Best Practices in Marketing to the GLBT Population Segment
 

The following are its Six Best Practices:

1. Be inclusive and diverse

   Whenever people are shown, include GLBT individuals/family members/friends/couples, reflecting varied ages, races, genders, etc. Language references to family, relationships or gender should not be hetero-centric.

2. Avoid positioning homosexuality/transgender as a perceived threat for humor.

3. Be sensitive to gay, lesbian, bisexual and transgender stereotypes.

   Advertising often stereotypes, but beware of complications. Feminine gay men and deceitful/scary transgender people are clichés that alienate many, and "lipstick lesbians" alone are limiting. Seek unexpected twists by countering time-worn stereotypes and adding other humor sources.

4. Do good research.

   When conducting general research or forming new mainstream campaigns, GLBT perspectives should be considered and included as often as possible. Don't limit their input only to gay-targeted messages.

5. Go national.

   Consumers outside of major coastal cities are often improperly considered lacking sophistication to handle GLBT themes.

6. Be consistent and confident.

   Modifying or withdrawing ads suggests waffling and creates further trouble. Respond to criticism with business rationales, like diversity and the bottom line. Avoid time-restricted airings of material unless ads legitimately deal with sexual situations inappropriate to youth.