June is LGBTQ Pride Month issue of MMRNews
Profiles of LGBTQ Market Experts, Speakers and June is Gay Pride Month Events
Meet the Experts in Marketing to the LGBTQ Consumer:
- Bold Culture
- Community Marketing & Insights
- CultureBeat®, a division of C+R Research
- Gay Ad Network
- Horowitz Research
- My Code
- Rivendell Media
- Lighthouse List Co
- Quantasy + Associates
- Vision Strategy & Insights
Meet the CultureBeat Market Research Experts for the LGBTQ+ Consumer:
- Anna Rossi, Senior Quantitative Research Analyst, C+R Research
- Derek Bertelsen, Senior Project Manager, Field Services, C+R Research
- Alex Malhiot, Director, Online Immersion Operations, C+R Research
June is Gay Pride Month Events
- Las Vegas Shows Its Pride Year-Round with LGBTQ+ Events and Celebrations
Meet the Experts in Marketing to the LGBTQ Consumer
Bold Culture is currently working on Vol. 2 of its LGBTQIA insights report “Spectrum” which focuses on the lives of Black and Brown Trans and Non-Binary folks. You may sign up for our Culture Hub insights platform at boldculturehub.com to be notified when the research report is out! In addition, we have various engaging workshops and campaign audit services to ensure you’re celebrating PRIDE the right way. Connect with us at email@example.com.
PRODUCING TRUSTED LGBTQ RESEARCH & INSIGHTS FOR 30+ YEARS
Connect with and engage the LGBTQ community: Your journey begins with market insights. Community Marketing & Insights (CMI) is the world’s leading LGBTQ — lesbian, gay, bisexual, transgender and queer/questioning— market research firm. For more than 30 years, CMI has worked with leading brands, companies, organizations, non-profits, universities and government institutions seeking to understand, reach and serve the LGBTQ community. Through research across the spectrum of LGBTQ, Community Marketing & Insights provides our clients with a deep understanding of how to authentically connect with and engage this growing, powerful, influential and diverse community. LGBTQs are consumers, influencers, students, seniors, business owners, executives and employees spanning all generations, gender identities and ethnicities. Research will discover diverse interests, matching your products or services to viable LGBTQ market segments. CMI’s proven, powerful portfolio of services identify, quantify and deliver specific targeted markets, yielding measurable return on your investment in the LGBTQ community.
LGBTQ Market Reports and Resources
The growing desire from companies and brands to understand multiculturalism and to deeply understand the identities of diverse populations can only be met with a thorough understanding of all cultures, including the LGBTQ+ community. C+R Research and its CultureBeat® team firmly believes that to make a sincere and strong connection with the LGBTQ+community, a commitment to invest in thoroughly understanding their specific needs as individuals and consumers is paramount. That is why we support our clients through our research expertise by building foundational and strategic insights through the lens of the LGBTQ+ community. From foundational insights to strategic custom research, we provide brands with the knowledge they need to connect with the LGBTQ+ cohort and help them to understand the intricacies of their motivations, drivers, and challenges. Our goal is to is to shed light on the LGBTQ+ community by sharing curated insights and POVs through our blogs and CultureBeat Pulse e-zine.
fluent360™ is one of the foremost agency leaders shaping the multicultural marketing industry. Equal parts integrated marketing agency and cultural hub, we specialize in giving brands a resonating voice to effectively speak to various cultural segments– both ethnic and consumer niche followings. As a multi-talented, multicultural agency, we offer a full spectrum of communication services from our Chicago, Nashville and New York City offices. fluent360 works across Hispanic, African American, Asian American, and LGBTQ with seasoned specialist teams for each audience sector. We call this “True Multicultural” – an agency approach designed for the realities of today’s consumer.
Gay Ad Network is the leading advertising marketplace for connecting advertisers with LGBTQ+ consumers worldwide. We offer a one-stop-shop for LGBTQ+ digital advertising, social media and influencer marketing programs. Our powerful database marketing platform makes it easy for advertisers to reach their intended target – across popular websites, apps, connected TV and social media outlets.
Gay Ad Network has been recognized by INC Magazine as one of the fastest growing private companies in America. The company’s rapid growth is a result of the unique value proposition offered to national and local advertisers seeking efficient access to the LGBTQ+ market through digital media. The National Gay and Lesbian Chamber of Commerce (NGLCC) is the exclusive, third-party certification body that verifies that eligible businesses are majority-owned by LGBT individuals. The NGLCC has granted Gay Ad Network with LGBT Business Enterprise® (LGBTBE®) designation as part of its LGBT Supplier Diversity Initiative.
