The municipality has a purchasing power of 3.7 billion and its money is worth 365 days a year.
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The opinions of the employees of s You are personal.
We are now realizing that encapsulated months of awareness alone are not enough to reduce systemic discrimination or marginalization. Do not get me wrong Proud month It is incredibly important to people LGBTQ +. But it often seems that after the end of June the message “Love wins”, with which companies have bombarded me all month, disappears. Why does that happen?
In fact, brands would gain a larger overall market share by contacting us all year round. In the book Blue ocean strategy, W. Chan Kim and Renée Mauborgne use the terms “blue ocean” and “red ocean” to describe competition in the market. Red oceans are bloody, full, and saturated with other predators; In contrast, the blue oceans are untouched, full of untapped potential and without competition. Above all, the blue oceans are full of growth opportunities.
Every year in June, marketing by and for the LGBTQ + community is important. But it’s also a red ocean this month (and it’s a fabulous shade of red, believe me). Why don’t you look for us the rest of the year? We have a purchasing power of 3.7 billion and we are not afraid to use it.
Here are three ways to continue to gain LGBTQ + market share after Pride Month.
We have a purchasing power of 3.7 billion and are not afraid to use it / Image: Harry Quan on Unsplash
Use other awareness days throughout the year
Most Pride articles appear in May and early June. Indeed, the marketing of Pride has become a serious problem.
For example, when men’s clothing manufacturer Chubbies launched a Pride collection on September 10 last year to draw attention to World Suicide Prevention Day, it surprised everyone and was the best strategy for the blue ocean. When the line launched in September, it had essentially no competition from the other regular retailers.
The campaign not only highlights a real problem that affects the LGBTQ + community: the fact that gay teenagers attempt suicide three times more often than their direct colleagues, but Chubbies used the launch to announce their charity donation contract. with the Trevor Proyect (which supports LGBTQ + adolescents in emergencies).
There are LGBTQ + awareness days and occasions that are celebrated almost every month of the year that you can target and support. Here is a short list of campaigns to get you started.
Are you afraid of taking the wrong step in your language? We need your voice. To ensure that your message is correct and respectful, the Gay and Lesbian Alliance Against Defamation (GLAAD) has a media reference guide that you can download for free.
State your position clearly
Anti-racism activism broke out in June and many companies recognize the importance of placing their positions at the heart of human rights. A statement from the company about your position can be very helpful.
Tomboy X. It specializes in gender-neutral underwear and is certainly not the first company to offer such products. However, I don’t have to be surprised how this company regards gender identity, because they explain everything in an open statement by the company. If you make an effort and take the risk of expressing your opinion, you will get our attention as this risk is at risk to marginalized communities every day.
Normalize our existence
I cry a little when I see a picture of a couple that looks like me on a billboard or in a commercial, especially outside of June. The continuing growth of LGBTQ + representation in the entertainment industry has helped accelerate visibility throughout the year.
Software companies also receive the memo. Pexels, a free photography company, recently changed its algorithm to show same-sex couples as “couples” or “holding hands” in search results.
This seems small, but it is actually a big step forward for our community. At the end of the day, we don’t want to be on a pedestal all the time. What we really want is for it to appear normal and part of everyday life because we are.
As most of the pride marches have been postponed or canceled this year, the doors are open to create new virtual campaigns that support the LGBTQ + community. Be creative, find out and don’t be afraid to lure us out of June. Remember: we are gay 12 months a year.