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LGBT Marketing

According to a survey done by Dentsu Inc., that targets 70,000 men and women between the ages of 20 to 59, 1 in 13 people are identified as LGBT in Japan. Today, being a LGBT is not something to hide as it was like in previous decades in the world. I feel that the number of people coming out in Japan are increasing comparing from before, and companies are starting to reach out to the LGBT community.

Nowadays, we see many companies that are holding events, and starting businesses that are targeting LGBT consumers. This article will briefly explain about the economic effect that both LGBT consumers and LGBT workers are causing.

A LGBT friendly company would be defined as a company that simply supports the LGBT community from both the consumers and workers point of view. A LGBT friendly company reach out to the LGBT community to express their support openly, by taking part in LGBT events, such as the pride parade, or by holding events or workshop themselves. In addition, these companies hold employees that are educated and have understandings about the minorities, to make a better working environment for LGBT workers.

GAP Inc. is one famous company that strongly expresses their support to the LGBT community. For example, they change their shop logo into a rainbow version every year during the "Tokyo Rainbow Pride", and many of the employees actually join as volunteers in the event to handout stickers and chocolate. In addition, they hold an non-open workshop for the employees to have them learn and have a deeper understanding about the LGBT community.

GAP is not the only one, and the number of companies assisting LGBT events are increasing year by year. I had an image of Japan being a country disliking diversity, but from the fact that LGBT friendly companies are increasing, I believe that things are starting to change from previous periods.


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