Reaching the LGBT Market
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Will Corporate Support of LGBTQ Community Be Seen Beyond Pride Month?

Will Corporate Support of LGBTQ Community Be Seen Beyond Pride Month? | Reaching the LGBT Market | Scoop.it
The LGBTQ community saw a heightened level of support from major corporations during Pride month. But now that the parades are over, will we continue to see their backing?
Gay Ad Network's insight:

I find it odd that corporations would allocate the bulk of their LGBT marketing budgets during Pride month. It's actually the hardest time for a company to make an impact in the LGBT market and break through the noise and clutter. It is often better to be consistent with a ongoing marketing message.  For maximum efficiency - advertisers should refine their LGBT audience and target their media appropriately.   

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The simple reason so many US businesses openly support LGBT rights

The simple reason so many US businesses openly support LGBT rights | Reaching the LGBT Market | Scoop.it
Each June, Pride season is heralded in US stores by the arrival of rainbow-hued Pride collections. This year, brands like Target, Converse, and Levi’s have decked the store halls with their colorful products and merchandise. These collections might seem like superficial overtures in allyship, aimed more at filling businesses’ coffers than showing genuine support for the LGB
Gay Ad Network's insight:

In 2016, the global LGBT buying power is estimated at $3.7 trillion.

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LGBT-Inclusive Messages Are Making Their Way Into Indian Ads

LGBT-Inclusive Messages Are Making Their Way Into Indian Ads | Reaching the LGBT Market | Scoop.it
A few advertisers in India have started putting out online ads and content with LGBT themes, hoping to inspire discussion and build acceptance.
Gay Ad Network's insight:

LGBT messaging has become attention-grabbing in India's mainstream advertising - pushing for LGBT acceptance in this traditionally homophobic society. 

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What Brands Need to Know About Marketing to LGBTQ Audiences

What Brands Need to Know About Marketing to LGBTQ Audiences | Reaching the LGBT Market | Scoop.it
With Pride Month coming up in June, here are six ways brands can engage with LGBTQ audiences, writes Matt Tumminello.
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Why 2015 became the year of LGBT ads

Why 2015 became the year of LGBT ads | Reaching the LGBT Market | Scoop.it
Legalization of gay marriage, Hollywood and acceptance of the LGBT community by the mainstream has let brands to feature gay couples in their ads.
Gay Ad Network's insight:

Now that big business seems to be getting comfortable using LGBT images in advertising to influence their brand image, maybe 2016 can become the year of advertising to LGBT consumers to drive more sales and to acquire more brand-loyal customers.  

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Tech billionaire buys control of Grindr

Tech billionaire buys control of Grindr | Reaching the LGBT Market | Scoop.it
Chinese technology billionaire seals deal for a controlling stake in the world’s biggest social-networking app for gay people.
Gay Ad Network's insight:

Validation of the growing consumer demand for gay social networking apps and the global  business opportunities related to LGBT consumer marketing. 

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Chevrolet ‘The New Us’ LGBT Ad Applauded By Marketing Analysts

Chevrolet ‘The New Us’ LGBT Ad Applauded By Marketing Analysts | Reaching the LGBT Market | Scoop.it
Following a Chevrolet Traverse commercial featuring LGBT and gay couples, analysts call the step "monumental" for Chevy and General Motors.
Gay Ad Network's insight:

Being inclusive is a good first step to improve the appeal of your brand to a broad progressive majority. To drive sales within the LGBT market, you need to be very specific.  Define your target LGBT consumer segment (by age, gender, HHI, behaviors, past auto purchase, etc.) and target them through multiple digital media outlets.  

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Gay Consumers’ Spending Power Draws Attention in China — But Stigma Remains

Gay Consumers’ Spending Power Draws Attention in China — But Stigma Remains | Reaching the LGBT Market | Scoop.it
Homosexuality has long been taboo in China. But the spending power of China’s LGBT-community is attracting growing attention.
Gay Ad Network's insight:

The Chinese LGBT market is becoming increasingly interesting to Chinese marketers - with travel leading the way.

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Broward tourism officials hope to draw more LGBT families with children to area

Broward tourism officials hope to draw more LGBT families with children to area | Reaching the LGBT Market | Scoop.it
The Greater Fort Lauderdale Convention and Visitors Bureau is the first bureau in North America to commission a survey on the growing segment of LGBT family travel, officials say.
Gay Ad Network's insight:

More advertiser are starting to take notice of LGBT families. Fisher-Price launched a successful LGBT family campaign in 2015.    

