support and identify with the lgbtiq community This is the third of five ‘Thoughts of the Day’ addressing the marketing opportunities in the LGBTQI community. It would, of course, be folly to suggest that this is a homogeneous community. It is anything but. For this reason, among others, the primary focus here is on people […]

support and identify with the lgbtiq community This is the third of five ‘Thoughts of the Day’ addressing the marketing opportunities in the LGBTQI community. It would, of course, be folly to suggest that this is a homogeneous community. It is anything but. For this reason, among others, the primary focus here is on people identifying as gay or lesbian. We all want to feel that we are understood. We all want validation in life, and in the marketing we are subjected to. We are all attracted to brands that we think are for us. Research suggests that homosexual people and same-sex couples are no different. Consider the following research findings: • 96% of gay respondents pay more attention to ‘gay’ advertisements • 92.5% of homosexual respondents want to support brands that support gay media • 83% of homosexual respondents would like to see brands better identify with them •…