New Ideas in Marketing
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These consumers are 1.8 times more interested in receiving advertisements on their smart phones.

This piece highlights the importance of marketing and advertising to the LGBTQ community, a consumer group with possibly more disposable income as compared to heterosexual consumers. Most LGBTQ adults belong to a two-person household, with both members earning above average incomes.

The combined buying power of US LGBTQ adults exceeded $915 billion as of 2016. It is easier to reach affluent LGBTQ consumers online and on social media as they are more engaged online than the general population.

These consumers are 1.8 times more interested in receiving advertisements on their smart phones. The author advises against brands being clumsy and condescending in their advertising and highlights that the LGBTQ consumers would “reward marketers” who design unique advertisements which appear in publications read only by this group.

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[6 minute read]

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