LGBT-Dedicated Consumer Research, Corporate Training, and Strategic Consulng LGBT Market Trends 2014 Enre contents © Community Markeng, Inc. Community Markeng & Insights | LGBT Market Trends 2014 Trend: 1 Corporate America Includes LGBT 2 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the mainstream: Kaiser Permanente 3 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the mainstream: Kaiser Permanente 4 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the mainstream: Kaiser Permanente 5 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the mainstream: Kaiser Permanente 6 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: JC Penney 7 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: JC Penney 8 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: J Crew 9 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Gap 10 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Crate & Barrel 11 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Chevrolet 12 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Chevrolet 13 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Coca Cola 14 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Chipotle 15 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Honey Made Graham Crackers 16 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Honey Made Graham Crackers 17 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Wells Fargo Bank 18 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Mini 19 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: General Mills 20 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Google 21 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Amazon Kindle 22 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Brand USA 23 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Fargo ND 24 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Illinois 25 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Illinois 26 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Illinois 27 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Las Vegas 28 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Las Vegas 29 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Las Vegas 30 Community Markeng & Insights | LGBT Market Trends 2014 LGBT-inclusive in the Mainstream: Archie Comics 31 Community Markeng & Insights | LGBT Market Trends 2014 Trend: 2 Corporate America Embraces Marriage Equality 32 Community Markeng & Insights | LGBT Market Trends 2014 33 Community Markeng & Insights | LGBT Market Trends 2014 Corporate America Embraces Marriage Equality: Starbucks 34 Community Markeng & Insights | LGBT Market Trends 2014 Corporate America Embraces Marriage Equality: Target 35 Community Markeng & Insights | LGBT Market Trends 2014 Corporate America Embraces Marriage Equality: Via HRC 36 Community Markeng & Insights | LGBT Market Trends 2014 Trend: 3 Corporate America Has our Back 37 Community Markeng & Insights | LGBT Market Trends 2014 Corporate America Has Our Back: American Airlines 38 Community Markeng & Insights | LGBT Market Trends 2014 Corporate America Has Our Back: Starbucks 39 Community Markeng & Insights | LGBT Market Trends 2014 Corporate America Has Our Back: ATT 40 Community Markeng & Insights | LGBT Market Trends 2014 Corporate America Has Our Back: Sam Adams Beer 41 Community Markeng & Insights | LGBT Market Trends 2014 Corporate America Has Our Back: American and Marrio 42 Community Markeng & Insights | LGBT Market Trends 2014 Corporate America Has Our Back: Alaska Airlines 43 Community Markeng & Insights | LGBT Market Trends 2014 LGBT Inclusivity Yields ROI 4 44 Community Markeng & Insights | LGBT Market Trends 2014 • JCPenney’s partnership with Ellen DeGeneres, as well as recent LGBT Mother’s Day and Father’s Day ads, has translated into strong support among gay men and lesbians; Starbucks and Target round out the top 3 brands among both groups Which companies or brands have you made a conscious decision to purchase from because of their pro-LGBT policies or pracces? Past Year (OPEN-END VERBATIM WRITE-IN RESPONSES) Among Gay Men Among Lesbians 34% 47% 16% 18% 15% 15% 14% 5% 12% 4% 10% 4% 7% 7% 6% 6% Note that the survey was fielded just as the JCPenney campaigns were launched, 4% which may have influenced the favorability ranking. 45 Community Markeng & Insights | LGBT Market Trends 2014 Trend: 5 Polical and Social Transformaon 46 Community Markeng & Insights | LGBT Market Trends 2014 Polical & Social Transformaon: Acceptance 47 Community Markeng & Insights | LGBT Market Trends 2014 Polical & Social Transformaon: Republicans 48 Community Markeng & Insights | LGBT Market Trends 2014 Polical & Social Transformaon: Sports 49 Community Markeng & Insights | LGBT Market Trends 2014 Polical & Social Transformaon: Sports 50 Community Markeng & Insights | LGBT Market Trends 2014 Polical & Social Transformaon: Sports 51 Community Markeng & Insights | LGBT Market Trends 2014 Polical & Social Transformaon: Sports 52 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a 6 Long Way to Go. 53 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go 54 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go 55 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go: Russia 56 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go 57 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go: India 58 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go 59 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go: Uganda 60 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go: Uganda 61 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go: Brunei 62 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go: How We Can Help www.globalequality.org 63 Community Markeng & Insights | LGBT Market Trends 2014 We Sll Have a Long Way to Go: How We Can Help www.ilga.org 64 More informaon: www.CMI.info Thomas Roth, President Community Markeng & Insights 584 Castro St. #834 San Francisco, CA 94114 Tel 415/437-3800 • Fax 415/552-5104 [email protected] Community Markeng, Inc. is an NGLCC Cerfied LGBT Owned Business Enterprise. About Community Marketing & Insights: The facts are plain: As a “niche market segment,” gay men and lesbians have a significant amount of disposable income. Most critically, their dollars go to product and service suppliers that recognize their unique buying motivations and preferences, and offer them differentiated value. Community Marketing, Inc. (CMI) has been helping a wide variety of industry leaders master the subtleties of this market since 1992. Our unique and specialized services are based on 20+ years of experience and case studies, and include market research (online surveys, focus groups, intercepts, interviews, advisory boards, etc.), with our proprietary panel of 70,000+ LGBT consumers; strategic consulting; marketing planning, and marketing plan implementation/management. We produce custom, on-site training sessions, develop conferences, symposia and webinars, and speak at industry events. Whether your organization is just learning about the market, or is updating its strategy, Community Marketing & Insights can accelerate your plans, reduce your risks and deliver measurable results. Because the LGBT community comprises a “slice” of the world’s population, there is no singular “gay market.” You’ll find singles, couples and families in every age and ethnicity. And you’ll find a world of diverse interests. CMI’s proven, powerful portfolio of services helps deliver your targeted markets. Community Marketing & Insights has earned its position as the global leader in LGBT market research and development. Through the company’s tireless efforts, “doors have opened” around the world for gay and lesbian consumers. We have helped grow LGBT market recognition through research, media relations and education; and have brought opportunities to many of the world’s leading marketers. CMI Community Marketing & Insights projects and training include: • ABSOLUT (Pernod Ricard) • Aetna Insurance • American Cancer Society • Blue Cross/Blue Shield • Chicago History Museum • E. & J. Gallo Winery • Esurance (an Allstate Company) • Gilead Pharmaceuticals • Hyatt Hotels & Resorts • Japan Air Lines • Japan National Tourism Organization • Kaiser Family Foundation (> Than AIDS campaign) • Kimpton Hotels & Restaurants