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Prudential releases educational video on LGBT retirement planning

Prudential releases educational video on LGBT retirement planning | Reaching the LGBT Market | Scoop.it

Prudential today released its latest thought leadership in the LGBT space, a video highlighting the wide-range of financial implications for the LGBT community.

Gay Ad Network's insight:

The marriage equality decision in June 2015 has had a huge impact on the LGBT community.  Prudential is stepping up to educate and inform the community about the financial implications, in a thoughtful and authentic way.  

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How a gay accounts manager is making Aviva insurance the most diverse company in Britain

How a gay accounts manager is making Aviva insurance the most diverse company in Britain | Reaching the LGBT Market | Scoop.it
Simon Rodgers, an employee at Aviva, has almost single handedly spearheaded the insurer's rise to becoming one of the most LGBT friendly companies in the UK.
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Matt Skallerud's curator insight, November 27, 2015 7:35 PM

Increasing diversity in the workplace is still a struggle, despite a recent poll showing that as many as 23% of Brits are not completely heterosexual. But one man is fighting to make companies in Britain more LGBT (lesbian, gay, bisexual and transgender) friendly than anywhere else in the world.

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LGBT Consumers: What Marketers Need to Know

LGBT Consumers: What Marketers Need to Know | Reaching the LGBT Market | Scoop.it

The number of non-Hispanic adults in the United States who identify as lesbian, gay, bisexual, or transgender (LGBT) has risen 30% since 2007, according to a recent report from Experian.

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Sustaining Pride: How brands' approach to LGBT comms has changed and what's next | PR Week

Sustaining Pride: How brands' approach to LGBT comms has changed and what's next | PR Week | Reaching the LGBT Market | Scoop.it
Sustaining Pride: How brands' approach to LGBT comms has changed and what's next. From PR Week
Gay Ad Network's insight:

Support for the gay community peaks in June, but brands should sustain their LGBT outreach throughout the year, 

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Tesla, Amazon, YouTube Top LGBT-Perceived Brands

Tesla, Amazon, YouTube Top LGBT-Perceived Brands | Reaching the LGBT Market | Scoop.it
Tesla, Amazon, YouTube Top LGBT-Perceived Brands - 06/14/2016
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Matt Skallerud's curator insight, June 15, 7:53 AM

The electric car company was only added to the survey’s brand list in March. The brand scored 35.8, considerably higher than the next brand on the list, Amazon, which scored 26.9. Rounding out the top ten are YouTube at 25.2, Netflix at 24.3, PBS at 21.3, Trader Joe’s at 20.6, Costco at 20.3, Samsung at 19.7, Google at 19.2 and HBO with 18.6.

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Goldfish Crackers Is Doubling Down on Its Support for LGBT Events This Summer

Goldfish Crackers Is Doubling Down on Its Support for LGBT Events This Summer | Reaching the LGBT Market | Scoop.it
It might not be as important as the Supreme Court's same-sex marriage ruling, Caitlyn Jenner posing in Vanity Fair, or Apple CEO Tim Cook's coming out, but the LGBT community is about to notch another achievement in the long road to mainstream recognition. It's a small one—small and tasty, actually.
Gay Ad Network's insight:

Each year, more an more advertisers are reaching out to include LGBT parents in their marketing mix.

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Matt Skallerud's curator insight, June 4, 7:44 AM

Goldfish crackers are going gay... Well, gay-friendly, at least. Starting this summer, select packaging of the Pepperidge Farm snack will feature a new logo of multicolored fish (a reference to the rainbow flag that signifies the diversity of the gay community.) Already a sponsor of the pride parades in New York and Philadelphia, this year Goldfish will also underwrite the parades in Cincinnati, the Twin Cities and Norwalk, Conn. Overall, the company has pledged to double its pride-related activities. 

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FDA Takes Aim at LGBT Tobacco Use in New Campaign

FDA Takes Aim at LGBT Tobacco Use in New Campaign | Reaching the LGBT Market | Scoop.it
Campaign features drag queens, party scenes, coming out videos.
Gay Ad Network's insight:

Gay Ad Network is a proud media partner for this groundbreaking campaign from the FDA.

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How a once taboo topic came out from the shadows at Davos

How a once taboo topic came out from the shadows at Davos | Reaching the LGBT Market | Scoop.it
At the gathering of the world’s most elite and powerful, LGBT issues have finally graduated from private discussions on the fringe to the annual meeting agenda.
Gay Ad Network's insight:

No surprise that there is a clear correlation between countries that have adopted progressive LGBT policies and countries that score highly in terms of economic competitiveness. Attracting and retaining talent from the widest possible pool of candidates could be the reason.

