792:
743:
53:
19:
618:
676:
As a direct result of this campaign, numbers of youth that were educated in terms of HIV and their own status in New York City grew considerably, and therefore the LGBT community could be perceived as a safer place, as these youth were now aware of the risks involved with sex, and the consequences of
765:
usage than their non-LGBT+ peers, a pattern previously seen in 1998, 2003, and 2008 data. In a 2016 study, 49.5% of LGBT+ respondents reported current cigarette smoking, while 70.2% recognized smoking endangered one's health. In 2009-2010 data from the
National Adult Tobacco Survey, gay and bisexual
754:
The tobacco and alcohol industries have marketed products directly to the LGBT+ community. In 1990, ACT-UP, an AIDS organization, boycotted
Phillip Morris. Following this, other tobacco companies began funding AIDS organizations. In a 2013 study, LGBT+ participants reported statistically significant
604:
Social marketing's main aim is to raise awareness about a topic or issue within a community and work to change the overall opinion, attitude, or actions associated with that issue. Social marketing in a community that is as intimate and intertwined as the LGBT community is an effective and important
769:
Marketing campaigns focusing on lowering levels of LGBT+ substance abuse have been attempted. Break Up, an LGBT+ focused anti-smoking campaign, was met with mixed results; while a study following its implementation indicated helpline usage had increased, cessation attempts had not. In 2016, the FDA
672:
This campaign's success was unprecedented due to the heavy online social media presence of the youth, spreading this event through word of mouth. The objective of 167 youth tested was almost tripled, and 60% of those youth tested said they had never been tested before, with 98% of those saying they
657:
In 2014 LifeBeat launched the Know Your Status Stage (KYSS) campaign to try and raise awareness for the importance of getting tested for HIV on a larger scale than ever before. The idea behind it was to hold a large scale music event with artists that were very attractive to the target audience,
645:
The success of the campaign can be measured through the popularity of the LYC social media channels as a part of the NZ LGBT community, and in the statistic published on the NZAF webpage that states "new HIV infection rates among MSM in NZ have dropped 12%" since the launch of LYC. (NZAF, n.d.)
584:
plays an incredibly important part in an LGBT youth's life, with Amy Adele
Hassinoff stating that "a variety of studies of gay, lesbian, transgender and queer youth indicate that the internet provides an important way to connect with communities and romantic partners, find information, and gain
630:
The New
Zealand Aids Foundation (NZAF) launched the Love Your Condom (LYC) campaign in 2014 to promote the concept of safer sex through the active use of condoms and lube every time gay/bisexual men have sex. The overall goal of the campaign was to reduce the transmission of HIV in New Zealand
68:
test when going through the hiring process and specifically asked an employee about their sexual orientation. Coors ignored the boycott for several years, but made some concessions in 1978, and in 1995 began several countermeasures, including dropping the questions regarding homosexuality and
677:
unsafe sex. LifeBeat stated that "due to the impressive performance of the KYSS idea in New York, the name was registered to spread the initiative to other cities in other states with high youth HIV indices, like
Florida, California, Texas and Georgia" (Effie Worldwide, 2015).
85:
Marketing to the gay and lesbian community faces statistical obstacles in that few credible peer-reviewed estimates of the gay and lesbian marketplace have been published. In particular, the use of non-random "convenience surveys" on attendees at gay resorts and subscribers to
600:
Social marketing is defined by Alan R. Andreasen as: "The adaption of commercial marketing technologies... to influence the voluntary behaviour of target audiences to improve their personal welfare and that of the society of which they are a part" (Andreasen, 1994).
661:
Due to the mass followings of the artists on social media and the incorporation of traditional advertising through the use of billboards in popular areas and ads in newspapers that were popular with their target audience, the campaign went viral.
