In spite of some incidents with the drivers Uber has a consistent and very colorful history of diversity, LGBT-inclusion and the enabling of employee and partner initiatives around Pride. The gay celebrity representation in numerous clips, as well as some adoring video stories have added to certifying Uber as a good player in Marketing the Rainbow. […]
Although we have seen some groundbreaking clips from Dutch clothing discounter Zeeman, they fail to address LGBT diversity and inclusion. The use of the rainbow is either for decoration only, or pinkwashing. However, they do contribute (slightly) to Representation –> visibility –> normalization –> tolerance –> acceptance –> respect.Read my blog for Marketing the Rainbow.
The controversial product ‘tobacco’ is widely used in Marketing the Rainbow, because of the high percentage of smokers and the brand loyalty that these consumers often display. From subtle copy references, deviously Photoshopped print ads, to event and charity sponsorships and lavish drag queens, all tobacco registers are pulled out. And action = reaction: all […]
Even though most of the word homosexuality consists of “sexuality”, I have limited my research to products and services that have nothing to do with it. I wanted to know whether gays (m/f) have a different regular spending pattern than the other consumers. Well, it shouldn’t come as a surprise: they’re just like other people […]
I have developed the following formula to represent the process that brands, organizations and marketers are in when it comes to Marketing the Rainbow. Representation –> visibility –> normalization –> tolerance –> acceptance –> respect. I wrote this article for ILOVEGAY.net.