Green Marketing to Gay Consumers
As ridiculous, outlandish and inflammatory both those statements are, according to a national survey released recently by Harris Interactive, lesbian, gay, bisexual and/or transgender (LGBT) adults are accelerating their personal commitment to pro-environmental issues.
A majority (55%) of all LGBT adults, when asked if they “personally care a great deal about the current state and future of the environment,” say this statement describes themselves completely or very well – a description that characterizes just one-third (33%) of heterosexual American adults. When all are asked if they “encourage others to be more environmentally friendly,” four out of ten (40%) LGBT adults say that statement also describes them completely or very well, while only twenty-four percent (24%) of heterosexual adults concur.
The national online survey of 2,352 U.S. adults (of whom 347 self-identified as LGBT), showed that 47% of LGBT adults, when asked about their environmental attitudes today, say that being “environmentally conscious” either describes themselves completely or very well. This number is up significantly from 2009, where 39% identified themselves as such.
There also seems to be a huge “green gap” in environmental attitudes between LGBT adults and other Americans. For example, 35% of LGBT adults state that the self-label of “environmentalist” describes their identities completely or very well, when contrasted with just 15% of heterosexuals who believe this self-label fits themselves that same way.
In addition, nearly half (48%) of LGBT adults also say it is “very to extremely important” to consider environmental issues when buying and using products or services, compared to 25% of heterosexuals.
One in four (25%) LGBT adults report that it is also “very to extremely important” to consider environmental issues in choosing the company you work for or apply for a job, compared with just 17% of heterosexual adults who agree.
Marketers, it is time to take off your blinders and start targeting your green products to gay consumers.
Will there be some backlash against advertising in gay and alternative lifestyle media? Perhaps. But now is the time to make a stand and actively court your most ardent supporters. The LGBT is fast becoming a growing target audience.
Get to know them.
Don’t pass judgment.
Treat them as adults.
Understand their marketing needs and issues.
Here’s to a greener tomorrow.
Robert Piller, experienced in green marketing campaigns and recycled promotional products. His web site includes a comprehensive advertising specialty search, featuring over 250,000 eco promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find recyclable, biodegradable, organic or recycled imprinted promotional items in your price range and time frame. View the Go Green website at EcoMarketingSolutions.com and comment on his blog postings at GreenSpotBlog.com.