How to improve marketing to the LGBT community

This article debunks some common mistakes made when advertisers market to the LGBTQ+ community – such as pulling on heartstrings, using heteronormative ideals and oversexualisation – and asks how the Netflix series Heartstopper did the opposite of this and why it has been such a success.

The pink pound is estimated to be worth £6 billionper year in the UK alone. It still sometimes feels that brands are competing for this section of the market, but have missed the mark when it comes to accurately communicating and making the LGBT community...