Many marketers and PR pros are preparing for brand activations ahead of National Pride Month to engage LGBTQ consumers.
However, the message is a difficult needle to thread for organizations looking to embrace a community that hasn’t always been celebrated in the U.S. Though many consumers report wanting their favorite organizations to take a stand on cultural issues, organizations can come across as crassly opportunistic if their message misses the mark.
If you are planning on engaging LGBTQ consumers, start by reaching them through their preferred channels.
What the statistics say
A new study from YouGov reveals that LGBTQ people are less likely to be found watching primetime television but are highly likely to consume online magazines. Out of the average American population, 17% read an online magazine each month, but 40% of LGBTQ folks go online to read articles in Rolling Stone, The New Yorker and more.