Are your customers gay?

That’s quite a silly question, but also one that, still today, too often remains unasked. Nearly 1 in 16 consumers across Britain is lesbian, gay or bisexual. Facts speak for themselves, it’s almost impossible that your business won’t have at least one customer who identifies as lesbian, gay, bi or trans. (If you’ve answered ‘of course, they are not’, please continue to read this article all the more!)

So what are you doing about your LGBT customers? Are you addressing them?

In recent years, more and more major brands have decided to think about all of their customers. Good marketing requires a deep understanding of your audience and how to communicate effectively to it; by ignoring a slice of the cake (may it be small or big), you are somehow missing your target.

Companies like Experian, Ikea and Lloyds have all included gay and lesbian couples in their campaigns, showcasing everyday and familiar situations and avoiding stereotypes. Although the biggest visibility for such campaigns continues to coincide with pride season, brands are increasingly becoming aware of this lucrative market (lesbian, gay and bisexual consumers spend £70-81 billion annually) and are beginning to incorporate LGBT consumers into their mainstream campaigns.

It’s not just about marketing, it’s about keeping up with modern times.

In many ways, the internet and social media have made it easier for members of minorities to come together and support each other, along with the support of their friends and families; this is especially true for the LGBT community. People, together, feel and are stronger. We’ve seen it and still see it every day on social media, where millions of people support and campaign for equality.

These are the times when Lloyds’ black horse runs in the background of a same-sex couple’s proposal (luckily for all viewers, he said yes), Mamas & Papas celebrate the modern family with both heterosexual and homosexual couples and their children and Airbnb say everyone is welcomed with the hashtag #HostWithPride.

Brands are starting to feel more comfortable in showing life as it is and including all their customers in their communication. Addressing the LGBT consumers demonstrates the commitment to being fair and inclusive, tells a lot about how progressive and welcoming the brand is.

If you need advice on how to effectively and consistently apply inclusiveness in your social media, don’t hesitate to get in touch.