# LGBTQ marketing Canonical: https://web4.xpay.bi/en/wiki/wp-en-3255815/ Language: en Published: 2026-10-29T22:29:02.033Z Updated: 2026-10-29T22:29:02.033Z LGBTQ marketing is the act of marketing to LGBTQ customers, either with dedicated ads or general ads, or through sponsorships of LGBTQ organizations and events, or the targeted use of any other element of the marketing mix. ## Key facts ## Overview LGBTQ marketing is the act of marketing to LGBTQ customers, either with dedicated ads or general ads, or through sponsorships of LGBTQ organizations and events, or the targeted use of any other element of the marketing mix. The LGBTQ market comprises a group of customers who buy goods and services from a broad range of companies across industry segments and in many countries. ## Statistics Marketing to the gay and lesbian community faces statistical obstacles in that few credible peer-reviewed estimates of the gay and lesbian marketplace have been published. In particular, the use of non-random "convenience surveys" on attendees at gay resorts and subscribers to gay or lesbian newspapers has resulted in unreliable statistical estimates of LGBTQ buying power. The exact number of gays and lesbians in a given market is generally, if not always, unknown. However, some national governments have started to publish data that include demographics of sexual orientation from census results. In the 2000 United States census, two questions were asked that allowed same-sex partnerships to be counted, and the Census Bureau reported that there were more than 658,000 same-sex couples heading households in the United States. In 2013, the American Marketing Association reported that 3.5% of adults in the United States identified as lesbian, gay, bisexual, and .3% of adults as transgender. At that time, the LGBTQ consumer market was estimated to have an overall buying power of more than $835 billion. ## Advertising categories Major ad categories include travel, financial services, alcoholic beverages, automotive, entertainment, hair and skincare, luxury goods, pharmaceuticals, and fashion. For example, American Airlines has launched a specific LGBT-targeted vacations website. While over 50 years old in the United States, LGBTQ marketing is a relatively newer marketing phenomenon elsewhere in Australia and Europe, including Belgium and the Netherlands. Many brands that have previously ignored the existence of this segment of society now increasingly target LGBTQ customers. In August 2006, Time magazine carried a Business article on growing interest amongst brand name advertisers in Europe to target LGBTQ customers. In 2013, the Human Rights Campaign issued the Corporate Equality Index 2013, which provides a national benchmarking tool on corporate policies and practices related to LGBTQ employees in the United States. This is also used to determine a company's level of gay-friendliness. The index includes "marketing and advertising to LGBTQ+ consumers" as part of the Corporate Social Responsibility section of its annual scoring system, and in 2025 72% of companies rated did so. ## Social media Social media plays an incredibly important part in an LGBTQ youth's life, with Amy Adele Hassinoff stating that "a variety of studies of gay, lesbian, transgender and queer youth indicate that the internet provides an important way to connect with communities and romantic partners, find information, and gain confidence" (Hasinoff, 2012). For marketers, this is important knowledge to possess as it suggests that LGBTQ marketing should place a heavy focus on the social media aspects of their campaigns. ## Social marketing A large amount of the marketing that is aimed at the LGBTQ community has a heavy focus on social marketing. Social marketing is defined by Alan R. Andreasen as: "The adaption of commercial marketing technologies... to influence the voluntary behaviour of target audiences to improve their personal welfare and that of the society of which they are a part" (Andreasen, 1994). Social marketing's main aim is to raise awareness about a topic or issue within a community and work to change the overall opinion, attitude, or actions associated with that issue. Social marketing in a community that is as intimate and intertwined as the LGBTQ community is an effective and important way to get messages across that benefit the community as a whole. ## Social benefits of successful LGBTQ marketing campaigns The effects of a successful LGBTQ marketing campaign can positively impact the LGBTQ community in ways that make the community safer and more welcoming, which is the overall goal of social marketing. Some examples of these effects include: ## Love Your Condom – New Zealand The New Zealand Aids Foundation (NZAF) launched the Love Your Condom (LYC) campaign in 2014 to promote the concept of safer sex through the active use of condoms and lube every time gay/bisexual men have sex. The overall goal of the campaign was to reduce the transmission of HIV in New Zealand amongst gay and bisexual men, as these were the groups that were identified as the highest at risk (Clayton-Brown, 2015). The LYC campaign incorporates traditional media, such as billboards and print, (i.e. newspapers and magazines), along with an active social media presence and guerrilla marketing to engage with its target audience – gay/bisexual men in New Zealand. The campaign was launched after the NZAF executive director Shaun Robinson noticed condom use amongst men who have sex with men, otherwise known as MSM, was on the decline, both in NZ and internationally (Saxton et al., 2015). The success of the campaign can be measured through the popularity of the LYC