Companies considering doing social market research at this time might want to weigh up just how well they represent the LGBT community in their advertising campaigns. After all, featuring gay people in promotional material is a strong indication that you as a brand are interested in equality, the LGBT lifestyle and gay rights.
Back in 2014, for example, AT&T launched a campaign on social media throughout October to celebrate LGBT History Month in the US, asking people to check in at various locations that empowered the community using the hashtag #MakingYourMark.
And a recent Digitas study found that smartphones, technology and sharing within the LGBT community had a very important role to play in the coming-out process, with 35 per cent of people aged between 18 and 24 using their mobiles during this time.
If you want to succeed in appealing to gay consumers, you need to demonstrate a genuine and authentic empathy and understanding of the people you’re trying to reach. In order to do this, make sure you research the preferences and needs of such consumers to help identify potential opportunities, and make sure you incorporate gay people in your campaigns.
It would also be wise to sit down with your gay members of staff and service users to help you develop appropriate communication strategies. Make sure that you deliver on what you promise as well and strive to fully engage with gay communities by focusing on national and local events and groups.
Consistency is also key – if you fully invest in relationships with your gay consumers, you’re far more likely to gain a greater a share of the market.