Marketing to gay and lesbian consumers
Rainbow Road: The Confidential History of Advertising to LGBTQ+ Consumers
Welcome to Studio Resonate Showcase. In the past, advertising to LGBTQ+ consumers has consistently missed the mark. Here's how your advertising can speak authentically to the LGBTQ+ group in the future.
Advertising is like an infinity mirror — it simultaneously reflects and shapes our society. As both an influential drive and an alert record, advertising is a useful lens for examining tradition. When you flip through an senior ad magazine, the ads transport you to an era where 7UP was marketed as the soda that infants like best, or Wonder Woman enjoyed the full, opulent flavor of Virginia Slims with a headline that declared ”You've come a long way, baby.”
Indeed, we have appear a long way when it comes to LGBTQ+ inclusion and examining advertising can help us chart America's evolving perspectives.
LGBTQ+ people have always been a part of humanity's fabric, yet have only recently been represented authentically in mass media. By examining the ongoing journey of LGBTQ+ representation in adve
For those unfamiliar with marketing let’s first define what Brand Loyalty is. Wikipedia defines Brand Loyalty as follows;
“Brand loyalty, in marketing, consists of a consumer’s commitment to repurchase or otherwise persist using the brand and can be demonstrated by repeated buying of a product or service, or other positive behaviors such as word of mouth advocacy.
Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand due to situational constraints (such as vendor lock-in), a lack of viable alternatives, or out of convenience. Such loyalty is referred to as “spurious loyalty”. True mark loyalty exists when customers have a high relative attitude toward the logo which is then exhibited th
Four Tips for Marketing to the LGBTQ+ Community
Updated May
It is estimated that there are more than 25 million members of the LGBTQ+ (lesbian, gay, double attraction, transgender, queer) community living in the United States. The community has an important voice that marketers should not ignore. They also have strong buying power, and although more brands than ever are supporting the LGBTQ+ group, there’s still more opportunities to build loyalty with this consumer group.
In fact, some studies present that coupled gay men bring in higher incomes than straight households and that lesbians earn around 9% more than straight women. And the LGBTQ+ community as a whole reports having a positive economic outlook; which means more spending funds – to buy products and services. LGBTQ+ households also maintain to spend more than non-LGBTQ+ households on media, alcohol, pet care, seafood, deli, and online shopping.
While this is encouraging, it is even more important is that brands understand the LGBTQ+ community and speak to them in an authentic, non-stereotyp
Toward an understanding of consumer self-marketing: An examination of gay and lesbian advertising appeals
Research paper
Jane Boyd Thomas and Cara Peters
Journal of Cultural Marketing Strategy, 3 (2), ()
Abstract
Consumers are actively participating in self-marketing online, creating selfadvertisements and presenting their personal brands to others. The purpose of this study is to examine the advertising appeals used in self-marketing by gay men and lesbian women who leave online to advertise for a date or loved one. A total of 1, personal advertisements were content analysed to identify the type of advertising appeal used and differences were then compared by gender via a chi-square assess of proportions. Findings performance that consumers utilise a variety of advertising appeals in their self-marketing and that differences exist in the usage of the advertising appeals by gender for gay men and lesbian women. With the growth in people who identify as a member of the LGBT people and the growth in acceptance of LGBT people, this research provides novel insight at a second when adverti