658:(LGBT aged 13–25), where the only way to receive a ticket was to take a simple HIV test. The two objectives were to get at least 167 youth to visit the testing locations and attract NYC youth who had never been tested. (Effie Worldwide, 2015)
572:
issued the
Corporate Equality Index 2013, which provides a national benchmarking tool on corporate policies and practices related to LGBT employees in the United States. This is also used to determine a company's level of gay-friendliness.
613:
The effects of a successful LGBT marketing campaign can positively impact the LGBT community in ways that make the community safer and more welcoming, which is the overall goal of social marketing. Some examples of these effects include:
555:
has launched a specific LGBT-targeted vacations website. While over fifteen years old in the United States, LGBT marketing is a relatively new marketing phenomenon elsewhere in
Australia and Europe, including Belgium and the Netherlands.
109:
reported that 3.5% of adults in the United States identified as lesbian, gay, bisexual, and .3% of adults as transgender. At that time, the LGBT consumer market was estimated to have an overall buying power of more than $ 835 billion.
641:
The campaign was launched after the NZAF executive director Shaun
Robinson noticed condom use amongst men who have sex with men, otherwise known as MSM, was on the decline, both in NZ and internationally (Saxton et al., 2015).
1409:"Lesbian, Gay, Bisexual, and Transgender (LGBT) View it Differently Than Non-LGBT: Exposure to Tobacco-related Couponing, E-cigarette Advertisements, and Anti-tobacco Messages on Social and Traditional Media"
791:
711:, and the LGBT community. The LGBT community joined to protest Coors' hiring practices – polygraph tests were often required, during which the prospective employee was asked about their sexual orientation.
654:
The not-for-profit organization LifeBeat is a charity that works with the music industry to educate
America's young LGBT and their allies about the realities and dangers of HIV/AIDS (LifeBeat, c2013).
37:(lesbian, gay, bisexual, transgender) customers, either with dedicated ads or general ads, or through sponsorships of LGBT organizations and events, or the targeted use of any other element of the
585:
confidence" (Hasinoff, 2012). For marketers, this is important knowledge to possess as it suggests that LGBT marketing should place a heavy focus on the social media aspects of their campaigns.
755:
higher levels of exposure to tobacco-related content than non-LGBT+ participants. In 2010, of the sampled parades that listed sponsors, 61% of the prides were sponsored by the alcohol industry.
714:
Coors ignored the boycott for several years, but made some concessions in 1978, and in 1995 began several countermeasures, including dropping the questions regarding homosexuality and extending
551:
Major ad categories include travel, financial services, alcoholic beverages, automotive, entertainment, hair and skincare, luxury goods, pharmaceuticals, and fashion. For example,
821:
of the words "pink" and "whitewashing" that is used to describe a variety of marketing and political strategies aimed at promoting a product or an entity through an appeal to
761:
The LGBT+ community has historically suffered from higher levels of substance abuse than non-LGBT+ individuals. As of 2013, LGBT+ youth struggle with higher levels of
90:
has resulted in unreliable statistical estimates of LGBT buying power. The exact number of gays and lesbians in a given market is generally, if not always, unknown.
1082:
758:
In a study gauging LGBT+ response to targeted marketing, researchers noted that participants, particularly non-POC, interpreted it as valuable representation.
634:
The LYC campaign incorporates traditional media, such as billboards and print, (i.e. newspapers and magazines), along with an active social media presence and
1254:
44:
The LGBT market comprises a group of customers who buy goods and services from a broad range of companies across industry segments and in many countries.
669:, as a result of social media which meant more and more of the target audience were getting tested just to attend this event (Przybylski et al., 2013).
1234:
Saxton, P.J; Dickson, N. P.; Hughes, A. J.; Ludlam, A. H. (2015). "Infrequent condom use with casual partners among New
Zealand gay and bisexual men".
1507:""If You Know You Exist, It's Just Marketing Poison": Meanings of Tobacco Industry Targeting in the Lesbian, Gay, Bisexual, and Transgender Community"
1116:
1342:
Przybylski, A. K.; Murayama, K.; DeHaan, C. R.; Gladwell, V. (2013). "Motivational, emotional and behavioral correlates of fear of missing out".
