Anderson Direct and Digital explores marketing opportunities for the LGBTQ community, and how to do them right. The LGBTQ community has a projected $884 Billion in total buying power for 2017.

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UNTAPPED OPPORTUNITY
LGBT MARKETING

2. Lesbian
Gay
Bisexual
Transgender
Queer/Questioning

3. AGENDA
3
Who are the LGBT?
Creative Guidelines
Examples
Recommendations
Why Care?

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$884 billion
2014 estimate. Source: Witeck Communications and Market Research. Available at
http://www.witeck.com/pressreleases/americas-lgbt-2014-buying-power-estimated-at-884-billion/

5. PURCHASING HABITS
5
10% more shopping trips a year vs. average household, and buy 7% more
at checkout than non-LGBT consumers.
23% higher median household income vs. the American general market2
 Married/partnered gay men HHI $115,200/yr vs. $102,100 hetero married/partnered
men
 Married/partnered gay women HHI $94,100/yr vs. $85,000 hetero married/partnered
women
24% more equity in their homes1
26% of gay men say they will pay more for top quality brands2
30% have taken a major vacation in the past year2
40% bought a new smartphone in the past year2
1. Prudential 2012 Survey of more than 1,000 LGBT respondents
2. Community Marketing, Inc., July 2012 survey of 13,000 Gay & Lesbian Americans

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Over 45%
Consumers ages 34 & under
will do repeat business with
an LGBT-friendly company
2014 Google Consumer Study.
https://www.thinkwithgoogle.com/articles/lgbt-advertising-brands-
taking-stance-on-issues.html

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HOME OWNERSHIP
Excerpts of survey: http://communitymarketinginc.com/lgbt-real-estate-survey/
Full survey: http://naglrep.com/lgbtsurvey/

8. “The LGBT community is a significant contributor to the U.S.
economy, and savvy companies should plan their strategies
accordingly. By knowing what LGBT consumers are looking for, where
they’re finding it and how much of it they’re consuming, companies
will be better equipped to develop and promote products that
become the next big thing.”
“The speed with which public attitudes have shifted towards greater
acceptance of LGBT individuals and their causes has left many
marketers scrambling to devise plans that are not only inclusive of
LGBT consumers, but in many instances designed to overtly and
publicly court this influential and growing consumer segment.”
Nielsen. Proudly Setting Trend: the 2015 LGBT Consumer Report
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9. AGENDA
9
Who are the LGBT?
Creative Guidelines
Examples
Recommendations
Why Care?

10. 5.8% OF AMERICANS IDENTIFY AS GAY,
LESBIAN, BISEXUAL OR TRANSGENDER
10
http://www.lgbtmap.org/equality-maps/lgbt_populations
Gallup Daily Tracking Survey, 2014

11. GOT ANY CLIENT
PROSPECTS/
CUSTOMERS
IN THESE CITIES?
11

12.  Younger adults consistently more likely
to identify as LGBT.
 5.6% of 18–44-year-olds identify as
lesbian, gay, bisexual or transgendered.
NUMBERS EXPECTED TO
INCREASE
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3.4%
2006
4.3%
2013
5.6%
2016
As more LGBT individuals become
comfortable revealing their orientation,
these numbers are expected to
increase.

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2.4 million
LGBT adults over 50 in U.S.
Expected to double by 2030.
http://williamsinstitute.law.ucla.edu/research/lgbt-older-adults-highlighting-isolation-discrimination/

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 Apprehensive of how they are treated by
healthcare providers or senior care facilities
 Older lesbians, bisexual, and gay men have
higher prevalence of mental health
problems, disability, disease, and physical
limitations than older heterosexual people
 Transgender older adults at higher risk for
poor physical health, disability, and
depressive symptoms compared to cisgender
adults
 LGBT older adults need to be recognized by
the Older Americans Act (OAA) as a “greatest
social need” group, opening up important
funding avenues to prioritize services for this
group
Needs of older LGBT adults
are quite different than
those of the non-LGBT
population.
http://williamsinstitute.law.ucla.edu/research/lgbt-older-adults-highlighting-isolation-discrimination/

