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15 February, 2023

Asia are you ready for the Pink Dollar?

Is it time to explore engaging with the Pink Dollar? Estimates put the LGBTQ+ population in Asia at over 290 million, with half a million in Hong Kong and 90 million in China. With an economy worth between 300 to 500 billion yuan in China alone, the “pink dollar” is well-established as a desirable target market. Studies have shown that this group boasts higher disposable incomes, bigger spending on luxury products and experiences, and high loyalty to brands they love, compared to the rest of the population.

Marketing to the LGBTQ+ community requires a deep understanding of the unique needs and experiences of this diverse group. Brands that want to engage with this audience should approach marketing with sensitivity, authenticity, and inclusivity.

RFI recently hosted an invite-only workshop featuring business leaders on the hot topic of marketing to LGBTQ audiences. Here are a few key things that brands should keep in mind when marketing to LGBTQ+ consumers:

Understand the diversity within the LGBTQ+ community: The LGBTQ+ community is incredibly diverse, and it’s essential for brands to understand the different identities, experiences, and needs within this community. Gender identity, sexual orientation, race, ethnicity, and socioeconomic status are just a few factors that can influence an individual’s experience and relationship with the LGBTQ+ community. Brands should be open to feedback from the LGBTQ+ community and be willing to learn and evolve their marketing strategies accordingly.

Avoid tokenism and pinkwashing: Avoid using LGBTQ+ individuals or symbols as a marketing gimmick or exploiting Pride month for commercial gain. Brands should instead focus on creating genuine connections with the community and supporting LGBTQ+ causes and initiatives year-round. Listening to feedback can help brands avoid making harmful assumptions or missteps and can lead to stronger, more authentic connections with LGBTQ+ consumers.

Use inclusive language and imagery: Brands should use gender-neutral language, avoid heteronormative assumptions, and be mindful of the diversity of relationships and families within the LGBTQ+ community. Additionally, brands should use imagery that represents a range of identities, experiences, and body types.

Support LGBTQ+ causes and initiatives: Supporting LGBTQ+ causes and initiatives can demonstrate a brand’s commitment to the community beyond marketing efforts. This can include making charitable donations, sponsoring events or organizations, or providing resources and support to LGBTQ+ employees.