The LGBTQ community is not only growing but is one of the most affluent communities in the U.S. For those who do not know what LGBTQ refers to, it is an acronym for those identifying as Lesbian, Gay, Bisexual, Transgender, and Queer as their sexual orientation or gender identity.

It has always been a sensitive area to market and advertises to. One wrong move could hurt a large and loving community. With this being said, it is very important to be smart, creative, empathetic, and accommodating while marketing to the LGBTQ community, as they are our friends, family, neighbors, coworkers, etc.

Here are some thoughts you may want to consider when considering a marketing strategy.

1. Be inclusive and diverse

   When you have members of the LGBTQ community in an advertisement be sure to remember that they are just people. It doesn’t always have to be a couple represented but can also be their family members and friends. Remember to reflect them from all ages, races, genders, etc.

2. Be knowledgeable and sensitive to stereotypes

   It is vital to avoid any stereotypes that can support negative images and have a dismissive representation of LGBTQ individuals. Be authentic when representing the community. Show individuals, couples, and friends in everyday circumstances, physical affection, and most importantly you can use verbal, text, or graphics to reference their sexuality.

3. Not sex symbols

   The LGBTQ community does not want to be defined solely for their sexuality, there are more layers to who they are as people.

4. Pronouns matter

   Using the correct pronouns especially when marketing is a sign of respect and if you don’t or use the wrong pronouns can send harmful messaging to the LGBTQ messaging.

5. Don’t get lost with the original brand story

   Don’t lose yourself and the messaging when representing the LGBTQ community. Remember it is about representation as well as the emotional connection between the viewer and the LGBTQ community.

6. Association with LGBTQ Organization

   If you are involved and endorsed by an LGBTQ organization, it can help make the connection you are trying to make more reliable. Consider a sponsorship if you are ready to commit to a relationship with the community.

7. Visual Representation

   The LGBTQ community is emotionally bonded with seeing their colors, images, and symbols. This can include the pride flag. These colors, images, and symbols are used during rallies, blogs, and how we can identify LGBTQ individuals, allies, and places.