Marketing to the Pink Pound (Dorothy Dollar)

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
9 min read

An introduction to the LGBT market, cautions, and advertising examples

LGBT, you may ask? LGBT may be the acronym for the Lesbian, Gay, Bisexual and Transgender community—you may even use LGBT+ to be including additional members of the group. With the acceptance and visibility of individuals with various sexual orientations and gender-identities having increased and welcomed, within the last amount of decades, I thought it will be a great time to create understanding to current marketeers inlcuding the members of the group, demographics, and warnings. I’ve also added several example campaigns to show how exactly to advertise to the community.

Within this short article:

  1. Explanation of the LGBT+ community
  2. Pronouns in marketing
  3. Demographics
  4. Globalization: Avoid some countries laws
  5. LGBT advertising examples

First, it is very important understand the difference between sexual orientation and gender-identity.

Sexual Orientation

Sexual orientation may be the emotional, romantic (or sexual) attraction of someone else or persons of exactly the same sex, opposite sex or gender.


Gender-identity, however, reflects how one perceives their very own gender. That is not the same as gender since it will not look merely at biology. For instance: whenever a man feels he could be a really woman however in the incorrect body. With regards to biology, he could be a male. However, the gender-identity is female. The important difference to comprehend is the way you address they, for instance, which pronouns to work with.

Considering this visibility and acceptance, the consequences are essential for marketers, as you ought to know of changes in demographics to boost and optimize marketing. I’d request you to keep an open mind with this particular article, irrespective of your personal opinions towards the LGBT+ community.

In this short article, I would like to inform the readers concerning the LGBT+ segment for you in detail, having an study of the demographics, warnings and many examples with results and commentary. I will regard this article in a neutral tone, sticking with facts and information, though I disclose that I’m area of the LGBT+ community.

Explanation of LGBTQQIP2SAA

It could be difficult to comprehend and explain the complete LGBT+ community since it is in circumstances of constant flux concerning whom is roofed. With the amount of acceptance of minorities in the regions of sexual orientation or gender-identities, the entire acronym (at this stage) is LGBTQQIP2SAA.

While you certainly do not need to utilize this whole acronym, it really is good to learn the many elements in this group—both personally and professionally.

At the beginning of the 1990s, the gay community began as LGB (Lesbian, Gay, Bisexual). Because of the acceptance of the community it moved to add numerous others inside its umbrella. First, the Transgender community was included, and much more since.

Note: You’re a lot more than welcome to utilize LGBT+ to handle the complete community.

As mentioned the entire acronym (at the existing time, also to my knowledge), is LGBTQQIP2SAA. I want to explain these groups.

  • Lesbian
    A lesbian is really a person with a lady gender-identity who’s drawn to another female gender-identity.
  • Gay
    Men that are emotional, romantic and/or sexual orientation towards men. Additionally it is a generic term for Lesbians.
  • Bisexual
    Bisexual can be an inclusive word used to spell it out the emotional, romantic and/or sexual orientation towards several gender.
  • Transgender
    People whose gender-identity differs from their assigned sex.
    Note: Trans men are men who’ve transitioned to female. Trans women have transitioned from female to male.
  • Queer
    An inclusive term for sexual orientations and gender identities that are not heterosexual or cis-gender.
    Note: cis-gender- people whose gender-identity matches the sex these were assigned to at birth – i.e. the contrary of transgender.
  • Questioning
    People that are still evaluating their sexual orientation and/or gender-identity.
  • Intersex
    Intersex identifies those who are born with reproductive or sexual anatomy which will not fit within the male / female spectrum.
  • Pansexual
    In a feeling, pansexual may be the epitome of acceptance because they could be sexually, romantically or emotionally drawn to any gender-identity or sexual orientation.
  • 2 Spirit
    Two spirit is really a contemporary (Pan-Indian) term utilized by indigenous AMERICANS to those that hold a normal “third-gender or other gender-variant” ceremonial role within their cultures.
  • Asexual
    An person that doesn’t have sexual attraction of any sort or low/absent interest/desire in sex.
  • Ally
    Also named because the straight Ally, they are the straight and cis-gender individuals who support members of the LGBT+ community.

