Study goals
Investigate whether LGBTQIAP+ consumers buy from brands that adopt affirmative actions in favor of the movement and use representation as an advertising tool.
Relevance / originality
The study brings relevant information about the behavior of the LGBTQIAP+ consumer, as it is a subject that has few studies. In this way, the research opens new horizons on the study of LGBTQIAP+ consumer behavior.
Methodology / approach
In-depth interviews guided by a semi-structured script with seven interviewees.
Main results
Representativeness is a good strategy for brands, attracting new artists or other personalities who, in another era, would not have the opportunity. Cohesion is a decisive factor for good identification, and cannot be limited to sporadic actions during LGBTQIAP+ Pride Month.
Theoretical / methodological contributions
There are few studies on the subject. This research contributes to existing studies and shows the importance of brands having consistency and continuity when supporting the LGBTQIAP+ cause, so as not to be seen as opportunists.
Social / management contributions
The study brings relevant contributions about the behavior of the LGBTQIAP+ consumer, being able to contribute to insights and help managers, CEOs of large or small companies, in carrying out actions aimed at this segment.