Is your brands
messaging an invitation or a locked door? If you are looking for ways to build
your brand, expand your customer base Steven Johnson Grocerant Guru® at Tacoma, WA based
Foodservice Solutions® thinks you should read a recent article by Angela Hanson who provides insights on
how you might over look one group.
The fact of the
matter is if you are over looking one group there is most likely another group you
are doing the same thing too. Now ask
your self is our brand messaging an invitation or locked door? Did you know that more
than half of LGBTQ+ Americans consider brands' efforts to market to the cohort
to be insincere?
Take a minute to
read Angela’s article:
“Most LGBTQ+ consumers support
advertising that represents them, but they doubt the sincerity of brands'
efforts to market to them.
A recent report by the Collage Group
found that 71% of LGBTQ+ consumers feel positive when they see members of their
demographic represented in advertising or retail displays. However, that
doesn't mean they consider the brands making them to be authentic, reported Convenience Store News' sister
publication, Path to Purchase Institute.
In June 2023, Target scaled back its
Pride Month promotions and relocated some displays to less-visible areas of the
store in response to online backlash and boycott threats from conservative
influencers who objected to Pride merchandise. This shift "created the
perception that Target was opportunistic, insincere and lacking in
conviction," wrote the Collage Group.
It also marked a significant turnaround
from one year prior, when Target was deemed a top brand for the LGBTQ+
community based on the support and visibility it had given to LGBTQ+ merchants,
creators and community organizations over time.
To avoid similar turnarounds, it is
important for retailers to understand how LGBTQ+ people feel about current
marketing efforts and ads, and how they want to be represented genuinely, the
news outlet reported.
Further research from the Collage Group
found that in terms of marketing and LGBTQ+ representation, most Americans are
either in support of such advertisements or are impartial. It also found that
when LGBTQ+ individuals or groups appear in ads, 71% of the LGBTQ+ segment has positive
feelings, as does 31% of non-LGBTQ individuals. Of that 31%, 37% are younger
Americans (ages 18-43) and 27% are older (ages 44-77).
At the same time, while LGBTQ+ consumers
react positively toward commercials that attempt to appeal to them, more than
half of these consumers are still skeptical of the brands' intentions.
Other key findings from the College Group
66% of LGBTQ+ Americans follow
influencers or celebrities on social media, compared to 48% of non-LGBTQ+;
For those who identify as LGBTQ+, 55% say
that brands' efforts to woo the community come across as insincere; 65% of Gen
Zers that identify as LGBTQ+ say that these campaigns are insincere;
23% (nearly 59 million people) of
Americans have boycotted a brand because of its stance on a social or political
Awareness of backlash toward companies
that support the LGBTQ+ community is low among general consumers. Baby Boomers
tend to be the most cognizant of such backlash, followed by Gen Xers; and
Consumer response to advertising and
marketing that addresses transgender and non-binary issues is more muted than
LGB issues. However, there is room for growth, as 50% of Americans think brands
should speak up about transgender and non-binary issues.”
Foodservice Solutions® team is here to
help you drive top line sales and bottom-line profits. Are you looking
a customer ahead? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may
the clue you need to propel your continued success.