The LGBTQ community has a combined buying power that is closely reaching $2 trillion in the US alone. Yes, that's with a "t." You're a brand that has products and/or services that are a great "fit" for the LGBTQ community. In fact, the queer population is being represented more and more as brands are moving into the LGBT market, showing solidarity with a community that is becoming more influential and finding its own voice, especially in its response to how it uses its buying power.
And yet, the community has been historically excluded, as brands have focused on non-LGBTQ consumers and non-LGBTQ Americans specifically. Non-LGBTQ people have traditionally dominated the target of product and service marketing campaigns because they had the spending power. No longer is that the case.
It's time for non-LGBTQ people to move over and make room for LGBTQ inclusion, and it's time for brands to take the lead if they want to tap into this growing consumer market. And taking this lead does not mean just paying "lip service" to the LGBTQ community. It's time for brands to "put their money where their mouth is," to let go of the fear of pushback, and to embrace the acceptance of the reality that the LGBTQ community is a "force to be reckoned with", especially during a time in the US when the queer population, especially the transgender population is facing legal and social discrimination. This is not necessarily new. The queer community has been traditionally excluded from marketing and advertising efforts until the 90s, when some brands made the conscious choice for inclusion. But they have faced backlash from the homophobic community, especially recently.
This is the second year in which LGBTQ inclusion is under serious attack in many ways, and businesses are allowed to discriminate for "religious" reasons in many states. As a brand, you must be aware that the entire LGBTQ+ population is watching, and it will not tolerate hostility from brands. Nor will it tolerate "rainbow washing," the act of showing support to the community, perhaps during Pride month, but then supporting anti-LGBTQ politicians in their election campaigns (e.g., AT&T).
The community also boycotts any company that is rather openly anti-LGBTQ - Cracker Barrel, Chick Fil-A, Hobby Lobby - as well as larger corporations - Home Depot, for example.
Those who have remained steadfast in their support through advertising campaigns - Benetton, Subaru, IKEA, Absolute Vodka, Nike, and many more, have earned the trust and loyalty of the community and will continue to support those brands with their money.
And here's another important note: over 20% of the Gen Z community is a part of the LGBT community, and another 90% of what is left are allies. Point made!
You Know the Why...Now the How
Targeted marketing and LGBT advertising is not all that different from targeting any other market. You take the following steps:
Know Your Target Audience
What do you know about the queer community? Do you understand gender identity and sexual orientation as two separate facets? Do you have knowledge of the entire LGBTQ+ spectrum? It's large and complex. LGBTQ people are a diverse bunch. LGBTQ inclusion in your marketing and advertising efforts have to demonstrate your understanding and support for everyone within the community.
Do you understand the Marriage Equality Act of 2015 and its impact on LGBTQ people and the work of state and local governments to circumvent it? Backlash against the gay (all-inclusive term here) populations has presented lots of new issues and challenges that an advertiser must know and understand.
Workplace Inclusion
Any marketing campaign you forge cannot be limited to showing the benefit of your product or service to LGBTQ consumers. This is superficial, and you will not gain brand loyalty and trust. As a company, you must adopt employment policies and actions that demonstrate your commitment to the community.
Are you actively seeking and employing members of the community? Are you engaging in diversity training with your entire staff? Are you providing health benefits that your LGBTQ+ employees want and need?
Tell Stories - customers and employees
Your LGBT customers and employees have stories to tell - stories that resonate with the population. Advertisers that feature them and their stories all over the place will build trust and loyalty. Publish them in your direct advertising and on all of your social media platforms. And, speaking of social media...
Use Social Media
Where do your target LGBT customers hang out online? Younger adults will not patronize the same platforms that older adults do. Your research should tell you where they are, and these are the platforms not for just direct advertising but as forums for these consumers to connect with one another and engage in conversation. Your posts should generate discussion; they should tell the stories of customers and employees; and yes, they are the platforms where you can advertise and promote your products or services. The LGBTQ population must feel at home on your platforms and able to voice their opinions and challenges. (Point: Marketers must use social tracking software that will alert for comments and issues that may be negative).