social media channels as a part of the NZ LGBTQ community, and in the statistic published on the NZAF webpage that states "new HIV infection rates among MSM in NZ have dropped 12%" since the launch of LYC. (NZAF, n.d.) ## Know Your Status Stage – New York The not-for-profit organization LifeBeat is a charity that works with the music industry to educate America's young LGBTQ and their allies about the realities and dangers of HIV/AIDS (LifeBeat, c2013). In 2014 LifeBeat launched the Know Your Status Stage (KYSS) campaign to try and raise awareness for the importance of getting tested for HIV on a larger scale than ever before. The idea behind it was to hold a large scale music event with artists that were very attractive to the target audience, (LGBTQ aged 13–25), where the only way to receive a ticket was to take a simple HIV test. The two objectives were to get at least 167 youth to visit the testing locations and attract NYC youth who had never been tested. (Effie Worldwide, 2015) Due to the mass followings of the artists on social media and the incorporation of traditional advertising through the use of billboards in popular areas and ads in newspapers that were popular with their target audience, the campaign went viral. A large factor of this success is that today's youth experience a new phenomenon that has been labeled 'FOMO', or fear of missing out, as a result of social media which meant more and more of the target audience were getting tested just to attend this event (Przybylski et al., 2013). This campaign's success was unprecedented due to the heavy online social media presence of the youth, spreading this event through word of mouth. The objective of 167 youth tested was almost tripled, and 60% of those youth tested said they had never been tested before, with 98% of those saying they would get tested again. (Effie Worldwide, 2015) As a direct result of this campaign, numbers of youth that were educated in terms of HIV and their own status in New York City grew considerably, and therefore the LGBTQ community could be perceived as a safer place, as these youth were now aware of the risks involved with sex, and the consequences of unsafe sex. LifeBeat stated that "due to the impressive performance of the KYSS idea in New York, the name was registered to spread the initiative to other cities in other states with high youth HIV indices, like Florida, California, Texas and Georgia" (Effie Worldwide, 2015). ## Controversies LGBTQ marketing initiatives have not been without controversy both for and against them. Coors Brewing Company was the subject of a boycott by the LGBTQ community starting in 1973. The boycott was initiated by labor unions to protest the company's antagonistic practices, and was later joined by African Americans, Mexicans, and the LGBTQ community. The LGBTQ community joined to protest Coors' hiring practices – polygraph tests were often required, during which the prospective employee was asked about their sexual orientation. Coors ignored the boycott for several years, but made some concessions in 1978, and in 1995 began several countermeasures, including dropping the questions regarding homosexuality and extending domestic partnership benefits to its LGBTQ employees. The company also hired Mary Cheney as a marketing representative and began advertising in The Advocate and at events such as Denver's PrideFest. Specialist LGBTQ marketing agencies in various countries provide specialized LGBTQ market services to companies seeking to target LGBTQ customers. The tobacco and alcohol industries have marketed products directly to the LGBT+ community. In 1990, ACT-UP, an AIDS organization, boycotted Phillip Morris. Following this, other tobacco companies began funding AIDS organizations. In a 2013 study, LGBT+ participants reported statistically significant higher levels of exposure to tobacco-related content than non-LGBT+ participants. In 2010, of the sampled parades that listed sponsors, 61% of the prides were sponsored by the alcohol industry. In a study gauging LGBT+ response to targeted marketing, researchers noted that participants, particularly non-POC, interpreted it as valuable representation. The LGBT+ community has historically suffered from higher levels of substance abuse than non-LGBT+ individuals. As of 2013, LGBT+ youth struggle with higher levels of alcohol usage than their non-LGBT+ peers, a pattern previously seen in 1998, 2003, and 2008 data. In a 2016 study, 49.5% of LGBT+ respondents reported current cigarette smoking, while 70.2% recognized smoking endangered one's health. In 2009-2010 data from the National Adult Tobacco Survey, gay and bisexual smokers were less likely to be aware of cessation helplines than straight smokers. Marketing campaigns focusing on lowering levels of LGBT+ substance abuse have been attempted. Break Up, an LGBT+ focused anti-smoking campaign, was met with mixed results; while a study following its implementation indicated helpline usage had increased, cessation attempts had not. In 2016, the FDA funded the This Free Life campaign to help prevent and reduce smoking among LGBT+ young adults. ## Pinkwashing "Pinkwashing" is a portmanteau compound word of the words "pink" and "whitewashing" that is used to describe a variety of marketing and political strategies aimed at promoting a product or an entity through an appeal to queer-friendliness, primarily by political or social activists. The phrase was originally coined by Breast Cancer Action to identify companies that claimed to support women with breast cancer while actually profiting from their illness. ## Contemporary growth and challenges (2020s) The 2020s brought still more