Impact of Cultural Values on Consumer Behavior
Impact of cultural values on consumer behavior: Choose one of the following changes in cultural values to review and discuss: (1) green marketing…
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Impact of Cultural Values on Consumer Behavior
Instructions
Choose one of the following changes in cultural values to review and discuss: (1) green marketing, (2) cause-related marketing, (3) gender-based marketing, or (4) marketing to gay and lesbian consumers.
Write a 700- to 1,050-word paper in which the interrelationship between consumer behavior and changes in cultural values is reviewed.
Find three specific examples of organizations marketing to these changes in cultural values. Examples may be mission/value statements, print advertising, website content, and press releases, among others.
Using these examples, what is your opinion of how the company uses the understanding of changing cultural values to create and implement its marketing strategy?
Discuss each example you found using specific information.
Include screenshots or copies of the marketing pieces you examined.
Format your paper consistent with APA guidelines.
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Solution
Gay and lesbian marketing is a concept that refers to advertising campaigns design to appeal LGBTQ community customers with or without explicit advertisement techniques. LGBTQ community marketing takes the form of an advertisement on gay-oriented magazines, websites, coded advertisements, mainstream media, and direct mail solutions (Campbell, 2017). Several articles indicate that LGBTQ marketing began with the growth of national gay publications.
In the 1970s, marketers could not reach potential gay and lesbian consumers because the mainstream media did not accept adverts with the words such as homosexual and gay. It was until the mid-1970s, when David Goodstein purchased and converted the Los Angeles Advocate magazine into a national gay publication, promoting gay persons as cultured and affluent customers (Eisend & Hermann, 2020).
Despite the LGBTQ community being a valuable consumer segment, they are not given enough attention from a customer behavior standpoint. Normally, consumers tend to buy products based on the companies’ ability to speak to them in a language that shows they are valued (Campbell, 2017). However, most companies are still hesitant towards LGBTQ marketing especially on mainstream media fearing that they can receive backlash from the larger market. Companies that take the bold step to target the LGBTQ community segment tend to be more visible in the market, attracting consumers of different sexual orientations. Some of the organizational marketing that has targeted LGBTQ community are Playboy, M&Ms, and Converse.
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In 2017, Playboy tweeted “Being a Woman is just being a woman” on their Twitter account as they introduced Playmate Ines Rau, the clothesline’s first transgender product. The company’s Chief Compliance Officer, Cooper Hefner decided to introduce Playmate as a way of delivering Playboy’s mission to celebrate sex and sexuality while embracing the always changing attitudes in the society regarding the overall sexuality (British LGBTQ Awards, n.d).
To enhance the marketing effectiveness, the company decided to feature Ms. Rau who is an LGBTQ member, to resolidify the company’s support for this consumer market. This post brought back what the company tried to signify in 1981, when Caroline Cossey, a transgender model was featured on the company’s post to show that the company stood by this community while targeting the LGBTQ community to purchase the product.
Figure 2: M&MS (British LGBTQ Awards, n.d)
While most companies tend to incorporate rainbow colors among other LGBTQ features, M&Ms tried to do it differently. The company shared a photo of its logo in heels and gloves to show its support for the LGBTQ community. The photo was captioned “We are all the same. Love what’s on the inside.” This statement shows that having different sexual orientations does not make human beings any different as the feeling of love is the same for everyone. The company also portrayed that we are all the same despite what society tends to portray on what is the right sexual orientation.
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Nonetheless, the companies posted several M&MS which were inscribed to Mrs & Mrs and Mr& Mr in heart-shaped boxes to show the support for these consumers. While the company showed support for this community, it also gained the attention of the LGBTQ community consumers by speaking to them on a personal level, gaining a more customer base in the market.
Converse created a collection targeting gay and lesbian consumers. The brightly colored and bold products were meant to show the company’s support for this community, alongside the phrase “Yes to All.” The company supported the idea that despite one’s identity or sexual orientation, everyone should be free to be themselves. The collection was a limited edition, which was sold out. The revenue gotten from this sale was used for donations to support this community among other youths.
The above examples illustrate some of the different strategies used by organizations to target gay and lesbian consumers while creating an image in the society that no matter the sexual orientations of an individual, everyone is equally important and they should be free to be themselves. Targeted marketing to this segment may not involve a single strategy as there is a need to take into account the different factors such as religion, ethnicity, and age.
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Moreover, LGBTQ consumers have reported purchasing products that are presented by LGBTQ individuals with print media rather than products with overly too much content on the LGBTQ community. Nonetheless, these consumers, especially gays go for products that show male couples rather than gay individuals. These consumers also purchase products that promote the diversity of sexual orientation contrary to having hidden codes and signals. In this regard, they want organizations to represent them as normal beings within the mainstream media.
While society is slowly appreciating the LGBTQ community, organizations have gained confidence to advertise products by incorporating gay and lesbian lifestyles. However, for some companies that are afraid of facing backlash from consumers who do not support the diversity of sexual orientation, organizations tend to adopt gay window advertising. This strategy incorporates special markers, signals, and cues that can be noticed by the LGBTQ community consumers and less by other segments in general (Eisend & Hermann, 2019).
Nonetheless, rather than targeting the LGBTQ community on mainstream media, some organizations prefer to sponsor gay charities and events to reach this niche, without involving the general consumers. However, I believe that this strategy is still ineffective as most of the LGBTQ community consumers prefer companies that depict them on mainstream media. Therefore, there is a need for companies to incorporate the different perceptions of the LGBTQ community consumers while creating their advertisement strategies.
References
- British LGBTQ Awards. (n.d.). Top 10 LGBT+ brand or marketing campaigns 2018 – British LGBT awards. British LGBT Awards – The official site for the British LGBT Awards. View the nominees and winners. https://www.britishlgbtawards.com/top-10-lgbt-brand-or-marketing-campaigns-2018/
- Campbell, J. E. (2017). Gay and lesbian/Queer markets/Marketing. The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies, 1-4. https://doi.org/10.1002/9781118989463.wbeccs128
- Eisend, M., & Hermann, E. (2019). Consumer responses to homosexual imagery in advertising: A meta-analysis. Journal of Advertising, 48(4), 380-400. https://doi.org/10.1080/00913367.2019.1628676
- Eisend, M., & Hermann, E. (2020). Sexual orientation and consumption: Why and when do homosexuals and heterosexuals consume differently? International Journal of Research in Marketing, 37(4), 678-696. https://doi.org/10.1016/j.ijresmar.2020.01.005
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