Somewhere over the rainbow: Marketing to the LGBTQIA+ community

Kyle Simons and Wahn Yoon

Analyzes the trajectory of marketing to the LGBTQIA+ community and provides practical guidance on the most effective practices when targeting an LGBTQIA+ audience.

This article is part of the February 2022 WARC Spotlight Canada series, "Themes that will influence marketing.” Read more

“Our society needs to recognize the unstoppable momentum toward unequivocal civil equality for every gay, lesbian, bisexual, and transgender citizen.”

– Zachary Quinto

Every June, companies across Canada and much of the Western world proudly display rainbow logos, and launch initiatives, campaigns, and products to celebrate Pride Month, and for good reason: LGBTQIA+ Canadians have an estimated spending power of $86 billion. Within that, LGBTQIA+ consumers spend $3.7 billion in Consumer Packaged Goods (CPGs) annually, representing 4.4%...

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