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Article

This article explains the rise of cultural diversity in Australian advertising campaigns, including LGBT and multicultural themes, and how agencies are working to boost diversity within their own ranks.

News

NEW YORK: Marketers seeking to reach LGBT consumers stand to benefit from looking beyond niche channels and using mainstream media, according to a paper published in the latest issue of the Journal of Advertising Research (JAR).

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Article

The article examines the winning strategy of Ireland's historic marriage equality campaign, Yes Equality, and how Ireland became the first country to usher in a new era of LGBT rights by public referendum.

Article

This article explains the factors and considerations for marketers when speaking to an LGBT audience in the United States, including facts and figures around the community and why brands should pay attention.

Research Paper

In this paper the authors explain how they investigated the issue of gender and the media in the UK, looking at how the audience feels about both the amount of coverage of men and women and their views on the quality and character of portrayal on TV, radio and online.

Article

This event report outlines how Target, the retailer, has adapted its approach to engaging LGBT consumers.

Article

This event report gives insight into how marketers can better target niche audiences rather than lumping them all together.

Article

This event report outlines how Wells Fargo, the financial services giant, has adapted its approach to engaging diverse groups of consumers.

Article

This event report addresses how Allstate, the insurance provider, is engaging with LGBT consumers.

Article

This event report demonstrates how Campbell's, the food manufacturer most famous for its soup, is driving innovation in marketing.

Case Study

This case study describes how Stockholm Pride raised awareness of the oppression of the LGBTQ community in Russia.

Case Study

This case study explains how Coca-Cola reminded Americans of its brand values with an equality-themed Super Bowl ad and careful planning to manage a predicted social media backlash.

Article

This event report demonstrates how Wells Fargo, the financial services group, has sought to become a trusted source of advice for lesbian, gay, bisexual and transgender (LGBT) customers.

Case Study

This case study describes how American baked snack brand Honey Maid responded to negative comments about its inclusive ad campaign with an online video distributed by its fans.

Case Study

This case study describes how Peanut Butter Cheerios reached out to Canadian dads who were increasingly involved in everyday childcare choices.

Research Paper

This paper analyses gender identity and gender representation in the UK media, helping the BBC, the broadcaster, to better serve its audiences.

Article

This article demonstrates how Honey Maid, a snack brand, grew sales and relevance in the US by showing it understood the changing face of the American family and supported LGBT parents.

Case Study

This article explains how Moss Bros, the men's fashion chain, reinvigorated its brand by working to understand how men in the UK perceived it, and what they wanted from it.

Research Paper

This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.

Article

This event report shows how Honey Maid, the brand of graham crackers made by Mondelez International, adopted a "fearless" approach to repositioning a traditionally low-interest product.

Article

This article describes the rising expectations consumers have of brands to behave ethically, including making sacrifices for society and the planet.

Case Study

This case study explains how Paddy power, the online bookmakers, partnered with Stonewall, the LGBT charity, to tackle homophobia in sport in the UK.

Case Study

This case study describes how Expedia, the online travel agency (OLTA), used an emotional position to differentiate itself from other agencies in the US.

Article

This event report discusses how Honey Maid, Mondelez International's brand of graham crackers, has aimed to reflect changing social norms and values in America.