Moving LGBTQ+ marketing beyond “Pride Month”

Anne Field

Considers how the growth of the LGBTQ+ community has changed advertising and how marketers should approach this segment.

Ken Orvidas/theispot.com

For the past several years the marketing team at Visit Sacramento mulled how to attract a new audience — consumers who would enjoy the area's sights and vibe, a place that would be a "good fit" for the LGBTQ+ community, says Sonya Bradley, the organization's chief of diversity, equity, and inclusion. Research conducted by Visit Sacramento shortly before the pandemic showed that lesbian couples with children would find the region welcoming and fun to visit. What's more, California's capital city has a thriving gay community, exemplified by the Lavender Heights neighborhood filled with clubs, shops, and restaurants.

Bradley...

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