GLBT Marketing, Sponsorship and Philanthropy
When a business engages the GLBT community external to its own employees, particularly when marketing to the GLBT consumer, it effectively comes out and displays a public commitment to GLBT issues. But it also sends a message to GLBT employees and candidates that their sexual orientation or gender identity is not just accepted by that organization, but valued.
Marketing and advertising to gay, lesbian, bisexual and trangender consumers, for example, through advertising in GLBT media or at a GLBT pride event, constitutes the most direct way a business communicates to GLBT consumers, which cross every other segment of diversity in terms age, race, sex, disability and so on. Accordingly, the messages used and how those messages portray the GLBT consumer demonstrate the depth of a business' understanding of and, transitively, serious commitment to the GLBT consumer.
Philanthropic activities in the form of cash grants or in-kind donations of products or services may include contributions to such causes as GLBT health, education or political organizations or projects. These gifts often have a strategic long-term approach to a business’s bottom line. Outside of traditional philanthropic activities, many employers provide such support to national GLBT organizations that relate to their particular industry; for example, official sponsors of the International Gay and Lesbian Travel Association include a wide array of airlines, travel and car rental operators, hotels and tourism associations.
Similarly, event and conference sponsorships can provide businesses with targeted audiences that can assist their bottom line. For example, businesses that support GLBT pride celebrations in particular cities can establish local connections with GLBT consumers. Meanwhile, many law firms attend and recruit from the annual Lavender Law conference, which provides attendees the opportunity to interact with firms that are very clearly interested in hiring GLBT lawyers.
- GLBT Market Size / Buying Power
- GLBT Purchasing Habits
- Non-GLBT Purchasing Habits
