Marketing the Rainbow: Dutch retailer HEMA loves everybody

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.

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