GUIDE TO NAVIGATING LGBT ADVERTISING
The percentage of the population that identifies as LGBT, or who are allied to the community, is ever-growing. These trends all point to one thing: organizations who choose to support the LGBT community, and put a focus on social responsibility, have the potential to tap into the vast majority of the currently available buying power in the United States as a whole.
However, in recent years, there has been a distinct change in the LGBT market. Advertising that was once considered LGBT-friendly, or forward-thinking now looks ho-hum. It’s taking something more meaningful and committed from organizations and ad agencies to capture the attention of this audience – but for good reason. The LGBT community has more than $1.7 trillion in spending power – both at the B2B and B2C level. The number of consumers identifying as LGBT is increasing at its fastest rate ever and – now more than ever – brands that personalize their advertising to the LGBT community and their allies are gaining lifelong, loyal customers.
Let’s explore the history of LGBT Advertising, how the trends are shifting today, and, most importantly, what you can do to create advertising that has an impact.