Now you’re through to terminology, you can view the diversity of the whole group. With this particular understanding, you will have to learn how to use pronouns with certain groups, because they usually do not always adhere to our standard of ‘he’ or ‘she’.


Using the proper pronouns is key to an effective relationship with the LGBT+ community.

Transgender individuals, for instance, would rather be addressed to the gender-identity they identify with. So, a trans-man would like he/him and a trans woman would like she /her.

The intersex community will not always use she or he pronouns, because they usually do not feel they can fit in this duality. Intersex use non-binary pronouns such as for example zi/zir/zirs or zi/hir/hirs. If you want further insight: The Vanderbilt University’s English Language Department comes with an excellent comprehensive document with this matter, which you will get here.

This might not be one factor in your advertising campaign, but again, being conscious of such matters will undoubtedly be helpful once you use the LGBT+ community.


Contrary to popular belief, there’s a significant sizeable LGBT+ community all over the world. While we can not assign numbers to Allied members, we are able to report on the quantity of LGBT+ members. We’ll consider the information for the united kingdom and USA for the present time.

In the united kingdom, a report in 2016 by any office of National Statistics estimated that 1.026.000 people (2%) older than 16+ identified to be lesbian, gay or bisexual. The band of Transgenders and extra groups were classified under “other”, that was 268,000 (0.5%).

LGBT Representation

The study also noted: the biggest group that identified themselves as LGB were in this band of 16-25 (4.1%) and the LGB group were defined as probably to be single, never married or civil partnered with 70.7%. Further, it really is interesting to say that

“Around 2.7% of the populace in London identified themselves as lesbian, gay or bisexual (LGB), the best proportion of any English region” – Office for National Statistics

These interesting statistics can help in creating a persona for the campaigns or utilize the right demographics to attain this audience.

In the united states, the American Values Atlas by the general public Religion Research Institute reported (among 50,000 telephone interviews), 4.4% affirmed to be LGBT in 2016 (this translated to 14.2 million representative of the populace at that time). This risen to 4.9% in 2017 (15.9 million representative of the populace at that time). As you can plainly see, this is a significant market that’s approachable marketing.

LGBT population US

Unfortunately, the reporting of specific gender-identities and sexual orientations has fallen short in being in current censuses, so even though many studies took place, there is absolutely no one perfect report. Therefore these figures ought to be approached carefully.

Globalization: beware countries

Whilst the LGBT+ community has been accepted and is seen in lots of countries, not everyone has been so. With the increasing global economy and market, we find ourselves approaching a variety of markets all over the world. If you want to reach a global LGBT+ market, you might wish to focus on some countries and locations.

As of August 2017, 72 countries on earth have laws criminalizing homosexuality, indeed with 8 states that apply the death penalty. It will be prudent in order to avoid applying any LGBT+ marketing in these areas, apart from the truth that your marketing wouldn’t normally be published because of local law. Please do research or observe the countries where your campaigns might not be welcomed. A map below can make you the best decision concerning where you’ll get a more positive response.

On the positive side, over 82 states have protection for the LGBT+ community and may be prospective markets. You can also target married/civil-partnered couples in 52 nation states or LGBT+ couples who’ve adopted in 53 states

Sexual orientation laws on the planet

Let’s look at some very nice types of LGBT+ marketing which has occurred!

LGBT advertising examples

Husbands: Amazon Kindle Paperwhite: 2013

In an effort of Amazon to attain a more substantial platform of customers, they will have created an advert to market their Kindle Paperwhite product in 2013. That is an advert with an informal atmosphere and the LGBT+ presence wasn’t forced, but nonetheless included.

The video shows a guy attempting to read from the tablet, with the reflection of sunlight the person complains to an arriving woman he cannot read his screen. She then mentions that Kindle is ideal for the beach, mentioning several unique selling points. He immediately gets on his tablet and buys the merchandise, then mentions they ought to celebrate. The girl tells him her husband is bringing her a glass or two, and the person replies, “So is mine”. The camera then moves to the bar showing two waving and smiling men.

Although there is absolutely no official video on YouTube, some channels have uploaded to their own accounts. Both channels with views, showed 398,780 views and 224,605 views respectively. Additionally, the initial channel has over 3.500 likes, and only 302 dislikes. The next channel had 2700 likes with only 240 dislikes. The advert also showed a great deal of comments, with 1458 comments on the initial channel, and 896 comments on another.

