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A while ago, I wrote the article Marketing the Rainbow: From Representation to Respect. In it, I introduced my formula for the process brands, organizations, and marketers find themselves in regarding inclusivity and diversity:

In addition to print and online advertisements, the (entertainment) media play an important role in shaping perceptions. It is the films and series we allow into our living rooms that determine how quickly we move from simple ‘tick-the-box Representation’ (phase 1) to true Respect (phase 6). What is the status of the major streaming services? How do they position themselves as diverse, and how do they approach target audiences?

The Woke Paradox: Setback or Progress?

It is remarkable that representation in the US is increasing, while government policy is currently very explicitly opposed to DE&I across all layers of society—including marketing. However, commercial parties are not always guided by politics, but by the demographic reality of their key target groups:

Millennials & Gen Z:

• recent Gallup research in the US shows that over 12 percent of Millennials and among Gen Z even 23 percent identify as LGBT+ (often just ‘queer’ or ‘non-heteronormative’)
• The Numbers: GLAAD counted 468 LGBT+ characters in scripted series during the last full TV season. The largest growth is in the “+” group (non-binary/queer). For the generations mentioned, this is not an ideological issue, but their daily reality.

The Streamers Measuring Stick: On the way to Step 6

How are they doing on that journey from Representation to Respect?

Netflix: Step 6 (Respect) Frontrunner in target audience segmentation. In their Originals, representation has become entirely incidental; the reality of the street, not ‘explanatory TV’. In productions like Amsterdam Empire, for example, the sexual orientation of characters is simply a given, not a plot point.

HBO: Step 6 (Respect) The masters of the complex supporting role. In series like The Last of Us or Euphoria, identity recedes into the background in favor of the layered nature of the character. They achieve the Respect phase by prioritizing quality over labels.

Prime Video: Step 5 to 6 (Acceptance to Respect) Prime functions as an ‘inclusive supermarket’. They offer specialized content via channels such as OUTtv, but also integrate diversity casually into major Originals like the action series Fallout or the drama Expats. They cater to the masses without forgetting the niche.

Apple TV+: Step 5 (Acceptance) Opts for a polished, self-evident form of diversity in series like Palm Royale (with Ricky Martin) or The Morning Show. It looks natural, but sometimes lacks the raw edge to truly ‘grip’ with societal respect.

Disney+: Step 4 (Tolerance) Although big in the Netherlands, they struggle with political pressure in the US. Here, diversity feels more often like a conscious marketing choice than a casual reality.

Conclusion: The Power of the ‘Casual’

The fight against ‘Woke’ is in fact a rear-guard battle. Under the hood, the market has long been on its way to step 6, driven by data and a new generation of viewers. True respect is not created by sticking a rainbow flag on a logo or by announcing diversity as a ‘marketing event’. It is created by creating characters who are allowed to fail, love, and survive without their identity being the sole reason they appear. When a character’s sexual orientation or gender identity truly becomes ‘casual’, we have left the political debate behind and embraced human reality. Respect.