LesBians often invisible in LGBT marketing

Anais's picture

By Anais on Tuesday, March 1, 2011 - 17:26

Gay marketing consulting agency Out Now has published some of the results of a huge survey conducted across 23 countries, which was completed by more than 35,000 people.

The questions covered a wide range of issues: lifestyle, discrimination, parenting, incomes, relationships, and were aimed at getting a clearer picture of the views, lives, preferences and paths of LGBT people across the globe. Those results are to be exploited by companies wishing to target the gay community for marketing purposes.

The press release, presenting some of the results, can be found here. Be warned though, because it’s not always very clear!

One interesting result is what the agency calls ‘Putting the L into LGBT’. Just like straight women often struggle for equality, lesbians tend to be forgotten when it comes to marketing.

“We see a need to assess policies, practices and results for lesbians in organisation structures and the need to utilise tailored communications and marketing approaches to better cater for lesbian diversity and differences from both the mainstream and from the more dominant ‘gay’ element of LGBT”, says Ian Johnson, founder of Out Now.

Below is a video of Out Now ‘lesbian specialist’ Lotte Jeffs, where she talks about marketing targeting lesbians:

Here’s the link to the survey if you wish to participate, since Out Now is constantly seeking our opinion.

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