Reaching LGBT Audiences: Insights from Johnson & Johnson and Allstate Insurance

Geoffrey Precourt

Depending on whom you listen to, Lesbian/Gay/Bisexual/Transgender (LGBT) consumers are 68% (Johnson & Johnson) or 71% (Kraft) more likely to buy products that are advertised directly to them.

At the 14th-annual Association of National Advertisers (ANA) Multicultural and Diversity Conference in Miami Beach, J&J and Allstate were onstage as featured brands in a 'Creating Meaningful Connections with the LGBT Community' session.

Johnson & Johnson backs 'Care with Pride'

Scott Creighton, Global VP/marketing excellence at J&J, revealed that LGBT-focused J&J advertising increased the probability of purchase among the target audience. However, he added, 80% of the company's LGBT target audience is unaware ('mostly unaware'/'not aware at all') of J&J's LGBT marketing efforts.