Campaign for homosexual target groups: Risk or gain?
Marketing for homosexual target groups is controversial. Is a brand that advertises in media for homosexuals classified as a "gay brand"? Could this put off heterosexual customers?
The homosexual, bisexual and transgender market offers a great opportunity. It is worth around 743 billion dollars. But is there a risk for companies if they actively target homosexual customers? According to Adage.com, Disney was shunned by a conservative organization for years in the past because the family-oriented experience company had also reached out to gay customers. Even in 2011, backlash seems to be an issue when it comes to marketing to gay consumers. The more interesting question is therefore how marketers react to the risk of a boycott. Simply missing out on the homosexual, bisexual and transsexual market in order to avoid risk should not be in the nature of marketing. This is because the backlash to gay advertising is overestimated.
Even a short statement can work wonders. For example, a statement that diversity is recognized and respected, but that it is not a selective concept. And should a new "gay brand" nevertheless establish itself, this would certainly not be a risk in terms of customer loss, but rather a gain - namely by expanding the target group and strengthening the brand. After all, concepts such as style, pioneering spirit, sex and coolness not only appeal to a large customer base in the heterosexual world, but are also indispensable in the gay community.
