THE WORK · CORPORATE STRATEGY
Corporate Strategy
Turning cultural insight into confident organizational action.
Helping organizations understand LGBTQ+ consumers, identify growth opportunities and navigate complex decisions with clarity.
01
LGBTQ+ Consumer and Cultural Insights
From representation to distinctive relevance.
P&G needed a rigorous way to make established brand communication more relevant to LGBTQ+ consumers. Brent originated and led a year-long research program with Jumpspark combining quantitative research, qualitative interviews, real-time diaries, cultural analysis and media assessment. The resulting model helped brands connect established benefits with authentic LGBTQ+ insights and credible action.
2,530 survey respondents · Applied across Family Care, Hair Care and Fabric Care · LGBTQ+-relevant concepts generated stronger purchase intent
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02
Navigating Pride in a Changing Landscape
A global operating model for Pride decisions.
Designed the enterprise operating model that aligned more than 50 Pride events and sponsorship decisions across global, regional and local teams. The work clarified decision rights, established risk and reputation guardrails, and enabled teams to sustain credible community support while adapting to local conditions.
More than 50 global events and sponsorships · Clearer decision rights · Sustained community investment
03
Stepping Forward, Not Back
Turning pressure on inclusion into disciplined enterprise action.
Facing escalating political, legal and reputational pressure on equality and inclusion, a five-person P&G communications team built a disciplined, non-partisan model for enterprise decision-making. As LGBTQ+ project lead, Brent translated the framework into precise recommendations for Pride support, partnerships, messaging and local activation - helping leaders distinguish strategic evolution from retreat and move forward with confidence.
Enterprise guidance · Scenario planning · LGBTQ+ strategy across Pride, partnerships and communications