What the ‘Rainbow Wave’ Means for Brands Everywhere

Written by Nico Lang
Jennifer Lopez and Shakira weren’t the only ones to steal the spotlight at this year’s Super Bowl. A record eight advertisements featured members of the LGBTQ+ community, whether it was nonbinary Queer Eye star Jonathan Van Ness selling Pop-Tarts, bisexual late night host Lilly Singh appearing as an astronaut in an Olay ad, or gay rapper Lil Nas X facing off against Sam Elliott in a Doritos-sponsored western. One commercial that attracted the ire of activist group One Million Moms — which, despite its name, is run by a sole individual — featured RuPaul’s Drag Race alums Kim Chi and Miz Cracker enjoying a dip of Sabra hummus. 
This “rainbow wave” on Super Bowl night was a testament to what groups like the National Gay and Lesbian Chamber of Commerce have long argued: The purchasing power of the LGBTQ+ community is a force to be reckoned with. 
According to a 2017 survey from the NGLCC, queer and trans people in the U.S. spend approximately $917 million ever...