Hey, everyone! This week we’re going to blend some theory with public relations strategy. I know, I know you’re all thinking, “what does queer ecology have to do with PR and influencers?” Well, at the moment, not a lot. But when we look at these two very distinct things together, we get an incredible opportunity to see how they can play an important role in creating LGBTQ+ inclusivity narratives in the outdoor world. So, let’s dive in.
What is Queer Ecology?
First things first, let’s get some background on the theory of queer ecology. First introduced by professor of environmental studies Cate Sandilands, queer ecology is the practice of “queering” nature and understanding it in light of queer theory. It questions underlying concepts of human and nonhuman division, or what is “natural” and what is “wild”. By asking these questions, it rejects the idea that heterosexuality and cisgenderedness are the objective standard.
It argues that the natural world doesn’t fit into these binaries, with examples of queer animals (such as gender changing clownfish and gay penguins) that teach past Western scientists that heterosexuality is not the only “natural” way to exist. In a broader context, queer ecology argues for social and environmental justice and that removing rigid and binary categories can restore more balanced ecosystems. The extent to how much a community is inclusive is dependent on how much our differences can be acknowledged and valued. Lee Pivnik, the founder of the first Queer Ecology Institute, said that “Queer ecology frees other species from the script of the history in which they’ve been written about, mainly in a white/European, straight, male, context, and gives everything from other species to the people that are working in this practice the agency to tell stories themselves.”
This is all lovely, but what about the PR part?
Well, I’m glad you asked. The PR part comes in through the role of queer ecology and outdoor influencers, and strategic influencer partnerships. The values of queer ecology are a catalyst for brands and people to show how inclusive the outdoor world really is. When you don’t see yourself reflected in nature and media, you feel invisible. It seems like the world is telling you that you don’t count, and that there is something wrong with you.
But this couldn’t be further from the truth. Brands just need to learn to take a step back and let influencers that are a part of the LGBTQ+ community become an integral part of their campaigns. Consumers want to see more than just a pride flag, they want to see genuine engagement and care for the community from brands they support. By partnering with influencers, companies would be able to go beyond gestures and embrace real themes in the community, and celebrate the history and individual experience.
We’ve started to see this idea take shape with Pride campaigns in 2023 that enable LGBTQ+ creators to take the spotlight and share their stories. As a result, audiences better understand the community and what Pride is about because they’re hearing from people rather than a brand. Let’s take a look at this in action:
Pattie Gonia x The North Face
Pattie Gonia is an artist, environmentalist and drag queen who celebrates the outdoors and queerness. She is creating a climate movement that people want to join because it’s inclusive. As a 33 year old from Oregon, she helps LGBTQ+ youth and adults discover the wonders of the outdoors – and that it’s made for them too.
This past summer, she partnered with The North Face to promote a “Summer of Pride”. The campaign promoted workshops, panels, events and the release of a rainbow-themed collection for everyone who loves to be outside. And when the company faced major backlash from conservative groups, The North Face stood by its campaign, saying that they stand “with those who support our vision for a more inclusive outdoor industry”. This is a trait that not all brands have been able to embody during Pride 2023.
Well, there you have it folks. Queer ecology can indeed come together with PR strategy to change outdoor narratives for the better. When we remove the binaries of what’s previously been considered “natural”, we open the doors to change. Tune in later this week where I’ll be focusing on accessible birding practices!
Images screenshotted from Instagram @pattiegonia
April Winz 