LGBTQ Marketing and Advertising
Marketing and advertising to LGBTQ consumers, through advertising in LGBTQ media, using LGBTQ messages in non-LGBTQ media or sponsoring LGBTQ events, constitute the most direct way businesses can communicate to LGBTQ consumers. LGBTQ consumers cross with many other diverse segments in terms age, race/ethnicity, gender, ability and so on. Accordingly, the messages used and how those messages portray LGBTQ consumers demonstrate the depth of a business' understanding of and serious commitment to the LGBTQ consumer.
LGBTQ Buying Power
The total buying power of the adult U.S. lesbian, gay, bisexual, transgender and queer population is projected at $830 billion (2013 est., Source: Witeck Communications and MarketResearch.com).
- Packaged Facts Report: The Gay and Lesbian Market in the U.S.: Trends and Opportunities in the LGBTQ Community, 6th Edition
LGBTQ / Non-LGBTQ Purchasing Habits
A 2007 report by Harris Interactive and Witeck-Combs Communications examined the purchasing habits of heterosexual and LGBTQ adults. Among its findings, most respondents were likely "to consider a brand that is known to provide equal workplace benefits for all of their employees, including gay and lesbian employees," including 88 percent of LGBTQ adults and 70 percent of non-LGBTQ adults. The report also found that 62 percent of non-LGBTQ adults were no more or less likely "to purchase everyday household products and services from companies that market directly to gays and lesbians," while 58 percent of LGBTQ adults were more likely to.
Echelon Magazine maintains a list of LGBTQ market-related studies and other research:
- GLBTQ market research [echelonmagazine.com]
List of LGBTQ Publications - United States [wikipedia.org]
Web advertising, such as that purchased through Google's AdWords, can target LGBTQ-specific websites.
Similarly, event and conference sponsorships can provide businesses with targeted audiences that can assist their bottom line. For example, businesses that support LGBTQ pride celebrations in particular cities can establish local connections with LGBTQ 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 LGBTQ lawyers.