Direct Advertising
Direct ads will give a company great exposure, if done right. Again, it's a matter of knowing what magazine and other LGBTQ spaces are hangouts for the community. Obviously, a cheap publication advertising tobacco products for smoking customers would not be a good venue. Only a minority of the population consumes tobacco products. A high-end publication featuring millionaires of New York City would not be appropriate. There are LGBTQ-specific publications - find them. And testimonials from your customers and employees can effectively promote your company on these venues.
Online dating sites and apps are perfect places for direct advertising. There are niche sites for the lesbian gay population, and larger far more inclusive apps for the entire community. You can pick and choose which segments and sexuality to target within these apps. If you have a product for a lesbian couple, for example, place your add within that segment. Members of dating apps who use the free versions will see your ads. And the larger apps will track your ROI data for you.
Don't Forget Non-Profits
There are lots of non-profit and charity groups and organizations that provide support and resources for the LGBTQ population. They promote LGBTQ inclusion across the board. Making donations to these charity groups will put you "on the map" as an authentic ally of the population. You should also check out sponsorships of specific events and activities of these organizations. Getting your name out there as a sponsor can drive positive attitudes toward your brand.
Speaking of attitudes, all brands should consider influencer marketing.
Use Influencers
If you have not used influencer marketing before, you face a learning curve and process that takes time. But it can be powerful and highly effective. The idea is to find those who are followed by thousands in the community, follow them yourself, become a discussion contributor, and establish a relationship. Over time, you will become known. Perhaps send over a great blog or article you have published for possible use on the influencer's platform. Only after you have established the relationship will you be able to address their promotion of your product or service. Provide that product or service for free to the influencer. Again, this is so powerful - the majority of that influencer's followers will be introduced to what you offer with a recommendation from someone they trust and admire.
Collect the Feedback and Data
Once you have placed ads in strategic places; once your social media platforms have posted the right messages; once you have become one of those advertisers that the queer culture begins to trust; once your have proved that you are one of those companies that is fully inclusive in its workplace; and once you are willing to face backlash from non-LGBTQ people, you will become one of many brands that the lesbian, gay, bisexual, transgender and all other communities within the LGBTQ spectrum see as authentic and genuine.
It's time to measure the success of each campaign you launch and every ad you place. Data tracking software will do this job for you.
What data tracking software cannot do is get the real feedback from LGBTQ people that you want and need. This information will tell you what is resonating with them and what is no. LGBTQ people are necessarily cautious, and the vast majority of the population will not be swayed by advertisements and media blitzes. They have endured decades of no acceptance by society, only to be courted now that they are a major spending force and the targets of marketers for an enterprise that simply wants their patronage and money.
When companies decide to launch an ad campaign, they must also decide to include LGBTQ representation in their evaluation of every ad campaign. LGBT people will be happy to voice their feedback when they believe it will be taken seriously via an enterprise that demonstrates acceptance for all gay people (gay used in the general sense), shows a fully inclusive commitment to the LGBT population, its diversity, its families, and portrays all of this to all forms of media. LGBTQ representation in evaluation of all advertisements is just critical.
The Why and How Should Now Be Clear
LGBTQ representation in the economy can no longer be ignored. LGBTQ people have money to spend, and they are cautious about where they spend it. LGBT people do not want a media blitz of ads from companies that have not shown respect, inclusion, policies, and actions that honor the full LGBT culture, its diversity, its families, and its challenges.
It's fine for companies to create content of all types that will appeal to the LGBT population (even great entertainment), but all media venues must portray authenticity, whether it is direct advertisement, social media platforms, use of influencers, or in safe places where their gender and sex orientations are allowed to freely be. And gender and sex should never be the primary focus - the focus must be on full tolerance, equality, and freedom to be who they are.
When your advertising honors and respects all LGBTQ people and LGBTQ representation drives all that you do, and the LGBTQ+ population sees that you mean business with your actions, you have captured your audience.