Today’s brand marketers say they want their marketing aimed at LGBTQconsumers to be perceived as “Integrated,”“Inclusive,” “Equal” and“Progressive.” However, marketers have a long way to go to make this a reality,and as the results of parallel studies from LGBTQ media platform INTO andBrand Innovators make clear, they run the risk of ignoring or even alienatingLGBTQ consumers if they don’t get it right. The opportunity represented by the LGBTQ consumer market is massive;LGBT Capital estimates it at roughly 480 million individuals globallycommanding aggregated annual spending power of more than $5 trillionUSD. A GLAAD study showed that 20% of Millennials, consumers who arebuilding considerable earning potential in their 20s, 30s and 40s, identify asLGBTQ. Plus, this market responds to inclusive marketing. Seventy percent of LGBTQconsumers said a brand’s reputation as being LGBTQ-friendly (or not) hasdirectly infuenced a purchase they have made, according to INTO’s newsurvey of thousands of LGBTQ consumers. Despite all this, there is a serious disconnect between the staggeringsignifcance of the LGBTQ market and the way in which marketers approachthis community. In fact, nearly a third of brand marketers today -- 32% -- donot include LGBTQ in media planning and do not plan to do so, accordingto a parallel survey of hundreds of brand marketers conducted by BrandInnovators. The message is clear:Brand budgets and marketing strategies to reach thisinfuential group are not aligned with the market power and scale of LGBTQconsumers. In other words, marketers have a lot of work to do. More thansimply delivering a rainbow-themed campaign once a year, to capture thisunmistakable opportunity, they must show LGBTQ consumers they want toconnect with them in a meaningful and authentic way. “We should be constantly looking for opportunities where LGBTQ inclusioncan be an authentic part of the communication,” said John Lake, VP ofMulticultural Strategy and LGBT Segment Leader at Wells Fargo, which hasengaged with the LGBTQ community for over 30 years. “As the spectrumevolves, we must continue to accurately refect the marketplace we arestriving to reach – and determine how we can best meet their needs.” 1 INTRODUCTION INTOMORE · CONTACT: ADVERTISE@INTOMORE The LGBTQ market is not only large and relevant, these consumers respondpositively when they are acknowledged and included by brands:LGBT Capital estimates the global LGBTQ population is about 480 millionindividuals with an aggregated annual global spending power of morethan $5 trillion USD20% of Millennials aged 18-34 identify as LGBTQ, according to a 2017GLAAD study70% of LGBTQ consumers said a brand’s reputation as being LGBTQ- friendly (or not) has directly infuenced a purchase they have madeNearly half of LGBTQ consumers (47%) said a campaign inclusive of LGBTQpeople or themes has directly infuenced a purchase they have made Yet, many brand campaign plans and budgets fail to recognize the power ofthis market:38% of brand marketers don’t include LGBTQ-focused advertising inmedia planning because other demographics are of higher priority32% of brand marketers today do not include LGBTQ in media planningand do not plan to do so28% of marketers say the LGBTQ market is not applicable to their brand Only 13% of brands include LGBTQ consumers in year-round mediaplanning65% of brand marketers said no single person or group in their organizationsis assigned specifc responsibility for LGBTQ marketing outreach2 THE BRAND-LGBTQ CONSUMER DISCONNECTWhich of the following best describes your marketingapproach specifcally to the LGBTQ community Evaluate on a campaign-by-campaign basis Do not include in media planning and haveno plans to do so Primarily include in our media planningaround Pride Month/Pride Week Include in media planning year round Do not include in media planning but intendto do so 32.4% 31.9% 14% 12.6% 9.2% INTOMORE · CONTACT: ADVERTISE@INTOMORE LGBTQ Consumers Say Brands Could Do Better60% of LGBTQ consumers said the inclusive representation of LGBTQpeople and themes in advertising has gotten somewhat or much bettercompared to a year ago36% of LGBTQ consumers said brands are doing somewhat well when itcomes to how they are advertising to the community24% of LGBTQ consumers said brands are doing somewhat or very poorlywhen it comes to how they are advertising to the communityJust 12% of LGBTQ consumers said brands are doing very well when itcomes to how they are advertising to the community The Most LGBTQ-Friendly BrandsLGBTQ consumers surveyed were asked to name three brands they considerto be the most LGBTQ-friendly. Top brands cited included:Apple, Google,Target, Absolut, IKEA, Nike, Levi’s, Starbucks, Calvin Klein, H&M 3 THE STATE OF LGBTQ OUTREACH INTOMORE · CONTACT: ADVERTISE@INTOMORE 。。。。。。