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28 February 2022
The trajectory of LGBTQIA+ marketing, from exclusion to authenticity
LGBTQIA+CanadaDiverse hiring practices
Marketing to Canada’s LGBTQIA+ community has come a long way since the polysemic advertising of the 1970s , but an understanding of that history can help avoid the pitfalls brands are still falling into today.
Why it matters
LGBTQIA+ consumers represent 4.4% of Canda’s $3.7 billion spend in the consumer packaged goods category, so brands need to evolve their marketing to this community beyond official Pride events, months and holidays, and show that it is valued year-round.