Marketing to gay and lesbian consumers
For those unfamiliar with marketing let’s first define what Trademark Loyalty is. Wikipedia defines Brand Loyalty as follows;
“Brand loyalty, in marketing, consists of a consumer’s commitment to repurchase or otherwise continue 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 brand loyalty exists when customers have a lofty relative attitude toward the trademark which is then exhibited th
Toward an understanding of consumer self-marketing: An examination of homosexual 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 go online to advertise for a date or spouse. 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 test of proportions. Findings show 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 spot as a member of the LGBT community and the growth in acceptance of LGBT people, this research provides new insight at a time when adverti
Rainbow Road: The Secret History of Advertising to Homosexual 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+ society in the future.
Advertising is like an infinity mirror — it simultaneously reflects and shapes our culture. As both an leading force and an watchful record, advertising is a useful lens for examining culture. When you flip through an old 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, rich flavor of Virginia Slims with a headline that declared ”You've come a long way, baby.”
Indeed, we have approach a long way when it comes to Diverse 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
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, homosexual, bisexual, 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+ collective, there’s still more opportunities to build loyalty with this consumer group.
In evidence, some studies show that coupled gay men bring in higher incomes than vertical households and that lesbians earn around 9% more than direct women. And the Homosexual community as a whole reports having a positive economic outlook; which means more spending money – to buy products and services. LGBTQ+ households also look after 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 Queer community and speak to them in an original, non-stereotyp