2010 GLAAD Media Awards In Advertising Nominee
Progressive Insurance has been nominated in the Outstanding Print Campaign – LGBT Market category for its “Works in Progress” campaign, which features historical works of art featuring gay couples. For more on this campaign, read the article I wrote for the June/July issue of Echelon Magazine (page 24).
Posted in Advertisements
Tagged gay advertisement, gay advertising, gay advertising campaign, gay marketing, GLAAD, GLAAD Media Awards in Advertising, GLBT advertising campaign, Progressive gay advertising campaign, Progressive Insurance, Progressive Insurance advertising, Progressive insurance gay advertising
Some preliminary findings from the expansive 2010 Out Now Global LGBT Study will be released this week, and the results suggest that corporations worldwide have more to gain than lose through ‘public displays of affection’ towards lesbian, gay, bisexual and transgender (LGBT) customers and staff. According to Echelon, initial results show the powerful gay consumer market – accounting for 6% of all sales worldwide – will choose brands that support GLBT customers with visible, well-targeted marketing campaigns.
“After ‘coming out’, LGBT people in 2010 are now well advanced in the process of ‘coming in’ – into the mainstream of society in many ways,” says Ian Johnson, CEO of Out Now – a global LGBT marketing specialist agency. “There still exists levels of discrimination and misinformation directed against LGBT people – but this new research reveals a clear trend,” says Johnson. “Gay consumers switch brands to support companies that support LGBT customers and staff. This is highly significant – and valuable.”
This news comes on the heals of Target and Best Buys’ highly publicized support of anti-gay Minnesota gubernatorial candidate Rob Emmer. This move has enraged gay activists and has company shareholders worried. The retailers’ ill-advised political contributions will no doubt cost them dearly. The Human Rights Campaign has demanded the two companies make an equal contribution to that organization’s cause. Neither has ponied up, but Target Chairman and Chief Executive Gregg Steinhafel did issue a half-hearted apology yesterday. Better late than never I suppose.
Posted in For Marketers, Observations
Tagged 2010 Out Now Global LGBT Study, Best Buy, Best Buy anti-gay, boycott Best Buy, boycott Target, Echelon, gay advertising, gay advertising campaign, gay consumer, gay marketing, gay marketing campaign, Human Rights Campaign, Ian Johnson, Out Now Report, Out Now Study, Target, Target anti-gay, target gay consumers