operates under the abbreviation PFLAG.

What is also not included in these 6 characteristics is the fact. That the target group is a minority with a chip on the shoulder.  Which requires a careful, consistent and sympathetic approach. Finally, there are also other factors that play an important role , which are not necessarily related to the gender or sexual identity of the members in this demographic.

Based on various studies

Alfred Verhoeven is in the final phase of his PhD research Marketing the Rainbow. He previously published Get woke, go broke , Storytelling & the LGBT+ consumer: 4 inspiring cases , Netflix: target India B2B List group segmentation or pinkwashing and Forbidden Fruits: the (gay) advertisements that did not go unnoticed . Give your target audience a face and a story.

The PFLAG effect

Thorough market research and a feeling for this market are two important pillars for success. This way you can ensure that you get the right message across to the right people. If you want to learn how to create profiles and personas based on data and how to implement them effectively in your communication and marketing, the Creating Personas Training might be something for you. View the training .

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