explained that they found real joy in simply being in a supermarket, buying fajita mix with their partner. It was the mundanity and normalcy of that moment that gave them that feeling. At the end of the day, all this participant - like many other trans people - wanted was to be happy in everyday human moments. 

The importance of tackling issues at their root: Boots talked about wanting improve their website copy after noting the language was very gendered and quite outdated, but quickly realising their problems went deeper than just website copy. So, Boots commissioned their first research study into the lives of trans and non-binary consumers in the UK, finding that many trans and non-binary consumers had issues with Boots’ in-store experience. Based on this research, Boots put in place policies and employee training. The company did not just tackle the lowest hanging fruit; they challenged a deeper issue. For a brand that is 175 years old, that’s pretty progressive.

Sustaining long-lasting, collaborative relationships with creators: Durex explained that, when collaborating with creators, they have an “always on” approach and treat creators like team members, rather than participants. Importantly, the creators share their lived experiences, which then help shape everything from pack design, imagery and tone of voice. The continued communication only makes for better products, Durex said. It also boosts levels of affinity from the LGBTQ+ community, which then helps with trust when it comes to events like Pride Month. 

The need to continuously break down stigmas: A keynote conversation from Ignacio Labayen De Inza, founder of the charity Controlling Chemsex, brought awareness to an issue many of us in the audience were not educated on. Chemsex is a term associated with MSM (men who have sex with men) and refers to the use of any combination of drugs taken before or during sex. Ignacio shared a personal story about what led him to dabbling in chemsex, sharing the painful realities of how the stigma surrounding chemsex is destroying the lives and livelihoods of thousands of gay men globally. The stigma around this issue is linked to two taboo topics - drugs and sex – and has greatly impacted the charity’s ability to get funding or support from the media and brands, which is so desperately needed.

At The Mix Global, we pride ourselves on our curiosity and are continuously striving for greater inclusion. The MRS Pride summit was an invitation to dig deeper, to explore our curiosity, share these learnings with our clients and continue to authentically reflect the experiences of the LGBTQ+ communities in our research.