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Effective culturally sensitive training for service
providers could help improve the experience of
LGBT elders with health care providers,
alleviating expectations of discrimination that
cause delay in seeking care.
http://williamsinstitute.law.ucla.edu/research/lgbt-older-adults-highlighting-isolation-discrimination/

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WHAT MATTERS MOST
Marriage equality isn’t the only thing that’s on
the mind for the LGBT community.
Do these universal needs sound familiar?
 To be able to travel safely and free from
prejudice.
 To be able to show affection and celebrate in
public, like everyone else.
 To get affordable healthcare—for
themselves and their loved ones.
 To go beyond tolerance…to be accepted.
 To feel at home. Anywhere.

17. COMMUNITY PLAYS A BIG ROLE
17
The LGBT community is more tightly-knit than other
segments. Word of mouth is especially powerful within this
demographic, so if people are asking about a new product
or service, it comes up powerfully in conversation.

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73% RESOURCE GAP IN
RURAL COMMUNITY RESOURCES

19. AGENDA
19
Who are the LGBT?
Creative Guidelines
Examples
Recommendations
Why Care?

20. LGBT TRAITS
20

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They are diverse.
http://www.theharrispoll.com/politics/Businesses-Govt-Should-Not-Discriminate-against-LGBT.html

22. LGBT CREATIVE GUIDELINES:
DEPICTION
22
Guidelines are the foundation for all LGBT creative to ensure high Ad Respect
Scores and well-received within the LGBT community.
Do Don’t
Create authentic messages that promote equality. Be overt. Keep it ambiguous and tasteful.
Embrace physical affection. It’s what unites us as humans. Assume…anything. There is no “typical” couple, household, or relationship.
Be inclusive and diverse. Show a variety of ages, genders, races, social
statuses and abilities. Even better, show these things simultaneously. Limit yourself to white male- or gay-targeted research and messages.
Be consistent and confident. Be ready to respond to any criticism with
business rationales, such as diversity and the bottom line. Modify or withdraw ads after negative criticism from conservative groups.
Show that you can stand by your position and always, always take the high
road.
Waffle. It’s especially alienating to LGBTQ consumers.
Be sensitive to stereotypes.
Lead with universal themes (love, family, safety, security, adventure).
Stereotype. Only (or primarily) depicting extremely effeminate gay men or extremely
masculine women are old ideas that alienate.
Go national. Assume that Midwesterners and Southerners “can’t handle it.” They can. And if
they can’t, enlighten them.
Keep it simple. Show same-sex pairings in everyday situations, such as at
home, driving, shopping, or eating. Oversimplify. Bedroom, pool, and nightclub scenes are tired and worn out.
Always offer an “other” category with surveys.
Example: What is your relationship status? A. same sex B. opposite sex
C. other
Depict LGBTQ individuals as a separate or “other” category.
Choose LGBT celebrities who are authentic, relatable, approachable, and
believable for the brand.
Forget that regular people often provide the most accurate, authentic depictions of
LGBT relationships and ideals.

23. LGBT CREATIVE GUIDELINES:
TONE OF VOICE
23
Guidelines are the foundation for all LGBT creative to ensure high Ad Respect
Scores and to be well-received within the LGBT community.
Avoid these terms… Instead, say…
Gay marriage Marriage equality
Agenda Ideals
Lifestyle Life
Sensitive Passionate, caring
Husband, wife Partner, spouse

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 February: LGBT History Month (UK)
 April 19: National Day of Silence
 April 26: Lesbian Visibility Day
 May 17: IDAHOT (International Day Against Homophobia & Transphobia)
 June: Pride Month
 September 23: Bisexual Awareness Day
 October 1: National Coming Out Day
 October: LGBT History Month
 November 20: Transgender Day of Remembrance
 December 10: Human Rights Day
Opportunities for clients to showcase their
commitment to equality and services that
demonstrate commitment.

