Almost 8.5 million Americans identify as LGBT. That's more than the population of Switzerland. And together the community has more than $835 billion in buying power. So why do so many brands ignore the LGBT community, or just pay lip service when marketing to one of the most diverse, creative and influential audiences in the country?
We firmly believe that the days of putting boys in hot pants and slapping a rainbow flag on a generic message should be consigned to the history books. This reading is no longer fundamental.
Brands which win with the LGBT community, are brands who engage with purpose, knowledge and use their power to help better the lives of all within the community.
It doesn't have to be lofty, we can still have fun, but today more than ever the LGBT community has the power to support brands which embody shared values.