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Piest, Laura, Marketing with Pride - A Study on the Success Factors of Marketing to the LGBT Community; Master of Arts (International Marketing Management), October 2020, Berlin School of Economics and Law, Berlin, Germany.
The purpose of this study was to investigate the success factors of companies tar- geting the LGBT community to provide relevant recommendations to B2C compa- nies on how to approach pride marketing while avoiding rainbow-washing accusa- tions. Specifically, the thesis was concerned with the attitudes, opinions, and ex- pectations of millennial LGBT individuals. This is an important topic for marketers as the LGBT community is no longer a niche market, but a consumer group that is growing in size and importance and therefore, it is key for companies to understand this segment.
To answer the research question, first, secondary research was conducted to inform the directions of the following primary research. Two methods of qualitative research, expert interviews and focus groups, were used as research instruments. Three professionals with experience in LGBT or cause-related marketing were in- terviewed and a total of 12 members of the LGBT community ranging from ages 22 to 35 were the research subjects in three focus groups. While the expert inter- views aim was to work out the success factors of marketing to the LGBT commu- nity from a professionals point of view to give a broader perspective and to uncover overall tendencies, the focus groups goal was to offer insights from the customers’ point of view and to allow a better understanding of the actions of the target group.
The study showed that there are two main success factors for pride market- ing targeted at the researched group, perceived brand authenticity and innovativeness, which will be discussed and elaborated upon in the recommendations section of the paper.