25. AGENDA
25
Who are the LGBT?
Creative Guidelines
Examples
Recommendations
Why Care?

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PRO-LGBT BRANDS RECOGNIZED

27. KROGERS BATHROOM SIGN
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Profits increased
shortly after the ad
went viral,
demonstrating
what's possible
when brands take a
LGBT-friendly stance

28. LGBT KEY MESSAGES
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Brand Vertical Key Message
AXE Consumer
Goods
Who needs that other thing when you’ve got your
thing. Now work it.
Marriott Travel Love travels is a universal language. Wherever you go,
you bring love with you.
Hilton Travel Start playing. Start relaxing. Start loving.
Honey Maid Consumer
Goods
Pursue your truth. Be you, with us. Love is
welcoming. Love is safe.
iPhone Technology I am who I am because you are who you are.
Campbell's Soup Food Family isn’t defined by who you love, but how.
Wells Fargo Financial Everyone works hard for a reason. We can help you
prepare financially for when two becomes three.
PNC Bank Financial Helping you be ready for this chapter and the next.
Allstate Financial Together is beautiful.
Aetna Healthcare Love is love. Be proud. Be well.

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HONEY MAID
https://youtu.be/E6WNSE0FnrQ
Key Message
Pursue your truth. Be you, with us.
Love is welcoming. Love is safe.

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HONEY MAID RESPONSE
https://www.youtube.com/watch?
v=cBC-pRFt9OM
Response to Negative
Negative comments were turned into an
art piece called LOVE.
Takeaway: Be prepared to respond.

31. Honey Maid's messaging about the
wholesomeness of all families
resonated with customers.
"The company's June/July sales increased 7%
YoY as a result of them standing up for
diversity and equality.".
31

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AXE
https://www.youtube.com/watch?v=WzTSE6kcLwY
Key Message
Who needs that other thing when you’ve
got your thing. Now work it.

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HILTON
https://youtu.be/A1iJxMyCujs
Key Message
Start playing. Start relaxing.
Start loving.

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APPLE
https://youtu.be/NFFLEN90aeI
Key Message
I am who I am because you are who
you are.

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MARRIOTT
Key Message
#Lovetravels is a universal language.
Wherever you go, you bring love with you.
https://youtu.be/8uBV_X7hQ40

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CAMPBELL’S SOUP
https://youtu.be/7rZOMY2sOnE
Key Message
Family isn’t defined by who you love,
but how.

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WELLS FARGO
https://youtu.be/DxDsx8HfXEk
Key Message
Everyone works hard for a reason. We
can help you prepare financially for
when two becomes three.

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WELLS FARGO
Key Message
Together is beautiful.

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PNC BANK
Key Message
Helping you be ready for this chapter
and the next.

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BANCO PROVINCIA
Key Message
Your life changes when there is a bank
disposed to change.
https://www.youtube.com/watch?v=XbgmKLm
WAdU&index=109&list=PLE3FA7EAE0AF2E625

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ALLSTATE
Key Message
We’re here to help protect your firsts
and every moment in between.
https://www.youtube.com/watch?v=rU5FU6uF
cPA

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AETNA
Key Message
Love is love. Be proud. Be well.
https://www.youtube.com/watch?v=uka
X_AzMsFM

43. AGENDA
43
Who are the LGBT?
Creative Guidelines
Examples
Your LGBT Marketing
Plan of Action
Why Care?

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Majority of Americans Agree: Businesses and
should not discriminate against LGBT People
http://www.theharrispoll.com/politics/Businesses-Govt-Should-Not-Discriminate-against-LGBT.html

45. It’s time to recognize that the
LGBTQ universal needs are the
same as the rest of society.
45

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CREATING YOUR PLAN
 Be committed as a company. Revisit your key messaging to
include LGBTQ.
 What are you doing for your employees?
 Check your website. Do you have messaging promoting your
commitment to equality?
 What are you doing for your community and how are you
promoting it via social channels?
 Educate internally.
 Educate your clients.
 Seek research that informs smart LGBTQ strategies.

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See more LGBTQ marketing best practices at
marketingblog.andersondd.com/blog