Branding Beyond the Rainbow: An Exploration of Authentic Advertising for Gen-Z's LGBTQ+ Community

Simple item page
dc.contributor.advisorCraig, Clay
dc.contributor.authorTurner, Kaitlynn
dc.date.accessioned2023-02-14T13:30:38Z
dc.date.available2023-02-14T13:30:38Z
dc.date.issued2022-12
dc.description.abstract“Brand authenticity” is an interesting concept. It’s difficult to objectively define, hard to effectively execute, yet remains a requirement in winning the hearts of consumer audiences. Generation-Z, the most diverse and openly LGBTQ+ generation yet, places high value upon authenticity and purpose-driven marketing. This creates a challenge for advertisers as they adapt their messaging to the next big wave of spenders; brands must find a way to connect with Gen-Z’s LGBTQ+ audience without engaging in the pitfalls of rainbow-washing, a phenomenon defined as the commodification of LGBTQ+ liberation through inauthentic corporate practices. While previous studies suggest that there is no one-size-fits-all answer to authentic corporate messaging, this study expands upon our understanding of what is valued by an important subset of Gen-Z through the lens of signaling theory. This quantitative research among Gen-Z participants suggests that marketers should focus their messaging on LGBTQ+ representation, backed by corporate integrity and credibility through acts of corporate social activism with tangible benefits to the LGBTQ+ community.
dc.description.departmentHonors College
dc.formatText
dc.format.extent43 pages
dc.format.medium1 file (.pdf)
dc.identifier.citationTurner, K. (2022). Branding beyond the rainbow: An exploration of authentic advertising for Gen-Z's LGBTQ+ community (Unpublished thesis). Texas State University, San Marcos, Texas.
dc.identifier.urihttps://hdl.handle.net/10877/16476
dc.language.isoen
dc.subjectauthenticity
dc.subjectadvertising
dc.subjectgen-Z
dc.subjectLGBTQ+
dc.subjectHonors College
dc.titleBranding Beyond the Rainbow: An Exploration of Authentic Advertising for Gen-Z's LGBTQ+ Community
thesis.degree.departmentHonors College
thesis.degree.disciplineJournalism and Mass Communication
thesis.degree.grantorTexas State University
txstate.documenttypeHonors Thesis

Files

Original bundle

Now showing 1 - 1 of 1
Thumbnail Image
Name:
TURNER-HONORSTHESIS-2023.pdf
Size:
503.58 KB
Format:
Adobe Portable Document Format
Download

License bundle

Now showing 1 - 1 of 1
No Thumbnail Available
Name:
LICENSE.txt
Size:
2.71 KB
Format:
Plain Text
Description:
Download

Collections

Honors College Capstones