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edelmann revealed the positive impact it has for brands to become allies of the LGBT+ community.
Teads ran a study in Mexico where he noticed the growth in consumer interest for this type of alliance.
The LGBT+ community is a good example of how brands seek closeness with the consumer using communities as a point of contact.
A study gives us new guidelines to follow in marketing, when seeking to understand brand-consumer contact through the community. This identification with the communities has been a benchmark for brands, which seek to be empathetic and the LGBT+ population is an example of how important these activations become.
These research guidelines give us an idea of how exciting action-based communication has become and how around these activations, marketers have a unique responsibility.
“allied” businesses
There are elements at hand for brands that help to better identify with the consumer, as has been identified by a joint study conducted by edelmann Y GLAAD.
The important thing about this study is that it identified what employees and consumers think of brands that have clear support for the LGBT+ community, giving a insight of how interesting it becomes in consumption to think about solutions in the market.
This evidenced, according to the study, that 51 percent of employees said they were more related to companies in favor of this community, against 11 percent who said they were against companies that support these causes.
On the consumer side, it was found that 34 percent were willing to buy brands, while 19 percent were against doing so.
“We often see companies ask if they can afford to take a stand in support of LGBTQ issues, and this data shows that, for many companies, they can’t afford not to,” he explained. Lauren GrayEdelman Senior Vice President.
In the United States alone, based on survey figures, more than half of Americans are expected to say they expect CEOs of companies, clear positions in favor of this community.
This exercise of measuring the reaction of the consumer to the position of the brands towards the LGBT+ community is an action that helps to make visible the state in which one of the most exploited communities in marketing is located, under this rule that brands have to be close with the consumer, based on the approach with which they relate to a brand.
Said rapprochement of brands with consumers through the commitment to the community is tangible through investigations such as those made public Teads Pulsewhere the firm found 59 percent of those surveyed, who confessed not seeing benefits for brands that supported the LGBTQIA+ community, while 26 percent of this study did agree with the research that edelmann carried out, agreeing that they believed it was an opportunity for brands to attract new customers.
There are two studies exposed in this note, on the one hand edelmann warns of the benefit that there is in the United States, for brands that have clear ties to the LGBT+ community, while in Mexico this figure continues to lag behind, as revealed by Teads Pulse.