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#LGBTQ+ Americans are deeply connected and grounded in their sexuality and gender identities. But, most are dissatisfied with how brands portray their sexuality and gender in advertising. Learn how to connect with diverse consumers to accelerate brand growth using Collage Group’s comprehensive, culture-driven consumer research, deep insights, and strategic expertise. Discover how you can turn insights into impact, not just over time, but today: https://lnkd.in/eh94TTA7 #diversity #inclusion #diversityandinclusion #marketing #marketresearch #marketingandadvertising #mrx

How do you engage #LGBTQ+ consumers? As laws change and societal acceptance increases, more and more people feel comfortable embracing their LGBTQ+ identities and are raising their hands to be counted. Estimates show this consumer segment includes at least 12 million American adults. In addition, #GenZ Americans significantly overindex on identifying as LGBTQ+. Finally, this segment has money to spend—about $1 trillion in purchasing power. Brands must better understand this consumer group to effectively engage with them through their marketing and advertising. Learn how to drive brand relevance and turn insight into impact with our research, available below. #marketing #mrx #diversity #inclusion #diversityandinclusion #marketresearch #marketingandadvertising #consumerinsights

#LGBTQ+ #GenZ Americans are an influential U.S. consumer segment, and their cultural and economic power are growing as the group ages into adulthood. Does your brand understand this intersectional consumer group to effectively engage with them through their marketing and advertising? Learn how to connect with this consumer segment and win your business goals with a follow-up from last week's #freewebinar. Contact us today to gain access to the full insights report: https://lnkd.in/eJX6GHvW #diversity #inclusion #diversityandinclusion #marketing #marketresearch #marketingandadvertising #mrx

How do you engage and support found family homes? How do you connect with their values? And how do you stack up against others in your fields also doing this? Find out. Give me a call.

Have you heard of the concept of "Found Family"? For #LGBTQ+ consumers, family isn’t just blood, but life-long bonds built on shared values and common interests that the segment relies on for support in every aspect of life. As an action step for your brand, we recommend you show that you understand that family is built on love and understanding, not just biology. Facilitate community building among LGBTQ+ people by protecting their existing communal spaces and creating safe havens within your branded spaces, both online and in real life! For more ways to authentically engage LGBTQ+ consumers, check out our blog: https://bit.ly/3DLcJzL #diversity #inclusion #diversityandinclusion #marketing #marketresearch #marketingandadvertising #mrx

For marketers and brands, understanding and authentically engaging with LGBTQ+ consumers is essential. As we wrap up Pride month, our latest EMARKETER data drop dives deep into the evolving digital behaviors and preferences of LGBTQ+ consumers. Key insights include: 🏳️🌈 The share of LGBTQ+ individuals in the US has more than doubled in the last decade, with Gen Z leading the way in self-identification. 🏳️🌈 LGBTQ+ consumers are skeptical of inauthentic advertising, especially campaigns only active around Pride Month. Genuine support and consistent engagement are crucial. 🏳️🌈 Brands that genuinely support LGBTQ+ communities see higher engagement and loyalty from both LGBTQ+ and non-LGBTQ+ consumers. 🏳️🌈 There's a strong demand for diverse representation in media, not just on-screen but also within the creative teams behind the content. 🏳️🌈 Drama and comedy are the top genres among LGBTQ+ viewers, with a particular interest in dramatic romance. #Marketing #LGBTQ #ConsumerInsights #DigitalTrends #AuthenticAdvertising #DiversityAndInclusion #GenZ #MediaRepresentation

#LGBTQ+ #GenZ Americans are an influential U.S. consumer segment, and their cultural and economic power are growing as the group ages into adulthood. Brands must better understand this intersectional consumer group to effectively engage with them through marketing and advertising. Thanks to our research, you can discover LGBTQ+ Gen Z Consumers’ unique perspectives and motivations through their evolving demographics, complex intersectional identity, and actionable Group Traits. Learn more and contact us for full access to the insights report: https://lnkd.in/eJX6GHvW #diversity #inclusion #diversityandinclusion #marketing #marketresearch #marketingandadvertising #mrx

Even though brands are making the effort to be inclusive, consumers continue to struggle. Why is this happening? Because it’s not enough to be an inclusive brand. Your inclusive practices need to be on display. Otherwise the underserved and underrepresented will assume you’re not for them. Time and again, I see inclusive brands making it hard for people from those communities to find the information they need. *The brand translated the site for Spanish-speakers, but Spanish speakers can’t find how to get to the Spanish-language site *The brand created a gluten-free menu, but gluten-free people can’t find the gluten-free menu on the website *The brand is supporting the LGBTQ+ community all year long, but the information about their collaborations and stance is buried in the footer under a vague title *The brand has built in accessible features into their product, but there’s almost no mention of it in the feature list No bueno. So what’s a brand to do? Minimize the friction you're delivering with an Inclusive Customer Experience Audit. An Inclusive Customer Experience Audit will ensure that your inclusive efforts have the impact you intend on the people who need it most. DM me to chat about how I can support you in getting rid of the friction in your customer experience. #CustomerExperience #InclusiveMarketing #Belonging #InclusiveBrand

Knowing your audience is critical to be successful for your brand. But when you have a mixture in your base of customers with divergent points of view on something like pride merchandise & supporting LGBTQ+ initiatives it can be tricky. In one camp you the conservatives that have been behind a lot of this year's recent backlash against brands who supported such initiatives, but on the opposite side of the spectrum there are consumers in favor of such support. So much so that a recent study conducted demonstrated that a retraction in strategy to pull from supporting LGBTQ+ initiatives would cause this group to take their business elsewhere. This creates quite a conundrum for brand stewards as they navigate this tricky landscape & some of the keys to doing so are authenticity and consistency. Even more important is how brands respond to given backlash & not having the right approach can cause further negative impact. As recently as yesterday lifestyle brand Abercrombie & Fitch announced they would be carrying & supporting the LGBTQ+ community through selling their pride merchandise year-round vs. the typical flights in the month of June. Amid all the controversy over LGBTQ+ advertising, a new report from the Cultural Inclusion Accelerator (CIA) and the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) suggests that a vast majority of the general population not only feel comfortable with but actively support LGBTQ+ representation in advertising and media. The study, which surveyed a diverse group of over 2,300 adults aged 18 and above from across the United States during June, sought to understand public attitudes towards LGBTQ+ representation in various forms of media and advertising. The study arrives in the wake of a summer that saw several brands retracting their LGBTQ+ advocacy and a wave of anti-LGBTQ+ laws. #lgbtq+ #brandmanagement #brand https://lnkd.in/e2nAZHzm

Target's fans know 'Tar-Jay' is more than a store, it's a lifestyle. But last year's social media storm over Pride merch left them scrambling to heat from both conservative shoppers and from LGBTQ+ groups for the subsequent removal of those items. A year later, their "That Target Feeling" campaign is informed by social media insights and focuses on what unites shoppers. Amplifying existing brand love is a safer strategy than going all in on social stance but is it a smart move, knowing that data says millennials and Gen Z expect brands they support to take a stand? Do you think brands should just stick to what's good for business and making everyone happy or should they put some skin in the game on important social issues to show their values? Let's discuss! https://lnkd.in/gsC7J-TV #marketing #purpose #branding #strategy #target