Representation of LGBTQIA+ in Content, Ads Matters- and not just to LGBTQIA+ People
“June 1 marked the first day of Pride Month–an opportunity for brands and media companies to reevaluate how they engage with the LGBTQIA+ community and become a better LGBTQIA+ ally in the face of rising homo- and trans-phobia illustrated by, for example, the ‘Don’t Say Gay’ law in Florida and a number of other states. According to Horowitz’s State of Consumer Engagement 2021 report, 55% of consumers are seeing more ads featuring LGBTIA+ people lately, and this is a good thing for brands. Almost 4 in 10 consumers say that it would make them more likely to buy from a brand that uses LGBTQIA+ talent in ads, while fewer than 1 in 4 consumers say it would have a negative impact, resulting in a 17% lift in brand consideration. As brands look to engage with younger generations of Americans, being good LGBTQIA+ allies will be increasingly important. Our State of Gen Z 2021 study found that a full 31% of Gen Zers identify as LGBTQIA+, with even more identifying as allies. It’s time to lean into LGBTQIA+ cultures, communities, stories, and talent to really connect with next-generation Americans.” — Adriana Waterston, Chief Revenue Officer and Insights and Strategy Lead at Horowitz Research Contact: firstname.lastname@example.org, 914-834-5999.
My Code, the digital media company that enables brands, agencies, publishers and storytellers to decode and connect with multifaceted and diverse audiences, announced, on June 1st 2022, the launch of Pride Code, a new entity to help brands create inclusive and authentic marketing content that speaks to the LGBTQ+ community. This addition allows My Code to continue working with brands to ensure that increasing populations of diverse audiences are accurately and thoughtfully represented. My Code’s Studio team has experience building LGBTQ+ content for over 10 years and the research team has been gathering data across multicultural audiences for the past five years. Their foundation of multicultural research has allowed My Code to gather insight into LGBTQ+ consumers across Hispanic, Black and AAPI communities. My Code empowers advertisers to accurately identify, reach and connect with consumers across 780+ publisher sites, and at launch, Pride Code premium publisher partners include Metro Weekly, Pink News, Gaytravel.com and more.
Pride 2022. Who will be coming to the party? Pride celebrations are something unique to the LGBTQ community. I remember so well going to my first Pride Parade in NYC before I was out to my family and even many friends and it was simply invigorating. I felt free and I felt “community” immediately. Of course, it is still that way today for someone newly out. Now, today when many of my Prides are spent at home relaxing, I still feel that connective community spirit and certainly pay attention to what I see and hear on the news and in media during and concerning Pride. In marketing to the LGBTQ community, Pride is an important time as it is a feel-good moment and like any party the more that show up the better. Those most concerned about LGBTQ issues will be there or will be looking to “our” media either to see what is going on or how it went and of course who is supporting the LGBTQ community. I go back to the days when you could count on one hand the number of national companies joining along with us at Pride. Absolut, Miller Beer, American Airlines and Subaru to name some and even today- many years later- I still have that warm connection to these brands. These brands showed up when it was not popular and when we needed them most. I am sure the ROI for any of the above is off the charts and well that is what -first to market- is all about. I wonder, this year- our first Pride in person in two years- who will be celebrating with us- helping us along on our journey of acceptance and equal rights.– Todd Evans, Rivendell Media
EMCAY specializes in Multicultural Marketing aligned to the pharmaceutical industry dynamics leading some of the most recognized and most successful US Hispanic and African American campaigns in the industry. Our services include strategy and business analysis, creative, digital, production, media planning & buying, and local market activation. EMCAY is also on the forefront of tackling larger healthcare issues across the US, helping corporations address health disparities and Social Determinants of Health (SDOH) gaps. Our services are cross functional and highly applicable to the pharma stakeholder mix, executed flawlessly through a cultural lens. Whether you’re looking to build your initial Hispanic or African American market business case and pilot or setup a corporate capability inclusive of multiple cultures, aka COE, across your entire corporation, we are the most experienced team in the industry. Our team has built some of the most successful multicultural pharma campaigns. From launches to post LoE, from diabetes and CV to oncology and rare diseases, we have done it.
At Lighthouse List, we strive to be as diverse as the data we offer to our clients. With 30% to 39% of our leaders considering themselves LGBTQ+, we believe in the importance of diversity and inclusion in business, be this diversity of gender, race and ethnicity, religious and political beliefs, education, socioeconomic backgrounds, sexual orientation, cultures or disability status. If you’re on the hunt for LGBTQ consumer marketing data, speak to us about your needs. In addition to on-demand audiences, we can also create a custom audience for your exclusive use. Our consumer data has been validated by independent data evaluator Truthset and has been found to be up to 51% more accurate with 2 to 3 times the scale. Get in touch today to discuss your LGBTQ marketing campaign.
Quantasy is a fully integrated brand services agency that exists at the intersection of entertainment, advertising, technology and culture. With expertise that spans the four pillars of Advertising, Content, Influencers, and Platforms + Technology, Quantasy empowers brands to push culture forward. Founded in 2011 and based in Los Angeles, Quantasy delivers business growth results and provides counsel for Fortune 500 companies, high-growth start-ups, civic leaders and global entrepreneurs.
What we believe at Quantasy + Associates:
At Quantasy we’re introducing a new era of thinking.