739:
Specialist LGBT marketing agencies in various countries provide specialized LGBT market services to companies seeking to target LGBT customers.
559:
Many brands that have previously ignored the existence of this segment of society now increasingly target LGBT customers. In August 2006,
998:
538:
1776:
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64:
was the subject of a boycott by the LGBT community. The LGBT community joined to protest Coors' hiring practices, since Coors used a
1699:
686:
1051:
1370:
1024:
106:
1458:"Tobacco Policies and Alcohol Sponsorship at Lesbian, Gay, Bisexual, and Transgender Pride Festivals: Time for Intervention"
565:
magazine carried a Business article on growing interest amongst brand name advertisers in Europe to target LGBT customers.
1771:
1643:"The Break Up: Evaluation of an Anti-Smoking Educational Campaign for Lesbians, Gays, and Bisexuals in Los Angeles County"
842:
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amongst gay and bisexual men, as these were the groups that were identified as the highest at risk (Clayton-Brown, 2015).
972:
724:
74:
785:
1092:
1766:
462:
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A large factor of this success is that today's youth experience a new phenomenon that has been labeled 'FOMO', or
105:
reported that there were more than 658,000 same-sex couples heading households in the United States. In 2013, the
1262:
98:
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A condom given out by NYC Health Department during the Stonewall 50 – WorldPride NYC 2019 celebrations.
60:
One of the first instances of the impact of the LGBT community in the marketing world was in 1973 when
932:"What Matters: Factors Influencing Gay Consumers' Evaluations of 'Gay-Friendly' Corporate Activities"
826:
715:
467:
397:
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was the subject of a boycott by the LGBT community starting in 1973. The boycott was initiated by
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973:"American Airlines Vacations Welcomes You: Fly with a friend while you vacation with a partner!"
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funded the This Free Life campaign to help prevent and reduce smoking among LGBT+ young adults.
1751:
825:-friendliness, primarily by political or social activists. The phrase was originally coined by
1672:
1585:
1536:
1487:
1438:
1133:
Hasinoff, A. A. (2013). "Sexting as media production: Rethinking social media and sexuality".
552:
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324:
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1002:
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1556:"Are alcohol-related disparities between sexual minority and heterosexual youth decreasing?"
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LGBT marketing initiatives have not been without controversy both for and against them.
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A large amount of the marketing that is aimed at the LGBT community has a heavy focus on
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extending domestic partnership benefits to its LGBT employees. The company also hired
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958:
830:
818:
795:
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334:
102:
101:, two questions were asked that allowed same-sex partnerships to be counted, and the
38:
30:
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1605:"Use of Tobacco Products Among LGBTQ: Results From 2016 Surveys & Focus Groups"
1604:
1154:
887:
882:
857:
847:
766:
smokers were less likely to be aware of cessation helplines than straight smokers.
700:
581:
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931:
872:
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70:
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However, some national governments have started to publish data that include
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to protest the company's antagonistic practices, and was later joined by
1189:
1168:
Andreasen, A. R. (1994). "Social Marketing: Its Definition and Domain".
950:
747:
151:
1571:
976:
802:
hold a "die-in" protest against Israeli pinkwashing and the perceived
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to engage with its target audience – gay/bisexual men in New Zealand.
729:
156:
1310:
1308:
1306:
1729:
1700:"A documentary guide to 'Brand Israel' and the art of pinkwashing"
822:
790:
741:
616:
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way to get messages across that benefit the community as a whole.
319:
299:
51:
17:
852:
807:
34:
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to identify companies that claimed to support women with
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benefits to its LGBT employees. The company also hired
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as a marketing representative and began advertising in
73:
as a marketing representative and began advertising in
1732:– Nonprofit with worldwide LGBT marketing information.
