What should Marketing promote for the LGBTQIA+ audience?

[robiulhasan]

In the face of all this, the LGBTQIA+ community seeks much more than simply celebrating individuality. Their struggle is for their existence to be recognized, respected and valued in society. And marketing actions that involve this public cannot ignore this.

Studies point to the LGBTQIA+ public as one of the most profitable for business. According to a survey by vp security mailing lead Out Leadership , an international association focused on developing initiatives for this market, the financial availability of LGBTQIA+ people in Mexico is close to US$ 65 million dollars per year, which corresponds to about 6% of the country's GDP.

With so much purchasing power in hand (and fewer problems in disbursing it), "pink" money has become a point of attention and has gained more weight in companies' planning. But winning over and selling more to this public remains a major challenge.

What do LGBTQIA+ people expect from brands?
Considering that the LGBTQIA+ market demands that issues beyond the individual be addressed, marketing planning needs to delve deeply into the nuances of the causes that engage this audience .