Target taps into "Gay Marketing 2.0"

This event report outlines how Target, the retailer, has adapted its approach to engaging LGBT consumers.

Target taps into "Gay Marketing 2.0"

Stephen WhitesideWarc

When Target launched its "Take Pride" campaign in June 2015, the retailer joined a growing number of brands – from Honey Maid to Allstate and Wells Fargo – in proactively supporting the LGBT community.

Alongside an 80-second piece of tentpole content, the Minneapolis-based firm initially pushed its inclusive message by unveiling various products (spanning t-shirts to phone covers to bow ties) premised on the theme of "love", and frequently borrowing their colour palate from the rainbow flag.

Underpinning these efforts to engage lesbian, gay, bi-sexual, and transgender consumers – according to...

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