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A Call for All Global Companies to Come Out for LGBT Inclusion

A Call for All Global Companies to Come Out for LGBT Inclusion | Reaching the LGBT Market | Scoop.it

While many individual companies have stepped up on LGBT issues, the private sector now has an opportunity to pool our resources and speak with one voice to drive even greater change. Many of the world's top business leaders took a collective leap forward in September at the Clinton Global Initiative (CGI) Annual Meeting. This gathering of world leaders saw the launch of two seminal LGBT rights-related commitments to make the private sector more inclusive.

Gay Ad Network's insight:

We stand with AT&T, IBM, Google, EY, Mastercard, LinkedIn and other supporters to make the business and economic case for LGBT inclusion around the world.  Download the Open For Business Report

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U.S. Cities Becoming Friendlier to Gays

U.S. Cities Becoming Friendlier to Gays | Reaching the LGBT Market | Scoop.it

It's not just N.Y. and L.A.: A new human rights study gives several small cities top marks.  Mississippi cities were among the lowest on the list, with no city scoring higher than 16 points, and one city -- Southaven -- earning a score of zero. Alabama was close behind, with a high score of just 21 points and a zero for the city of Auburn."

Gay Ad Network's insight:

The HRC is tracking the pace at which local laws and policies across the nation are changing to become more supportive and welcoming of LGBT citizens.  It's great to see such substantial progress being made across the country with cities as diverse as Detroit, Dallas, and Louisville landing top scores of 100 points.

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Advertisers embrace gay people in an amazing year of firsts for commercials

Advertisers embrace gay people in an amazing year of firsts for commercials | Reaching the LGBT Market | Scoop.it

AllState, Campbell’s Soup, Chevrolet, Hallmark, Honey Maid, Ikea, Kohl’s, Maytag and Tylenol have come on board with LGBT-inclusive commercials and social media campaigns in the past year.

Gay Ad Network's insight:

Primarily running in mainstream media with broad audience targets, these commercials aim to show how each brand has an inclusive message. Advertisers can boost their LGBT reach through Gay Ad Network's pre-roll video network

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The 9 biggest LGBTI business stories of 2015

The 9 biggest LGBTI business stories of 2015 | Reaching the LGBT Market | Scoop.it
From small business owners refusing to serve same-sex couples because of their religious beliefs to big corporates lobbying for LGBTI rights
Gay Ad Network's insight:

Significant progress was made in the US for supporting equal rights for LGBT employees.  President Obama signed an Executive Order forbidden federal contractors from discrimination on the basis of sexual orientation or gender identity. The Equal Opportunity Commission (EEOC) ruled that that workplace discrimination against LGBT employees is barred under existing law.

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Nordstrom “The Homecoming” Holiday Commercial Features Gay Male Kiss

Nordstrom “The Homecoming” Holiday Commercial Features Gay Male Kiss | Reaching the LGBT Market | Scoop.it

Nordstrom, the American upscale fashion retailer, has created a holiday commercial that feature’s two gay men kissing. The commercial titled The Homecoming shows an impeccably dressed man arriving home carrying his luggage and a Nordstrom bag. He picks up a dog happy for his arrival, then he shares a kiss and hug with another man.

Gay Ad Network's insight:

Gay and straight high-end shoppers are likely to embrace this festive commercial.  BTW - Nordstrom has a 100% rating in the Human Rights Campaign Buyers Guide.


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Corporate Equality Index scores show improvement of measures taken by companies for LGBT workers

Corporate Equality Index scores show improvement of measures taken by companies for LGBT workers | Reaching the LGBT Market | Scoop.it

For a 100% in the 2016 Corporate Equality Index report, businesses must:

  • Have sexual orientation and gender identity non-discrimination protections explicitly included in all of its operations, both within the US and global operations.
  • Require US contractors to abide by companies’ existing inclusive non-discrimination policy.
  • Implement internal requirements prohibiting company/ law firm philanthropic giving to non-religious organizations that have a written policy of discrimination on the basis of sexual orientation and/ or gender identity.
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Brands are Failing to Capitalize on the Rising Number of Gay Marriages

Brands are Failing to Capitalize on the Rising Number of Gay Marriages | Reaching the LGBT Market | Scoop.it
Brands are failing to capitalise on the rising number of gay marriages, The lack of response by brands to the rise of gay marriages has taken Michael Wells, group account director at TMW Unlimited, by surprise. | Marketing Magazine
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