Hema (est. 1926) has been paying attention to the LGBT community and employees for years. They do this through relevant, original and striking campaigns – not alone, but in collaboration with ‘experts’, such as the Dutch LGBT movement COC (the oldest in the world), which also receives annual donations – and the gay designers Viktor&Rolf. They show their best side internally and externally. They also do this in the store, and outside of Pride. The downside is that they started Marketing the Rainbow very late: they had already existed for almost 90 years, and the real work happened after the turning point in 2015. But they still score a 9- for intention, commitment and execution.
Read my blog for Marketing the Rainbow.
Alfred Verhoeven is a marketer and is in the final phase of his PhD research Marketing the Rainbow. He previously wrote for ILOVEGAY about Pronouns, About those rainbows, Alphabet soup, M&M’s and the lesbian invasion, Magnum and the lesbian wedding, Marketing the Rainbow: the process and all that came before it, Sport and (un)sportmanship, Why you need a supplier diversity program, BeNeLux LGBTIQ+ Business Chamber (BGLBC), From B2C and B2B to B2G and G2G (oh, and G2C), The Men from Atlantis, The other kind of cruising, Booking.com, Home Deco, Haters and trolls: the ‘letter to the editor’ of the 21st century, 5 Bizarre LGBT Videos, TRANSparency, Transgender persons as a target group, Matchmaking, 5 videos that went viral, From Representation To Respect, Cultural sensitivities and social involvement in marketing, 4 reasons to practice diversity and The Rules of Market Segmentation.
Article provided by Alfred Verhoeven, Marketing The Rainbow
Does the Gay Consumer Really Exist?
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