With Pride Month kicking off today, we wanted to turn the spotlight on 5 brands that are hitting the LGBT sweet spot and gaining support from the wider market along the way.
With a nearly $800 billion dollar market share and quickly expanding, the LGBT community is a prime audience for brand growth across a range of industries. The lesbian, gay, bisexual, and transgendered (LGBT or “gay”) market over-index in many categories including travel, spirits, automotive, clothing and housing as well as have often underserved needs in the financial services and healthcare industry. Brands that are resonating the most with the LGBT community are those telling a story of family values and inclusion.
Check out our favorite LGBT ad campaigns:
Honey Maid: This is Wholesome
The Honey Maid ads show what the brand describes as “real-life stories,” including Jason and Tim, a couple raising two sons. Toting the tagline, “No matter how things change, what makes us wholesome never will,” Honey Maid simply captures the diversity of the “typical” American family.
Of course, this started a controversy in which Honey Maid responded with this even more compelling video:
Nordstrom: The Ultimate Wedding Party
Starring the Nordstrom.com team, with a cameo by hip-hop duo Macklemore & Ryan Lewis this playful video invites all shapes, sizes, colors and orientation to have the “Best. Day. Ever.”