Riding the Rainbow & Beyond: Marketing to a Queer Audience
“Something we really need to focus on within the community and outside of it, is connecting ourselves to one another, saying let me show you how I’m special and how I’m like you.” -Matt Wagner, vice president of client services at Target 10
According to 2019 statistics, LGBTQ+ adults globally held a combined buying power of more than 3.5 trillion dollars. That gives the queer community a great deal of economic power.
June is Pride Month, a time many brands market toward LGBTQ’s, but this could also be a time companies give off the impression that they only “ride the rainbow,” and outside of Pride celebrations, they’re invisible to the LGBTQ+ audience.
I recently chatted with Matt Wagner, vice president of client services at Target 10, a New York City-based agency that applies LGBTQ+ consumer insights to brand strategy. He was in Hell’s Kitchen, one of the most popular gayborhoods in the city. You’ll even hear a few sirens in the background. We discussed everything from how companies can authentically engage with LGBTQ's, what brands can do beyond marketing, and who should use the term queer or LGBTQ+.
Talking the talk and walking the walk are two things that are essential for any brand to make a lasting impression on the queer community. June is Pride Month, a fantastic time to wish LGBTQ+ colleagues and friends a Happy Pride. It’s also a perfect time to review your marketing plans to see if you’re selling or celebrating the LGBTQ+ community. To everyone listening, be loud, be proud, be heard. Happy Pride.
As you’ll hear, Matt served as executive producer on this OraQuick video. He says it was one of the most memorable shoots.
