Anderson Marketing Blog

Once your marketing team is educated on how to market to the LGBTQ community and you’ve established your LGBTQ creative guidelines, it’s time to develop your creative approach to LGBTQ marketing.

By researching what competitors and even other industries are doing in terms of LGBTQ marketing, you’ll be able to assess how to position your campaigns to succeed. According to Community Marketing, Inc.’s recent 10^th Annual Community Survey, pro-LGBTQ brands that are recognized by the community include Target, Starbucks and Amazon. 

Anderson takes our Marketing Minute video series on location to Hillcrest, in beautiful downtown San Diego. There, our correspondents will give you the one minute rundown on the 4 things marketers should know about the LGBTQ community

Being successful at LGBTQ marketing means having a specific set of LGBTQ Creative Guidelines. While some companies have hit the mark with LGBTQ advertising, like Honeymaid's LGBTQ Campaign, others wound up actually offending this community due to lack of truly understanding this audience and the diversity within in it, like the infamous Heineken Light Beer commercial.

Anderson takes our Marketing Minute video series on location to Hillcrest, in beautiful downtown San Diego. There, our correspondents will give you the one minute rundown on the 5 reasons why you must have LGBTQ marketing strategies.

4 Things Marketers Should Know About the LGBTQ Communities

(1) How Large the LGBTQ U.S. Community Is

• 5.8% of Americans identify as gay, lesbian, bisexual or transgender. As younger adults are consistently more likely to identify as LGBTQ, these numbers are expected to increase as more individuals become comfortable revealing their orientation.
• 2.4 million LGBTQ adults over 50 in the U.S., which is expected to double by 2030.   
• 5.6% of 18 to 44 year-olds identify as lesbian, gay, bisexual or transgendered.

To help you perfect your Marketing Strategy, you'll need to keep a pulse on overarching trends that developed in 2016. Read on for insights from the DMA's 2016 Response Report and Anderson's predictions on how these trends will shape the future of marketing.

If you haven’t already incorporated LGBTQ strategies into your marketing plans, you could be missing out on a huge opportunity. Here are 5 reasons why you must have LGBTQ marketing strategies.

As we continue with our inclusion series, we will now shift our focus to how marketers can include women, most effectively, in their marketing efforts. We will take a look at why this segment of buyers is so powerful and a few insights gleaned from original research Anderson conducted.

For our latest installment of our inclusivity series, we interviewed Dr. Jason Chambers about the complexities and nuances of marketing to the African American community. Dr. Chambers is an expert on the African American consumer market, Professor at the University of Illinois, and author of the book Madison Avenue and the Color Line: African Americans in the Advertising Industry. Read on for his insights:

The Stats

The US Hispanic population continues to be the fastest-growing minority segment in the US. In 2014, there were 55.3 million Hispanics in the United States, accounting for just over 17% of the total US population. That’s about 15% of the total adult population and 22% of US millennials.

Hispanics tend to be younger than the general market and have larger families, a larger percentage was born in the digital age, and the share of adult Hispanics born outside of the US has been steadily declining (48.7% in 2014 vs. 55% in 2007). And lastly, Hispanics have a collective buying power of $1.2 trillion.

Their buying power alone makes them a lucrative marketing target, but before you rush to include this segment, you need to know more about it. How can you include them in your marketing efforts?