Archive for May, 2008

Are We Recession Proof?

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J0422367_2Everyone’s talking about it … and it’s not the new Sex and the City movie (which premieres today). It seems as though every conversation involves the topic of where our economy is headed and how the recession will impact your business and your life. It is always difficult to predict what will happen, or whether or not a slowing economy and troubled housing market will turn around. Regardless, we all feel the effects — from big business to small business to individual consumers.

According to an HR.BLR.com article, more than 30 percent of responding employers are freezing or planning to freeze base salaries for their employees . Meanwhile, others are planning to change training (27%), healthcare benefits (27%), and retirement savings plans (20%). Career Protection predicts a 37 percent increase in layoffs compared to 2007. The fear, concern, and pure nerves lead me to Echelon’s recent article, “Are Gays Recession Proof? Gays Report Greater Financial Confidence.” The article states that 83 percent of survey respondents said they feel the gay market is a stronger financial force than ever before. Only five percent of those surveyed said they feel more vulnerable to a recession than straight consumers. So is it true? Are LGBT consumers really recession proof?

Challenger, Gray & Christmas, a global outplacement consultancy, in a CareerBuilder.com article, listed five industries that may be recession-proof: education, energy, environmental, healthcare, and security. If mirrored with the Community Marketing Index, lesbians most commonly work in the medical, education, legal, and management industries; gay men commonly work in the medical, education, accounting, and legal industries. In looking at this data alone, there is a relationship with why LGBT are not as concerned about the recession — gays and lesbians may not be recession proof, but our careers are. Or seem to be.

Rhyme or reason for recession-proof rationale aside, the LGBT community continues proving to be an influential and ever-growing audience. Today, the estimated buying power for LGBT is $650 billion, and is estimated to hit $780 billion for 2008. From a marketers perspective, this is a market that is extremely loyal and plans to continue and maintain regular consumption. There are possibilities for growth in our struggling economy, and it may start with the LGBT community. Thoughts?

For more insight on the recession, please read Ben’s blog from February.

| May 30th, 2008 No Comments »
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Macy’s embraces love in California

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"First comes love. Then comes marriage. And now it’s a milestone every couple in California can celebrate."

This is the opening salvo in the expected efforts by mainstream corporations to communicate with the potentially lucrative same-sex marriage market created by last week’s landmark ruling by the California Supreme Court which I discussed last week.

It is the copy contained in a Macy’s ad for its gift registry in today’s Los Angeles Times (that you can see on Towleroad).

It is fantastic to see a major retailer act so quickly and unashamedly to recognize and support the institution of gay marriage and frankly to see the market and go for it.

I can see three key reasons why it is such an impressive move by Macy’s:

  • The ad is supportive of same-sex marriage both in its language and in the fact that it is willing to effectively take a position prior to the expected referendum in the fall. I am sure many couples planning to marry will not forget this show of support.
  • It is run in a major mainstream top tier publication. It is not designed to simply be limited to the LGBT media and in doing so makes a bold statement about where the company stands. Of course you could argue that this is simply smart marketing but they could easily have waited until the long-term future of gay marriage in the state was assured before making such a move.
  • The timing comes on the same day that Governor Paterson instructed New York state agencies to revise their policies to recognize same-sex marriage in other states and other countries. The news that Macy’s is supporting same-sex marriage in California will no doubt resonate with the people of Massachusetts and states with civil unions, and those like New York where it may happen, and across the world.

Yes of course Macy’s is looking to tap into a new market as it should but by being the first it is showing some courage to be so bold in a national publication. Others will follow, but I am sure Macy’s will reap the rewards of being one of the trailblazers.

| May 29th, 2008 1 Comment »
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Change Happens…

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… and the LGBT media landscape continues to evolve. It was just over a month ago that Out magazine announced its new editor in chief.

This week, leading LGBT news magazine The Advocate announced the appointment of Jon Barrett to replace Anne Stockwell who is ending a 15-year stint editor-in-chief in June.  Barrett was news editor at the publication from 1997-2003. He’s been at Cargo and O at Home as well as more recently at Windy City Times.

This is yet another change – and a continuation of positive momentum – for the magazine which is now owned by here!   

The community buzz is building at this week’s announcement via bloggers and other online news sources.

