LGBT marketing

LGBT marketing is the act of marketing to LGBT (Lesbian, Gay, Bisexual, Transgender) customers, either with dedicated ads or general ads, or through sponsorships of LGBT organizations and events, or through the targeted use of any other element of the marketing mix.

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.

History

One of the first instances of the impact of the LGBT community in the marketing world was in 1973 when Coors Brewing Company was the subject of a boycott by the LGBT. The LGBT community joined to protest Coors' hiring practices, since Coors used a polygraph test when going through the hiring process and specifically asking an employee of 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 extending domestic partnership benefits to its LGBT employees. The company also hired Mary Cheney as a marketing representative and began advertising in The Advocate and at events such as Denver's PrideFest.