Edu Abreu
May 17, 22 | 8 min read
LGBT marketing
Reading time: 6 minutes
In recent times, more and more companies are including LGBTQIA+ representation in their discourse. The topic is no longer a novelty in the marketing universe , but it continues to arouse more and more interest.
So don't think it's easy: the attention of the LGBTQIA+ public is not only focused on the offer itself .
This audience recognises that it can directly influence society, the economy and the environment. Therefore, it places compliance with its guidelines as a determining factor , both for the consumer decision and for its satisfaction.
Throughout this reading, you will discover more details about the relationship between the history of the LGBTQIA+ movement's demands and the way in which this audience evaluates and decides on the brands they will consume these days. Ready?
What does history have to teach us about LGBTQIA+ marketing?
What should Marketing promote for the LGBTQIA+ audience?
And how to meet these expectations?
What does history have to teach us about LGBTQIA+ marketing?
Countless moments involving LGBTQIA+ characters have been recorded in history. However, let's focus on more recent events, which have greater weight in the context we are discussing.
Find out more below!
Stonewall Inn and the beginning of the fight against oppression
In late June 1969, a violent police raid took place at the Stonewall Inn bar in Village, New York. The bar was heavily frequented by the LGBTQIA+ public, and prejudiced and gruesome approaches were common at the time, especially in such places.
However, on this occasion, the bar's patrons list of tanzania consumer email resisted and clashed with the police. The riot took to the streets the following morning, with demonstrations by several LGBTQIA+ people.
And what was perhaps just a fanfare situation ended up taking on a large proportion, generating a series of debates about the rights of this community.
LGBT Marketing
Source: Hypeness
From then on, new mobilizations took place in various places, and the community began to organize itself more and more in search of demands that were in its interest.
Five decades after the episode, there is a large organized movement around the world that defends the rights of gays, lesbians, bisexuals, trans, intersex and other minorities in different ways.
What has changed since Stonewall until today?
The Stonewall Rebellion is still considered the starting point of LGBTQIA+ liberation movements and activism, and the anniversary of the revolution, June 28, has been set as the date for the celebration of International LGBTQIA+ Pride Day.
Since then, some progress has been made. From the removal of homosexuality and transsexuality from the WHO International Register of Diseases (in 1993 and 2018, respectively) to the recognition of same-sex unions, progress has been made and various demands of the movements have been reviewed and adapted.
But the slow pace of these advances and conservatism in different layers of society mean that the movement’s approach remains the same. To this day, prejudice deprives LGBTQIA+ people of acceptance, presence, freedom and even basic rights.
In the face of all this, the LGBTQIA+ community seeks much more than simply celebrating individuality. Their struggle is for their existence to be recognized, respected and valued in society. And marketing actions that involve this public cannot ignore this.
What should Marketing promote for the LGBTQIA+ audience?
Studies point to the LGBTQIA+ public as one of the most profitable for business. According to a survey by Out Leadership , an international association focused on developing initiatives for this market, the financial availability of LGBTQIA+ people in Mexico is close to US$ 65 million dollars per year, which corresponds to about 6% of the country's GDP.
With so much purchasing power in hand (and fewer problems in disbursing it), "pink" money has become a point of attention and has gained more weight in companies' planning. But winning over and selling more to this public remains a major challenge.
What do LGBTQIA+ people expect from brands?
Considering that the LGBTQIA+ market demands that issues beyond the individual be addressed, marketing planning needs to delve deeply into the nuances of the causes that engage this audience .
It is therefore necessary to satisfy their needs as a social group, even before the focus becomes on the charm and the conquest of the consumer's trust. This can be solved in different ways, as long as the basis taken considers:
naturalize the presence of LGBTQIA+ people as part of society;
proposing more visibility for the LGBTQIA+ public and for the social demands that it brings with it;
contribute to combating discrimination by raising public awareness about the social causes of those in the community;
bring a discourse that proposes social inclusion and equal access opportunities.