It will be interesting to see where The Advocate goes after these recent changes. Although no specific plans have been made public, the news release points toward a new direction for the bi-monthly hard copy edition, especially in beefing up the pub’s online site to become a leading daily news resource

| May 28th, 2008 No Comments »
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Ellen: Speaking Truth to Power

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In my first post on this blog, I talked about the power of gay and lesbian communications to effect social change. My point was that outreach to our community would lead to social change. We’ve seen many examples to prove my point in the 18 months since I wrote that post. In his post last week, Eddy made the point that the reverse is true as well. He blogged about how the legalization of marriage for gays and lesbians in California would likely lead to a gay and lesbian outreach boom designed to capitalize on the ruling.

In either case, one thing is clear: gay and lesbian communications has the power to positively impact the world we live in and helps increase understanding and acceptance of our community by the heterosexual majority.

In the wake of the California ruling and the ensuing coverage, openly lesbian talk show host Ellen Degeneres gave us perhaps the most dramatic social media example of this point. In a conversation with presidential candidate John McCain that aired on her show last week, Ellen pressed the presumptive Republican nominee on gay marriage. If you haven’t seen the video, check it out below: it’s one of the most awkward, uncomfortable conversations in recent television history.

By addressing the issue as one of basic fairness in a tone and style that was more common sense than confrontational, Ellen probably did more to “normalize” the marriage discussion among the “everyday” people who watch her show than any other single act.  To me, it was a communications masterstroke and an excellent example of speaking truth to power.

We’ve had discussions on this blog before about whether or not Ellen has done enough to merit the high rankings she’s achieved in terms of her perceived “power” in our community.  My point today is not to rehash those arguments or engage in a dialogue about what she should or shouldn’t have done in the past. I mean only to highlight an example of how to leverage one of our most powerful communications media (television) to have a real impact. I’ve been impressed by the way Ellen has so matter-of-factly woven the truth of her life into the conversations she has conducted recently on her show. It may seem simple, but there is power in simplicity and Ellen has begun to demonstrate that on her show.

According to Pam’s House Blend and others, Ellen followed her McCain conversation by asking First Lady Laura Bush and First Daughter Jenna Bush for permission to use the family’s Crawford, Texas ranch for Ellen’s upcoming wedding to actress Portia DeRossi.  Jenna reportedly said “sure” and offered Ellen advice on how and where to hold a marriage ceremony (the interview will air on the show tomorrow). Well, how “normal” is that? And that’s the point, the more we talk about our lives honestly and openly, the more difficult we make it for anti-gay zealots to paint us as “others.” And for me, that’s reason enough to keep promoting the importance of gay and lesbian communications and outreach.

| May 27th, 2008 2 Comments »
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The Role of a Communications Platform for LGBT Progress in Cuba

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J0407157 Cuba has been on the news recently for a variety of reasons including LGBT issues.  Cuba’s National Centre for Sex Education (CENESEX) has been fighting for the equality of gays, lesbians and transgender communities for years, under the leadership of Mariela Castro Espín, the daughter of Cuban president Raúl Castro Ruz and Vilma Espín Guillois, and the niece of former president Fidel Castro.

Although not all equality progress can be credited to CENESEX, their role has been instrumental in the country’s achievements. Their communications strategy stems from a sexual education campaign in which  AIDS and HIV awareness became a huge focal point, leading up to unique grassroots approaches such as holding commitment ceremonies for gay and lesbian couples on their premises. More importantly, they list the media as a crucial venue for their influence, reinforcing that the power of media relations, here and anywhere, is a key strategy to getting a message across and to changing behavior.

Last week on the 17th of May, Cubanos from all over the country gathered to celebrate the International Day Against Homophobia (which, to my disappointment, does not seem to get much attention here in the states.) Cubans are demanding a faster approval of same-sex unions throughout the country from their government, which is, in my opinion, a huge accomplishment that it is even being considered. CENESEX is also working to approve sex change operations. This is, again, a result of their positioning with media and other strategically utilizing other communications platforms such as public speaking and thought leadership positioning to communicate their message.

Developing a communications plan to work with specific influencers has resulted in a change in the Cuban school environment. Schools are no longer closing their doors to homosexuals as they had in the past. According to this article during last week’s events, debates took place which addressed the need for gay communities and inclusive places so the community has a place to gather and thus avoid harassment even from the police.

Over one million Americans are of Cuban descent and will in some way, be positively impacted by the progress made in their native country. Cuba is seeing a lot of positive changes and I think it is a good time for equality advances. These will not stand alone and be more susceptible to criticism and opposition. With a good handle on media and other communications platforms, achieving complete equality for gays and lesbians in Cuba looks very promising.

| May 23rd, 2008 No Comments »
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