How to speak to the LGBTQ community
The LGBTQ marketing segment continues to grow and brands must use new tactics to reach these consumers that value authenticity. Here are some ways to join the conversation.
Multiculturalism is well on its way to being the new status quo.
It is becoming increasingly clear that brands who embrace diversity and reflect the new American consumer landscape are those who will win in the modern era.
This is especially true of the LGBTQ (Lesbian, Gay, Bisexual, Transgender Queer) segment, which is the only diverse segment that crosses all other cultural, socioeconomic and ethnographic lines. When you layer on the advances in equality, increased visibility in the media and a changing mindset of younger generations, it’s clear to see the segment has grown exponentially.
The segment is now often inclusive of allied people, straight folks that are inclusive-minded, expanding LGBTQ to the LGBTQA segment. Most studies show the LGBT segment at somewhere between 4–10 percent of the total population. Add the “Q,” that is those who identify as somewhere on the sexuality spectrum, and the number jumps even higher. Factor in the 63 percent of persons aged 18–34 identified as allies in a recent GLAAD/Harris Poll study, and it is easy to see what a massive opportunity this is for brands.
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