Companies Begin Marketing to LGBT Community

  1. Jill Andrews
  2. June 6, 2016 9:11 am

Companies Begin Marketing to LGBT Community

As education increases and attitudes toward the LGBT community change, it’s becoming clear that this community is a market force to be reckoned with. Members of this community have higher levels of education and more disposable income than their heterosexual counterparts. They are also, as a community, more connected via social media.


The Intolerance Tax
Additionally, as income for the millennial population increases, their buying power is having a sizable impact on the retail market. Intolerance against the LGBT community involves the purchasing power of the heterosexual community as well. Millennials, as a group, are more tolerant and less sympathetic toward those who reject members of the LGBT community.

While political pundits and commentators such as Dr. Laura Schlessinger have the microphone and use it to speak against the LGBT community, they put themselves at risk of not being able to pay the electric bill due to market boycotts.


A Concentration of Cash
The LGBT community population and subsequent buying power is concentrated in cities. The fight against LGBT marriage having been determined by the Supreme Court, individual states are attempting to block LGBT protections. States with LGBT protections already in place are seeing larger LGBT populations in large metro areas, and reaping the benefits of their buying power and brand loyalty.


Loyal and Local
LGBT communities are coalescing in metropolitan areas and states that offer civil rights protections. These communities offer LGBT citizens a greater opportunity to be free of bigotry, and there is a deep commitment to local businesses and retail establishments. Businesses are responding by marketing to LGBT citizens.


Wanting More Than A Bargain
The buying power of the LGBT community is not dissimilar to millennial buying power. This buying power and brand loyalty, combined with visibility gained through boycotts running the gamut from the battle against the Dr. Laura Schlessinger production juggernaut to the Boycott What One Million Moms Boycotts on social media, has led to a targeted advertising campaign featuring known LGBT people using their products.


Mindful Buying
The success of boycotts against commentators who disparage the LGBT community has put corporations and marketing professionals on notice. This community and the next generation of buyers wants more in every purchase. They want more community involvement, more giving back, and more input on product offerings.

Marketers have stepped up to notify buyers that they can expect more from a corporation than a great price. Advertising is now leading a marketing push toward those who make mindful purchases. Younger shoppers are less likely to be influenced by television marketing. These shoppers expect brands to give something back. Companies that promote their contributions to causes important to the community, including HIV-AIDS research, increase brand loyalty.

While Schlessinger’s use of bigoted speech such as calling LGBT people “deviant” may catch the ear of many a sympathetic listener, it makes sponsors close up their advertising checkbooks and look elsewhere. Marketing to LGBT citizens has proven to be more lucrative.

Representatives of Schlessinger claim that her free speech has been limited. This is inaccurate. The Dr. is welcome to speak freely. She is not, however, immune to the consequences of her speech.