We’re marrying influence and creativity to unlock new possibilities.
We’re innovating in new and unexpected ways to drive culture in the right direction.
We don’t seek opportunity, we create it.
We don’t just embrace change, we drive it.
We are the voice of the new generation,
Asking new questions to finally get new answers.
Vision Strategy and Insights is a full-service research and strategic consulting firm specializing in the development and implementation of actionable research studies among general market, Hispanic, African American and Asian consumers. VSI utilizes a total market approach to deliver relevant insights into today’s multicultural business landscape for its clients.
Meet the CultureBeat Market Research Experts for the LGBTQ+ Consumer
Anna Rossi, Senior Quantitative Research Analyst, C+R Research
Anna Rossi is a Senior Quantitative Research Analyst at C+R Research. Anna is also an active member of CultureBeat, C+R’s multicultural research team, bringing deep cultural insights to our research projects. Anna has over 10 years of academic and market research expertise in the LGBTQ+ community. Since joining C+R in 2016, Anna has managed various custom research projects, including segmentations, awareness & usage research, tracking studies, and messaging tests. Anna holds a Bachelor of Arts in Sociology and Philosophy from Illinois Wesleyan University and a Master of Arts in Sociology with an LGBTQ Studies Certificate & Graduate Teaching Certificate from Northern Illinois University.
Here are some recent blogs that Anna has written:
Speeches & Topics: Quantitative Research, LGBTQ+ Community, Marketing to the LGBTQ+ Community, LGBTQ+ Research Best Practices, LGBTQ+ Communications & Ad Testing, Importance of LGBTQ+ Representation in Media.
Alex Malhiot, Director, Online Immersion Operations, C+R Research
Alex Malhiot is the Director of the Online Immersion Operations team at C+R Research. With more than 10 years of experience in research, Alex has developed an expertise in recruitment and management of online market research projects, communities, and panels. Alex is also a member of CultureBeat, C+R’s multicultural research division, and regularly consults on best practices and recruitment strategies for engaging with the LGBTQ+ community. Additionally, he regularly participates in workgroups to evaluate and make recommendations on inclusive survey design. Alex previously worked in academic research, where he also contributed to studies related to improving access to healthcare for underserved communities, including the LGBTQ+ community. Alex holds a Master of Science in Integrated Marketing Communications from Roosevelt University and a Bachelor of Arts in Communication and Journalism from Northern Illinois University.
June is Gay Pride Month Events
Las Vegas Shows Its Pride Year-Round with LGBTQ+ Events and Celebrations
From annual events to amazing entertainment, Las Vegas proudly celebrates the LGBTQ+ community and empowers travelers to embrace who they are year-round. The destination recently launched a digital content series, How to Be 🌈 (in Vegas), which explores queer identity, self-acceptance, and everything a fabulously inclusive environment like Las Vegas can inspire. With the first trans woman to ever compete in the Miss USA pageant and the current Miss Nevada Kataluna Enriquez acting as host, this series allows Las Vegas to expand on the destination’s hard-fought inclusivity efforts, opening the city up to people around the world as a safe place to embrace their authentic selves. The first episode is now available on Instagram, TikTok, YouTube, and VisitLasVegas.com. The destination also boasts several venues where LGBTQ+ visitors can celebrate their pride with Only Vegas experiences. The Nevada Gay Rodeo Association’s most anticipated event of the year, the BigHorn Rodeo, will take place Friday, Sept. 16 to Sunday, Sept. 18. RuPaul’s Drag Race favorite Alyssa Edwards will bring her fierce looks and fabulous personality to House of Blues Las Vegas inside Mandalay Bay Resort & Casino on June 13. The NGLCC International Business & Leadership Conference will take place Tuesday, Aug. 2 to Friday, Aug. 5, at Bellagio Resort & Casino. The National LGBT Chamber of Commerce is the only advocacy organization for the LGBT business community. The International Gay Bowling Organization’s Las Vegas Showgirl Invitational Bowling Tournament is set for Saturday, Sept. 3 to Monday, Sept. 5, 2022. The biggest LGBTQ+ event of the year, Las Vegas PRIDE, returns for a weekend of fabulous fun celebrating the vibrant community in Las Vegas. Completely centered around pride and diversity, the annual event features a night parade through Downtown Las Vegas, Friday, Oct. 7. Out & Equal Workplace Advocates presents its Workplace Summit Monday, Oct. 17 to Thursday, Oct. 20 at The Mirage. Out & Equal is the premier organization advocating for LGBTQ+ workplace equality. For more information, go to www.lvcva.com, www.visitlasvegas.com or www.vegasmeansbusiness.com.
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September 2022 Newsletter
Hispanic Heritage Month, Meet the Experts in Hispanic Marketing
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Multicultural Marketing News (MMRNews), is a free e-mail newsletter published by Multicultural Marketing Resources, Inc. (MMR) and sent to +9000 subscribers. For a free subscription, sign up here.