Marketers must be authentic to reach niche audiences
Diana Marszalek
Last spring, Wells Fargo ran a TV ad showing a lesbian couple learning sign language, which they then used to tell the hearing-impaired girl they were adopting, "We're going to be your new mommies."
The spot, one of nine Wells Fargo produced that featured a diverse range of people, was a breakthrough for the banking industry, which rarely – if ever – included a same-sex couple in a TV campaign.
Jenn Grace, who, as CEO of Jenn T. Grace International in Hartford, Connecticut, teaches straight people to market to...