We show you how over time more and more people identify with the LGBTQI+ movement.
Little by little, the population has been in charge of eradicating some social stereotypes, in order to develop a more “harmonious” world, where racial, religious and gender preference differences have been gradually eliminated; however, there are still quite a few barriers to throw in the face of a world full of discrimination.
According to information from Latinobarometro on discrimination in Latin America, Homosexuals are highly discriminated in Mexicobut this is just one of the current gender preferences, which the LGBTQI+ movement seeks to represent
The term LGBTQI+ is made up of the acronym for lesbian, gay, bisexual, transgender, transsexual, transvestite, intersex, and queer., but the symbol + was added to include all those remaining groups that are not represented in the previous acronyms. Before the arrival of this, or rather its open exposure, the population and the brands have chosen to carry out some initiatives that increasingly seek to accept the presence of this community, even through the same use of inclusive language (which has not yet been fully welcomed by most of the world).
Despite this, the acceptance or integration of people identified as LGBTQI It not only seeks to promote a more diverse world, but also the brands that are committed to carrying out risky strategies (bearing in mind that this inclusion is still in a certain struggle) to show themselves in favor of the community, a fact that helps them acquire some strengths As far as image is concerned, where the category of the same and the market to which it is directed are of vital importance to contemplate so that they are successful (or else they would lose profits).
According to a McKinsey study, those companies that have “diverse” teams can represent up to 25 percent more profitability compared to those that do not promote this type of organizational culturethis being a good opportunity to take into account when increasing productivity within an organization.
We have seen this present in companies through endless strategies, both those seeking Hire exclusively LGBTQI-identified people with creative advertisingas well as those that seek to carry out some disruptive campaigns that have managed to generate some controversy in different countries of the world.
This is due in part to the fact that brands seek to show themselves as avant-garde and in favor of the evolution and eradication of negative stereotypes that prevent a harmonious coexistence between entities, while at the same time strengthening their image towards this relatively new market.
According to a study conducted by Varnish, it was concluded that consumers expect brands to find themselves adapting to different cultures and lifestyles when advertisinghaving as a consequence that approximately 63 percent of customers choose to purchase products or services from companies that show this type of values to society.
More and more brands are joining this initiative and strengthening their image among “future” consumers, how effective will this strategy be among their older consumers?
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