Archives par mot-clef : Gay Marketing

“If brands do decide to address gays, they don’t include lesbians”

A meeting with Amandine Miguel, spokesperson for Inter LGBT, head of Lesbian Visibility

What do you think of gay marketing (brands who particularly target the homosexual community)?

Firstly, it is wrong to think that the “gay marketing” label includes all of the LGBT community (although it is often used in this respect in Anglo-Saxon countries). “Gay marketing” primarily addresses homosexual men and not lesbians or transsexuals who don’t interest brands due to their weak shopping power, remaining invisible within the public community. There is a clear difference in shopping power within the different components of the LGBT community (we are talking in a general sense here, casualization is unfortunately everywhere). On the one hand, the procedure that the state imposed in order to change the marital rights for this community was a lengthy, costly and degrading process, which places them in an extremely precarious situation. On the other hand, it is women that are most affected by insecurities, thus lesbians as well as women are directly impacted.

Should brands speak in a specific way to the lesbian community? Or is it discriminatory?

It all depends on how they are addressed in our community as it is not an act of discrimination to address them as a particular community. Yet defining the “sexual communities” is difficult, as the culture and references that the L, G, B and T share are not the same. And if you are stubborn enough to believe in the existence of a common culture but also an alleged universality of a “LGBT culture”, you immediately fall back into the traditional sexist view: which confuses the masculine and the so called neutral universal with the “LGBT culture”. It is said that the identification of the gay culture also acts as a representative of the LGBT culture.