What the ‘Rainbow Wave’ Means for Brands Everywhere

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...

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