Dr Tom McNamara and Dr Irena Dcub' 'Practners Gui to Targeted Marketg and the Lbian and Gay Communy' reveals a cynicism and
Contents:
- REPRENTG FIFTY SHAS OF GAY THE LGBTQ+ MARKETPLACE
- WHY MARKETG TARGETED AT GAY AND LBIAN NSUMERS OFTEN MISS S MARK
REPRENTG FIFTY SHAS OF GAY THE LGBTQ+ MARKETPLACE
Lbian, gay, bisexual, transgenr and queer populatn is projected $917 billn (Huffgton Post: Weck Communutns 2015 Study). Packaged Facts Report: The Gay and Lbian Market the U. 6% of Amerins intify as lbian, gay, bisexual, transgenr, or queer, acrdg to a new Gallup report.
Sce the dawn of the polilly-motivated “Dream Market” the 1990s, whe, affluent, gay mal uld expect to see themselv gay prt magaz and onle portals, natnal ad mpaigns the media, and, creasgly, mastream media, particularly televisn and news media, while advertisers left the rt of the LGBTQ+ populatn, cludg all people of lor, out the ld.
The Ls, Bs, Ts, and Qs were expected to see themselv reprented by advertisg to whe gay mal and be thankful for the visibily. Alternately, marketers were unapologetilly pursug the gay male dollar and had ltle regard for the rt.
WHY MARKETG TARGETED AT GAY AND LBIAN NSUMERS OFTEN MISS S MARK
Clarify advocy and reprentatn In recent years, some advertisers have shifted away om “reprentg” all LGBTQ+ nsumers wh imag of gay mal towards advertisg that highlights the stggl of transgenr dividuals.
For s, the advertisg dtry has neglected female members of the LGBTQ+ populatn wh a bias towards gay mal; this even though femal are more likely than mal to intify as LGBTQ+.
Dpe the fact that a greater number of lbian upl have children than do gay men, gay men actually tend to be more equently portrayed wh fai pared to lbian upl. Acrdg to a recent Ipsos report, among the progrsg generatns, more LGBTQ+ people are choosg to intify as “fluid” rather than “non-fluid” (meang gay or lbian) as members of Gen-Z are far more likely than prev generatns to be plurisexual or attracted to more than one sex. Early rearch the field datg back to Frd’s Inversn Theory 1910 scribed gay men and lbians as “sexual verts”—implyg that homosexualy was some sense the reversal of “normal” sex.