Mind Your Business

About This Project

Summary

Mind Your Business is a cultural report and editorial survey designed to examine how brands are perceived by queer communities in an era of political volatility. Combining original data, social listening, and editorial analysis, the report challenges traditional DEI frameworks and invites marketers to reimagine queer allyship. The work was distributed globally to marketers, creatives, clients, and partners shaping brand influence.

Goals & Objectives

To provoke new thinking around queer inclusion in marketing; surface the tension between brand efforts and LGBTQ+ expectations; and offer strategic, actionable pathways for brands to engage queer communities with integrity—not just visibility.

Results & Impact

Launched during Pride, the report sparked press coverage, thousands of downloads, and wide social media sharing. It catalyzed internal DEI discussions, inspired programming from clients, and positioned Vacation as a cultural thought leader advancing inclusive marketing.