1316:
609:
Social benefits of successful LGBT marketing campaigns
925:
923:
673:would get tested again. (Effie Worldwide, 2015)
1050:Manning-Schaffel, Vivian (September 13, 2004).
1747:Corporate America Taking Notice of GLBT Market
833:while actually profiting from their illness.
532:
56:LGBT-demonstration on one of the main streets
8:
1215:. Fairfax Media. The Hutt News. pp. 8–9
784:For the origin of the term pinkwashing, see
1752:Survey: Advertising Motivates Gay Consumers
539:
525:
117:
77:and at events such as Denver's PrideFest.
1666:
1579:
1530:
1481:
1432:
750:LGBT marketing flyer in Portland, Oregon.
1170:Journal of Public Policy & Marketing
939:Journal of Public Policy & Marketing
904:
120:
1402:
1400:
1398:
1738:– covers latest news on gay marketing
1698:Schulman, Sarah (November 30, 2011).
1213:"Graphic video aims for safe gay sex"
22:LGBT-pride symbols at a demonstration
7:
1317:"LifeBeat: Know Your Status Stage"
1211:Clayton-Brown, B. (May 26, 2015).
930:Oakenfull, Gillian W. (May 2013).
95:demographics of sexual orientation
14:
1742:Survey Reveals Gay Spending Power
1511:American Journal of Public Health
1462:American Journal of Public Health
1456:Spivey, Jasmine (February 2018).
687:Criticism of the alcohol industry
650:Know Your Status Stage – New York
1286:"LifeBeat Music Fights HIV/AIDS"
1083:"A New Ad Adage: Same Sex Sells"
1647:Journal of Health Communication
1554:Fish, Jessica (November 2017).
1413:Nicotine & Tobacco Research
1114:"Corporate Equality Index 2013"
1505:Smith, Elizabeth (June 2008).
626:Love Your Condom – New Zealand
107:American Marketing Association
1:
1659:10.1080/10810730.2016.1247485
1641:Plant, Aaron (January 2017).
1621:10.1161/circ.135.suppl_1.p087
1407:Emory, Kristen (April 2019).
1081:Smith, Adam (July 30, 2006).
843:Commercial Closet Association
97:from census results. In the
1344:Computers in Human Behavior
1321:Gold, North American Effies
1259:New Zealand Aids Foundation
810:support center in the city.
786:Pinkwashing (breast cancer)
1793:
1182:10.1177/074391569401300109
1052:"Take Pride in your Brand"
1027:(in Dutch). Archived from
1001:(in Dutch). Archived from
783:
777:
684:
463:Promotional representative
1777:Marketing by target group
1356:10.1016/j.chb.2013.02.014
99:2000 United States Census
88:gay or lesbian newspapers
1603:Giachello, Aida (2017).
1523:10.2105/AJPH.2007.118174
1474:10.2105/AJPH.2017.304205
1315:Effie Worldwide (2015).
1147:10.1177/1461444812459171
1119:August 10, 2019, at the
945:(special issue): 79–89.
1615:(Supplemental): AP087.
1135:New Media & Society
1025:"Gay Marketing Seminar"
458:Promotional merchandise
443:Out-of-home advertising
232:Account-based marketing
811:
751:
728:and at events such as
622:
267:Horizontal integration
114:Advertising categories
57:
23:
979:on September 16, 2012
914:"Coors Courts Queers"
794:
745:
697:Coors Brewing Company
620:
570:Human Rights Campaign
453:Product demonstration
305:Corporate anniversary
62:Coors Brewing Company
55:
21:
1772:LGBT and the economy
1730:CommercialCloset.org
1383:on February 24, 2012
1369:Rapp, Linda (2004).
1265:on February 14, 2018
827:Breast Cancer Action
716:domestic partnership
468:Visual merchandising
398:Behavioral targeting
272:Vertical integration
252:Influencer marketing
951:10.1509/jppm.12.050
814:"Pinkwashing" is a
667:fear of missing out
636:guerrilla marketing
418:In-game advertising
408:Display advertising
284:Promotional content
1425:10.1093/ntr/nty049
1255:"Love Your Condom"
1242:(1426): 2010–2019.
