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.
How do you, as a marketer or brand, deal with cultural sensitivities? Three examples of clips that recently went viral but had a cultural impact and sparked religious outrage. Read my article for ILOVEGAY.net. #MarketingTheRainbow #GayMarketing #LGBT #gayadvertising
Iceland is cold but heartwarming. Rainbows from the airport to the Prime Minister’s residence, (literally) in the streets, and in the sky also by Icelandair. Read my blog for Marketing the Rainbow.
For ILOVEGAY.net I wrote the article Marketing the Rainbow: 4 reasons to put your diversity into practice (plus two bonus reasons). In my article “The myth of gay affluence” I showed that the assumption that gays earn more than straights is a myth. So: are they less interesting as a consumer than is assumed? No, […]