Chasing the ‘pink dollar’

Beyond the ‘pinkwash’ – companies that do it right

In the same way that companies splash their ‘green cred’ to cover their polluting activities, ‘pinkwashing’ is a way to appear to be gay friendly but not follow through.

However, many companies do get it right.

Absolut has been lauded for its support of the LGBTI community for the past 30 years, not only through its gay-friendly advertising but through sponsorship of gay pride events and general appreciation of all its consumers, regardless of their sexual orientation.

And there lies the perennial question: is marketing to consumers based on their sexual orientation even necessary?

Adam Ferrier is well known throughout Australia for his insight into consumer psychology (which he regularly shares as part of the panel on ABC-TV’s The Gruen Transfer).

Ferrier believes that, because there is a profitable opportunity to target the LGBTI community, businesses need to be cautious about how they go about it.

He says: “There is a significant proportion of the population that is gay – and of course the numbers would suggest that they are a ‘market’ worth going after.

The question remains, however, if they wanted to be targeted to exclusively or not.”

Ferrier believes that it’s extremely important to be mindful of your consumer, even through to the terminology you use.

“If I was gay I’d want to be marketed to as a person, not because of my sexuality. Anything that dials up individual difference too much risks being patronising and alienating – whether it be using mums to advertise washing up liquid, old people to spruik retirement homes, or gays to talk about condoms.”

“Rising above the differences and talking to humanity is always better.”

“In the ‘90s the term ‘pink dollar’ was invented – I find it offensive. Market to the person not their sexuality.”

When it comes to forming a strategy to target the LGBTI community, you need to think outside the box – to avoid a ‘pinkwashing’ label, you need to consider not only what your product or service can provide to the community, but how your whole company can be gay friendly.

And that means no rainbow flags on your front window, or, as Snell explains, don’t be disingenuous.

“You can’t just call yourself ‘gay friendly’ and hang a rainbow flag up. You have to prove it. Get involved. Show that you have a sincere interest in the gay community,” asserts Snell.

Top Tips

• The LGBTI community are regular consumers: think carefully about your messaging.

• Avoid ‘pinkwashing’: Don’t paint your products or services with rainbow flags. Support the LGBTI community through sponsorship promotions.

• Don’t make a big deal out of it: You don’t need to advertise that you’re gay friendly; publicity will come from community support.