- Index hide
Figures from the Mexican Federation of LGBT+ Entrepreneurs and PQR Planning Quant talk about the main technological products that stand out in diversity.
An Ipsos study estimated that only 2 percent of the population identified as a member of the LGBTTTIQ+ community.
The seasonality that represents the so-called Pride month forces brands to carry out or exhibit exercises where they dimension inclusion.
Two brands and an initiative that appeals for inclusion, give the reader Merca2.0 the resources that, based on their experience, help a brand to carry out a strategy of pink marketing and stand out in the demand for diversity made by the consumer LGBTTTIQ+.
There are interesting projections that accompany these recommendations, such as the fact that the LGBTTTIQ+ Mexican consumer has the smartphonestelevision and laptops as its main technological products (Mexican Federation of LGBT+ Entrepreneurs Y PQR Planning Quant).
To this figure we add the projection of Ipsoswhere one percent of the Mexican population identified themselves as a member of this community.
Enunciating these data helps to profile the LGBTTT+ consumer before a good marketing strategy. pink marketing. We already know where to approach it, with a strategy of digital marketing, from their habits in the use of smartphones, which they identified as their main technological product. We also know who we can talk to: one percent of the Mexican population.
When it comes to insights related to Pride month, we ask Karely MunarrizDirector of brand and marketing communications Telefonica Movistarabout what means help to obtain this seasonal information/on a topic with a very large social impact?
“The tools we use the most to keep up with this are social media listening, news, and the vast and diverse information we handle. through our Responsible Business team that not only works for Mexico but for the entire Latin American region with contact to our headquarters in Spain.
– Empathy seems key these days. Facebook, Alphabet and LinkedIn have qualified at the time (2016) as the most empathetic brands with the consumer in the world –
For Giselle Villarealmanager Two Xbetting as a brand on Pride month is to evolve the way in which brands speak and accompany society, which qualifies as a more aware and open in this and many aspects.
“The consumer is there, I believe that our consumer is part of this generation of change, with greater awareness of society and as a Dos Equis brand, which inspires change, if we were not there, we would not understand the needs of the consumer and where they are headed. society is moving”, concludes the directive of the beer brand.
While these changes are patented before the consumer, there are great pending within the companies, at least that is recognized Ernest Nunezcreator of the Love4All initiative, who affirms that companies are the main agents of change, since they are entities that dedicate efforts to work culture, work transformation and not only with LGBTTTIQ+ initiatives, also because the identity of everybody.
“The most successful companies are diverse (…) what do I advise? they cannot remain seated, they have to initiate a cultural transformation in all aspects as soon as possible”, concludes Núñez in a very clear exercise of how the branding of brands advances, in a fundamental scenario where the companies that promote the diversity.
This was concluded by Teads in a study that he conducted in Mexico until May 2022, in which he found that 29 percent rated this commitment as important.
Now read: