We’ve been looking for an opportunity to conduct a Q&A with our friend Justin Nelson for a long time. As the co-founder and president of the National Gay & Lesbian Chamber of Commerce (NGLCC), Justin is among the leaders in corporate engagement with our community across the country. As a leading voice for the potential and power of LGBT businesses, Justin sees the impact of such engagement first-hand.
With the holiday shopping season and an economic recession upon us, now seemed to be the perfect time to talk with Justin about LGBT business issues and get his perspective on the future. We had so much to talk about with Justin that we’re going to break this Q&A into two parts: today, we talk about the inspiration for the NGLCC and the role of LGBT marketing in an economic downturn. Come back tomorrow for a look at the role of corporate partners in LGBT marketing and Justin’s take on future trends.
To learn more about Justin and the NGLCC, visit their Web site.
Ben Finzel: How did the idea of a national chamber of commerce for the LGBT community come to you and Chance Mitchell, your co-founder? What was the inspiration?
Justin Nelson: We were talking about the movement for LGBT equality and the fact that no one was talking about the economic contributions of the segment or the opportunities for doing business with the segment. It seemed like a huge piece of the equality pie that no one was addressing. From my time as a staff person in the United States Senate several years ago, I had seen how the US Hispanic Chamber of Commerce had become an economic force for good for Hispanic businesses as well as a policy powerhouse in front of Washington policy makers. Chance and I believed that we could duplicate that for the LGBT community by founding the NGLCC.
Ben Finzel: At Fleishman-Hillard (FH), we talk a lot about the power of the gay and lesbian consumer, and we stress the importance of development of this market because of our loyalty to companies that respect and value us. In past economic downturns, our community has been a source of strength for businesses. Do you think the same is true in this most dramatic of economic meltdowns? What should businesses of all kinds be doing to capture business from gay and lesbian customers now and in the future?
Justin Nelson: We have been using the phrase “now more than ever” to talk about the importance of creating, maintaining and strengthening the ties to the LGBT market. When times get tough companies have to look toward the communities they support and more importantly, that support them. It is about the bottom line and all too often hasty decisions are made because some consider diversity to be something that has a shelf life that only lasts as long as the good times. In fact, that could not be further from the truth.
I believe that segmented and targeted marketing and support is even more vital in tough economic times. Furthermore, when these times pass — and they always do — these segments remember that you stood by them in down times. You have not only made a committed customer for the next upswing, but also what we all know will happen again — the next down turn. Companies should be working in what we call the “circle of corporate diversity.” The same standards that were true before this financial crisis struck are true now. Corporations need to do their due diligence when trying to attract LGBT consumers. Only advertising to the community isn’t going to do it. Companies must ensure they are treating their LGBT employees fairly, as well as utilizing LGBT businesses in their diverse supply chains.
In short, a company’s supply base should look like their customer and employee base or the one they are trying to attract — this is completing the circle. Doing business with gay business owners is a great way to make sure that the gay community is going to do business with you!
More to come in tomorrow's conclusion to our conversation with Justin Nelson…
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Justin is right on the mark. Multicultural marketing execs really need to embrace the awareness that the LGBT community has of corporations who support our organizations and media. And yes, we do reciprocate.