Baby Dove with Transgender Mom (2017)

In the case of Dove—an individual care brand, owned by Unilever— within their advert, they will have selected 6 moms from various backgrounds telling their stories. In this advert, Dove in addition has included a transgender couple—from articles about them, this was the 1st time a post-transition mom was depicted in a US commercial. In a complete, this is a campaign directed at all moms, making use of their campaign hashtag #RealMoms.

As a complete, the segment was an amalgamation of several forms of moms, the inclusion of a transgender couple was brave, as this segment of the LGBT+ community is frequently excluded from advertisements. Following the story of 3 other moms, the segment with a transgender mom, the story goes the following:

First, you see Shea, a grad student, sitting on to the floor feeding her baby, close to her female partner. Then to a go with both parents behind a child dome, says to the camera: “We’re both biological parents.” Then continues on to state: “You obtain people like: What can you mean, you’re mother?” within an amused manner.  “We’re like yup, we’re both gonna be moms”. Then your segment progresses to another moms.

In terms of response, the LGBT+ community responded positively:

“Kudos to the brand for not merely being LGBTQ inclusive but also for being ready to think beyond the more prevalent solution of showing a cisgender two-mom couple (much when i love seeing LGBTQ parents of any type on my screen).” – Award-Winning blogger Dana Rudolph

However, there have been a whole lot videos concerning the dove ad with extreme negative feelings about including a transgender mom. This implies that you must get ready with an excellent response intend to the possible reviews on and offline.

In terms of stats: the state video had over 207,558 views, but with 5.800 dislikes, and just 944 likes. Because of the comments being disabled, it’s extremely hard to ascertain the reason why for the huge amounts of dislikes.

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Nike: Chris Mosier (Transgender) (2016)

In Nike’s “Unlimited Courage” campaign, they celebrate casual and professional athletes endeavour to attain new height and ambitions. Because of this advert, showed at prime-time at the Rio Olympics, they showed Chris Mosier who was simply the initial known, out trans athlete to get to the men’s national team for the 2016 World Championship. In this advertisement you see Chris training hard with running, cycling, body lifting, while replying to questions such as for example “How’d you understand you’d be fast enough to compete keenly against me”, with a bluntly reply of “I didn’t.” Playing on the theme of despite your upbringing, or hardships, in the event that you keep training, you’ll achieve your targets (with Nike, needless to say).

The video on Nike’s official channel reached over 3,214,638 views. There is still opposition to the advert with over 2300 dislikes, but with 5900 likes it appears to possess had more positive response than Dove’s Real Moms. From the 1541 comments, it looks a well-received advert to the LGBT+ community.

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Young gays: McDonalds. Come when you are – 2010 ad

In a vie to attain a younger segment of the LGBT+ market, McDonalds released the “Come when you are campaign”.

Nathalie Le Garlantezec, brand director of McDonald’s France commented (translated from French):

“We wished to have a look at how French society is today. We’re very more comfortable with the main topics homosexuality, there’s obviously no issue with homosexuality in France today”.

Officially, the business explained they didn’t target the LGBT+ community with this particular advertisement. The statement release (translated from French):

“Today, we have been targeting extremely broad, we’ve a large penetration, so McDonald’s customers, it’s the entire French population, we need not do targeting. Hopefully that this kind of film can touch anyone, whether homosexual or not. (sic)“

In this commercial, you visit a son sitting at the McDonalds considering his class-picture when he receives a call. Telling the recipient that he’s was just considering see your face, just considering the photo. He ends the decision saying “I miss you too”. His father comes over (with food) and foretells his son. Seeing his class-photo and telling him he was a significant lady’s man and that it’s too bad he’s within an all-boys class, and he could easily get all of the girls. He talks about his dad and smiles. The ad fades out, with the campaign title “Venez come vous êtes” (Come when you are).

This video, (not from the state channel). Reached over 5,644,972 views. With over 30,000 likes, it appears this advert was perfectly liked. The amount of dislikes was 3.700. The comments were disabled because of this video, so it’s not possible to comprehend the reason why for the negative likes.

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David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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