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As Pride Month Ends, Here Are 3 Ways To Continue Supporting The LGBTQ+ Community

Entrepeneur 30 Jun 2020 05:45
As Pride Month Ends, Here Are 3 Ways To Continue Supporting The LGBTQ+ Community
Image credit: Shannon Finney | Getty Images

We’re now realizing that encapsulated awareness months alone aren’t enough to dismantle systemic discrimination or marginalization. Don’t get me wrong, pride month is incredibly important to us LGBTQ+ folk. But it often feels like after June ends, the “Love wins” messaging that businesses bombarded me with all month goes away too. Why is that?

You’d actually capture more total market share by appealing to us throughout the year. In the book Blue Ocean Strategy, W. Chan Kim and Renée Mauborgne use the terms “blue ocean” and “red ocean” to describe market competition. Red oceans are bloody, crowded and saturated with other predators; blue oceans, by contrast, are pristine, full of untapped potential and devoid of competition. Most importantly, blue oceans are rife with high-growth opportunities.

Every June, marketing to and for the LGBTQ+ community is important. But it’s also a red ocean for the month (And it’s a fabulous shade of red, trust me). Why not appeal to us throughout the year? We have $3.7 trillion in buying power and aren’t afraid to use it.

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W Chan KimRene Mauborgnethe Gay Lesbian Alliance Against DefamationTomboy XPexels
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