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Live Your Mission

About the Series

About the Series

Here are 5 things brands should reconsider about LGBTQ-centered marketing based on dedicated primary research and decades of human marketing.

We believe the formula for successful modern LGBTQ-centered marketing is: brands + culture and voice of inclusion + shared-valued strategies.

  • We believe in doing what you say, building rich, meaningful connections with LGBTQ and straight ally audiences. This starts with finding and developing programs that strike on the shared value between brand and consumer.
  • We believe in less bull-horning, and back-patting for strong brand programs, but instead, outreach and inclusion that brings the brands’ DNA into the LGBTQ community in meaningful and impactful ways.
  • We believe in fewer LGBTQ generic corporate sponsorships and more authentic programs that represent honest brands and real commitment to a customer’s total

Focus less on your next press release announcing A CEI 100 score. While the recognition is nice, the score itself is a baseline for commitment. The real work is investing in meaningful connections and living your mission.

Try:

looking for meaningful connections in the form of programming, sponsorships and company culture,

Not:

vainly seeking a pat on the back for all the good “gay things” you’re doing.

What you do has a significant impact on LGBTQ individuals’ likelihood to consider purchasing your products or services, or working for your brand.

We recommend:

  • Find ways to build meaningful sponsorships that strike at the shared value between your customer and your brand.
    • Example: Subaru famously hired pitch woman Martina Navratilova in the 90s and went on to become a founding sponsor of the Logo Network.
  • Be sure all your sponsorships represent your values.
    • Example: Coca-Cola came under fire for their decision to move forward as a sponsor of the 2014 Sochi Winter Olympics after Russia announced its national anti-gay law.
87%

Your policies matter:
87% of LGBTQ adults say they’re likely to consider a brand known to offer equal workplace benefits for all of their employees.
(Harris and Witeck)

23%

What you do matters:
23% of LGBTQ adults have switched brands in favor of a competitor that supports causes benefitting the LGBT community.
(Harris and Witeck)

71%

What you do builds loyalty:
71% of LGBTQ adults say they remain loyal to a brand they believe is friendly and supportive to the LGBTQ community, even when less friendly competitors offer lower prices or convenience.
(Harris and Witeck)

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LGBTQ-centered marketing

Services We Offer

imre helps brands evaluate their programs and strategies and build strong marketing recommendations that bring brand values to life in the LGBTQ communities. We specialize in these two categories:

Total marketing capabilities

Help brands build inclusive programming for mass audiences that strike the important chord of inclusivity, diversity and acceptance while activating straight allies and general population. Our goal is to find the meaningful and shared values that our audiences find relatable, and to authentically build a brand story that speaks their language and tone.

Niche marketing capabilities

Help brands target individual segments of the LGBT population (ex. Transgender or bi-sexual) with resonant, human-focused programming. We also build programs that target the LGBT demographic based on core consistencies and inclusivity insights.

Interested in our LGBTQ services?

Send Marco a note—he can help.

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Live Your Mission