Engaging the Diverse Markets Within the LGBTQ Community

“If there’s one message we want you to walk away with from our presentation, it is we really are a spectrum of markets,” said Thomas Roth, president of Community Marketing & Insights. When Thomas Roth and David Paisley founded CMI in the early Nineties, only one major brand was actively marketing to the LGBTQ community. Now, over 25 years later, CMI’s vast research and consumer studies have exposed companies to insights into what is behind the curtain, looking deeper into diversity within the LGBTQ community. CMI has had partnerships with companies such as Absolut Vodka, AT&T, Google, UPS and Wells Fargo, among others, to make research available for anyone to download online for no charge. It is important, Roth and Paisley said, to discount myths about the LGBTQ community to successfully market to them. “Ultimately, when we look at research we’re looking at a cultural consumer and that’s a little bit different than SOGI (sexual orientation and gender identity),” said Paisley, “but we’re looking more as a cultural consumer and that’s really our approach is people who are part of the LGBTQ community and that’s different than sexual orientation or gender identity.” A large myth, they said, is a stereotype that LGBTQ couples live

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