The rise of LGBT-friendly innovations, products & messages
Implications - In 2011, it was estimated by the UCLA School of Law's Williams Institute that approximately 9 million, or 3.8 percent, of Americans identify themselves as gay, lesbian, bisexual or transgender. The figure continues to grow as more consumers begin to feel comfortable about openly displaying their sexual orientations, augmented further by the number of LGBT pride festivals taking place across North America each year. Now, more brands are also showing their support through special products and marketing messages, and while some companies have received backlash from anti-gay consumers, the overall message of equality and rights is more powerful than any angry and ignorant comments derived by the brand for the campaign.
Trend Themes
1. Lgbt-friendly Products - More brands are showing their support through special products and marketing messages promoting LGBT-rights.
2. Lgbt-supportive Coffee - Gay Coffee is a line of gay-themed coffee that features campy artwork on the front of the packaging with awareness-raising cultural and civil rights history facts on the back, combining a splash of history, humor, and social justice.
3. Pride-themed Fashion Products - The Nike 2012 Pride Pack collection is one of the most popular fashion brands that has started celebrating nation's biggest LGBT events through Pride-themed products.
Industry Implications
1. Food and Beverage Industry - The food and beverage industry can offer a lot of opportunities for companies to produce LGBT-supportive products.
2. Fashion Industry - The fashion industry has a lot of potential in terms of creating products that cater to the LGBT community.
3. Tech and Entertainment Industries - The tech and entertainment industries can heavily benefit from creating more LGBT-friendly entertainment media such as games that throw you into perspective or short films that tell LGBT stories.
