Brands in Latin America are striving to be more inclusive, especially of groups who have been historically underrepresented, excluded, and stereotypically portrayed in advertising.

It now includes Free the Work, a searchable collection of creative work by filmmakers who are female, trans-identifying, nonbinary, or from other underrepresented groups. The platform uses AI to connect its creators with potential clients.

By conservative estimates, LGBTQ+ individuals make up approximately 4.5% of the US population, but account for 8%— approximately $1 trillion—of the country’s disposable income, according to a 2020 report from Kearney.