Marketing the Rainbow: It’s Fresh

The fmcg market is a very active participant in Marketing the Rainbow: hundreds of brands and dozens of multinationals are doing very original things in that area. This is quite remarkable, because the amounts involved are small – but in addition to the fact that LGBT consumers have higher brand loyalty (and a tendency to reward companies that act as ally) and will therefore make repeat purchases, they are also often seen as trendsetter: ‘if the gays drink it, it must be hip and happening’. And there is an element of CSR involved: doing good, giving support.

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