Keep a message consistent with expectations

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With so much purchasing power in hand (and fewer problems disbursing it), "pink" money has become a point of attention and has gained more weight in company planning. But conquering and selling more to this audience remains a great challenge. What do LGBTQIA+ people expect from brands? ADVERTISEMENT Considering that the LGBTQIA+ market demands that issues beyond the individual be met, marketing planning needs to dig deep into the nuances of causes involving this audience . Therefore, it is necessary to satisfy their needs as a social group, even before the focus becomes on charm and gaining consumer trust.

This can be solved in different ways, as long as Telegram Number Data the basis taken considers: naturalize the presence of LGBTQIA+ people as part of society; proposing more visibility for the LGBTQIA+ public and for the social demands that it brings with it; contribute to combating discrimination by raising awareness among the general public about the social causes of those who make up the community; bring a discourse that proposes social inclusion and equal access opportunities. And how to meet these expectations? Based on the previous points, some key principles can be considered to avoid mistakes in Marketing towards the LGBTQIA+ audience. Let's look at some of them: 1.



Keep a message consistent with expectations One of the main theories of social communication (although it has fallen to the ground) is the hypodermic theory or magic bullet theory. She argues that, in mass communication, messages must reach all individuals in the same way and have a rapid effect, like an injection, hence the name, which refers to the hypodermic syringe. ADVERTISEMENT It is very important to note that nothing that fits this theory will apply to the LGBTQIA+ community in terms of communication. This is because, in addition to the different approaches, when talking about sexual orientation and gender identity, LGBTQIA+ people deal with their sexuality (and even their self-acceptance) at different levels , in addition to having different economic classes, ethnicities, regions.