1095:on August 12, 2006
1005:on October 8, 2007
999:"Brand Activation"
863:Out Now Consulting
812:
806:priorities of the
780:Pinkwashing (LGBT)
752:
623:
501:Marketing research
438:Online advertising
428:Native advertising
423:Mobile advertising
375:Sex in advertising
192:Consumer behaviour
58:
24:
1767:LGBTQ and society
1572:10.1111/add.13896
1566:(11): 1931–1941.
705:African Americans
553:American Airlines
549:
548:
511:Consumer research
392:Promotional media
380:Underwriting spot
355:Product placement
335:On-hold messaging
325:Loyalty marketing
242:Product marketing
237:Digital marketing
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1379:. Archived from
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1350:(4): 1841–1848.
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1328:
1312:
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1091:. Archived from
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1062:on April 8, 2007
1058:. Archived from
1056:BrandChannel.com
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1031:on July 12, 2007
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595:social marketing
589:Social marketing
541:
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506:Mystery shopping
403:Brand ambassador
340:Personal selling
330:Mobile marketing
310:Direct marketing
295:Ambush marketing
262:Annoyance factor
247:Social marketing
197:Consumer culture
177:Brand management
118:
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1517:(6): 996–1003.
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1468:(2): 187–188.
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1419:(4): 513–522.
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981:. Retrieved
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888:Queerbaiting
883:Project SCUM
858:LGBT culture
848:Gay-friendly
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582:Social media
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222:Segmentation
147:Distribution
141:Key concepts
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84:
75:The Advocate
59:
43:
26:
25:
15:
1626:October 10,
1609:Circulation
878:Pinkwashing
873:Pink Dollar
816:portmanteau
800:Mashpritzot
798:collective
774:Pinkwashing
720:Mary Cheney
315:Franchising
290:Advertising
257:Attribution
182:Co-creation
71:Mary Cheney
1761:Categories
1705:Mondoweiss
1371:"Boycotts"
1284:LifeBeat.
899:References
685:See also:
473:Web banner
360:Propaganda
167:Activation
131:Management
81:Statistics
1711:March 22,
1560:Addiction
1376:glbtq.com
1327:March 28,
1295:March 29,
1269:March 29,
1219:March 29,
959:154305368
734:PrideFest
433:New media
365:Publicity
217:Promotion
202:Dominance
122:Marketing
66:polygraph
31:marketing
1685:38718223
1677:27967602
1668:11305615
1590:28678415
1541:18445800
1492:29320286
1443:29546337
1387:June 27,
1290:LifeBeat
1236:NZ Med J
1198:15478674
1190:30000176
1117:Archived
1099:June 27,
1066:June 27,
1035:June 27,
1009:June 27,
983:June 27,
893:Trainbow
837:See also
709:Mexicans
490:Research
345:Premiums
300:Branding
227:Strategy
1581:5633511
1532:2377293
1483:5846596
1434:6472708
1155:5361448
763:alcohol
748:Absolut
162:Service
152:Pricing
48:History
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730:Denver
350:Prizes
212:Ethics
157:Retail
1681:S2CID
1194:S2CID
1186:JSTOR
1151:S2CID
955:S2CID
935:(PDF)
823:queer
320:Label
1713:2014
1673:PMID
1628:2019
1586:PMID
1537:PMID
1488:PMID
1439:PMID
1389:2007
1329:2016
1297:2016
1271:2016
1221:2016
1101:2007
1088:Time
1068:2007
1037:2007
1011:2007
985:2007
853:LGBT
808:LGBT
689:and
562:Time
35:LGBT
1663:PMC
1655:doi
1617:doi
1613:135
1576:PMC
1568:doi
1564:112
1527:PMC
1519:doi
1478:PMC
1470:doi
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1429:PMC
1421:doi
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