new advertisers and new challenges. After creating a product in 2020 that resonated with transgender consumers—a credit card that allows customers to choose the name printed onto it—Citigroup and Mastercard launched its "True Name" campaign. It depicts a transgender man shopping at a convenience store without being judged or questioned because the name matches his gender identity. After Oakland Raiders defensive end Carl Nassib became the first professional football player to come out as gay in 2021, the National Football League created a commercial that said, “Football is gay. Football is lesbian. Football is beautiful. Football is queer..." It ends with, "If you love this game, you are welcome here. Football is for all. Football is for everyone." That same year, the United States Army created an animated recruitment video featuring a soldier "raised by two moms." Meanwhile, corporations faced new backlash from conservative groups for LGBTQ+ inclusivity, while also being criticized for pinkwashing. A 2021 study found that 25 major corporations, including CVS, AT&T, Walmart, and Comcast, advertised to LGBTQ+ consumers while simultaneously donating over $10 million to politicians opposing LGBTQ+ rights. In 2023, Anheuser-Busch faced a Bud Light boycott after partnering with transgender influencer Dylan Mulvaney, leading to significant sales declines. Similarly, Target relocated Pride displays following conservative backlash. Yet the same year, Trojan (brand) partnered with gay influencer Kyle Krieger for its Bare Skin Raw condoms with a sexy, tennis-themed ad that received nearly 12,000 likes. By 2025, 39% of companies reported scaling back LGBTQ+ marketing efforts, per research insights firm Gravity Research. The NYC Pride March, the largest Pride parade in the U.S. by attendance, experienced a $750,000 shortfall, with the loss of sponsorship from Mastercard, Target Corp. and Skyy vodka. Despite challenges, many brands continued their Pride collections, including Levi's, Diesel, Guess, Abercrombie & Fitch, Hollister, Converse, Puma, and Vans. In 2026, more corporations withdrew Pride sponsorships in several cities, including Salt Lake City, Louisville, St. Louis, Orlando, and Pittsburgh, which were down from previous years due largely to the Trump administration's dismantling of Diversity, Equity and Inclusion initiatives. Tampa Pride even announced a one-year hiatus after several corporations dropped their sponsorships Nonetheless, many companies remained invested in annual Pride events, including Delta Air Lines, Marriott International, L’Oréal and Red Bull as top investors. NYC Pride added 11 more sponsors than 2025, including Yahoo and the return of Target Corp. Many retail companies continued to create Pride collections, including Levi's, REI, Hot Topic, American Eagle Outfitters, Abercrombie & Fitch, Old Navy, Petco, PetSmart and others. ## History LGBTQ marketing campaigns and advertisements (those specifically targeted toward lesbian, gay, bisexual, transgender, and queer consumers) began in the 1970s and have evolved significantly over subsequent decades, reflecting changing social attitudes and market opportunities. One of the first instances of the impact of the LGBTQ community in the marketing world was in 1973 when Coors Brewing Company was the subject of a boycott by the LGBTQ community. The LGBTQ community joined to protest Coors' hiring practices, since Coors used a polygraph test when going through the hiring process and specifically asked an employee about their sexual orientation. Coors ignored the boycott for several years, but made some concessions in 1978, and in 1995 began several countermeasures, including dropping the questions regarding homosexuality and extending domestic partnership benefits to its LGBTQ employees. The company also hired Mary Cheney as a marketing representative and began advertising in The Advocate and at events such as Denver's PrideFest. In recent years, LGBTQ marketing has increasingly incorporated place-based and out-of-home (OOH) advertising strategies to reach audiences in physical environments associated with LGBTQ culture, services, and community life. These approaches emphasize contextual relevance by delivering messaging in locations where LGBTQ individuals naturally congregate or access resources, such as LGBTQ-friendly bars and clubs, community centers, college campuses, cafés, clinics, and neighborhood retail spaces.¹ Industry analyses suggest that place-based LGBTQ marketing can improve message credibility and engagement by situating campaigns within trusted community settings rather than relying exclusively on digital or mass-market channels. This approach has been applied across both commercial branding and public-health communication, including campaigns related to HIV prevention, mental health awareness, and substance-use education targeting LGBTQ populations.¹ Place-based strategies are also discussed in relation to critiques of “rainbow-washing,” a term used to describe short-term or symbolic LGBTQ marketing efforts—often concentrated around Pride Month—without sustained engagement or community investment. Marketing commentators argue that year-round, community-embedded advertising may help brands demonstrate longer-term commitment and authenticity.¹ ## Sources - LGBTQ marketing · Wikipedia: https://en.wikipedia.org/?curid=3255815 Source: Wikipedia contributors — https://en.wikipedia.org/?curid=3255815&oldid=1380735326 Licence: CC BY-SA 4.0 — https://creativecommons.org/licenses/by-sa/4.0/ Adaptation notice: Reformatted for XPay; the source may be abridged, restructured or translated. Consult the cited revision for the original.