Breaking Gender and LGBT Norms

Companies addressing topics like gender norms and LGBTQ issues is a valuable way to gain trust with your consumer. Looking into various cases helps understand the significance of these topics.

Wixsite, (2025)

Leader of the Efforts

American Airlines has been a leader in new social norms and has been supportive of LGBTQ efforts early on. Taking a proactive response in situations to integrate positive change is always good for a company. 

However, in the 90s, there was a major PR crisis against some people in the LGBT community when airline employees withheld blankets and pillows due to a group's sexuality. This action created major backlash as American Airlines had been a leader in LGBT efforts. 

Robert Crandall stated in an article, “I want everyone to know that the company views these events as deplorable” (UPI, 1993). 

Authenticity with the LGBT Community

Bud Light Anheuser-Busch went through some backlash because they had influencer Dylan Mulvaney do a campaign for them. 

They tried to remain neutral after getting backlash from liberals and conservatives. An article states, “The problem with the Bud Light-Dylan Mulvaney partnership was they just were not an authentic partnership at all” (Spector, 2025). 

Key PR lessons include the need for audience awareness, consistency in messaging, and proactive reputation management. This case underscores the risks of inconsistent brand identity in socially charged marketing.

'Love is Love' Even in PR

Wixsite, (2025)

Fort Lauderdale wanted to increase wedding destinations by promoting itself as a LGBTQ place to say “I do”. The city focused on its commitment to inclusivity and the ease and beauty of getting married in Fort Lauderdale. 

Fort Lauderdale took the opportunity to enhance their PR tactics to increase long term trust with the people and align it with its city values. 

Breaking Gender Norms

An article states “The Barbie brand has long been a paradoxical symbol of imagination, comfort, sexism, objectification, feminism, and conflicted cultural influence, challenging and entrancing both children and adults for generations” (Luttrell & Welch, 2023). 

“Everything Barbie All at Once: A Marketing Campaign for the Ages” article showcases one of the most expansive and strategic brand campaigns in recent history. 

Mattel took the opportunity to break down barriers by removing gender norms from some of the Barbie dolls. This was a brilliant PR tactic to showcase the brand's values through their actual product.

All in all, it is important for PR teams to reach all audiences and showcase their values authentically.

Citations

American Airlines chairman apologizes for anti-gay incident. https://www.upi.com/. (1993, April 29). https://www.upi.com/Archives/1993/04/29/American-Airlines-chairman-apologizes-for-anti-gay-incident/7728736056000/

Business, F. (2025, March 12). Former Anheuser-Busch exec trashes Bud Light’s Dylan Mulvaney Partnership: Not “authentic at all.” New York Post. https://nypost.com/2025/03/12/business/former-bud-light-executive-blames-dylan-mulvaney-dei-for-companys-downfall/

Bud Light Boycott, (n.d.)

Ciszek, E. (2016). A corporate coming out: Crisis communication and engagement with LGBT publics.

Case Studies in Strategic Communication, 5 , 72-98. Available online: http://cssc.uscannenberg.org/wp- content/uploads/2016/08/v5art5.pdf

f'Love is Love' Wedding in Fort Lauderdale, (n.d.)

Luttrell, R., & Welch, C. (2023). Everything Barbie all at Once: “A Marketing Campaign for the Ages.”