New Research - Diversity Sells: Supporting Gays and Lesbians Drives Sales

Share Article

New findings from world's largest LGBT market research study reveal companies have more to gain than lose by targeting the gay and lesbian market. 2010 Out Now Global LGBT Study reveals those companies that support LGBT customers and staff with targeted strategies can win big in the consumer market place. Latest findings released this week by Out Now for Latin America in Buenos Aires.

Out Now, Gay Market Research

After 'coming out', LGBT people in 2010 are now well advanced in the process of 'coming in' - into the mainstream of society in many ways

New market research being released this week asks about lesbian and gay marketing - can companies use support for gay consumers as a way to drive sales?

The '2010 Out Now Global LGBT Study' suggests corporations worldwide have more to gain than lose through 'public displays of affection' towards lesbian, gay, bisexual and transgender (LGBT) customers and staff.

Initial results show this powerful consumer market - accounting for 6% of all sales worldwide - will choose brands that support LGBT customers with visible, well-targeted marketing campaigns.

Coupled with majority support for gay equality in major world economies, the research suggests companies need not fear targeting gay consumers.

"After 'coming out', LGBT people in 2010 are now well advanced in the process of 'coming in' - into the mainstream of society in many ways," says Ian Johnson, CEO of Out Now - a global LGBT marketing specialist agency.

"There still exists levels of discrimination and misinformation directed against LGBT people - but this new research reveals a clear trend," says Johnson. "Gay consumers switch brands to support companies that support LGBT customers and staff. This is highly significant - and valuable."

The Out Now Global research is underway in 20 countries - including USA, Canada, UK, Italy, Germany, France, Spain, Israel, Argentina, Mexico and Brazil.

"The research shows marketing to gay consumers, and supporting LGBT staff, can add valuable percentage points to total market share - and profits - for companies developing effective, relevant and authentic strategies," Johnson says.

In Latin America, Out Now is partnering in the study with leading media, business and community organizations right across the region. This week Out Now releases first findings from the research in Buenos Aires.

Out Now is a global LGBT market specialist with two decades of marketing experience relied upon by leading brands including IBM, Toyota, TUI, Lufthansa, German National Tourist Office, Merck, Sony Music, Barclays, Lloyds TSB and Citibank.


Ian Johnson, CEO
Out Now Global
+1-646-808 0740

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Visit website