They’re here, they’re queer, and in Canada they have $7.5 billion dollars to spend.
The gay and lesbian demographic is beginning to attract the attention of more companies. But there’s more to capturing the coveted “gay dollar” than just hanging a rainbow flag above the door.
Gay and lesbian Canadians are demanding companies foster inclusiveness from the inside out.
Over 80 per cent of gay or lesbian couples are childless, which means they tend to have more disposable income
According to a recent poll by Marketing magazine, gays and lesbians in the United States suggests that 94 per cent of respondents would go out of their way to purchase products or services marketed directly to them.
So it’s no wonder corporations have begun doing just that.
But if it’s true this promising demographic is the most lucrative to come along since the “tweens,” mere lip service won’t suffice for companies who want a piece of the
market.
Those surveyed also indicated they look for companies which cultivate a presence in the gay, lesbian, bisexual or trans-identified community, either by participation in or sponsoring of GLBT events.
Ottawa’s Lord Elgin Hotel recently garnered a stamp of approval from San Francisco-based alternative travel group TAG.This signifies the hotel, one of two in Ottawa, has satisfied a number of criteria that renders it officially “gay-friendly.”
The travel industry has been tapping into the GLBT market for years now, recognizing that couples without kids love to explore the world. Creating packages where gay couples are welcomed has been a logical extension of that.
To garner TAG’s approval, businesses must have a non discrimination policy. Their policies must treat same-sex couples the same as straight couples. They have to give their staff sensitivity training workshops. And the employees’ backgrounds must reflect a culturally diverse community.
Satisfying those standards here should be easy because, unlike in the States those standards are law.
In 1996 sexual orientation was added to the list of prohibited grounds for discrimination in the Employment Equity Act. However, despite these laws many companies are below par in their policies.
Bruce McDonald of the Canadian Gay and Lesbian Chamber of Commerce says he’s surprised at the amount of corporations that have inadequate policies on workplace diversity.
He says companies have policies that state “we treat everyone the same,” but don’t account for how employees react when a same-sex couple comes into their store, holding hands.
Would they approach the customers or blush and run into the back room?
Having a diversity policy does not outline how an employee should react when a hotel patron complains two men are holding hands in the hallway outside his room.
This is why exploring the GLBT community and understanding what activities and issues are circulating on the local and national gay scene is essential.
Businesses must stay current with politically correct language, new legislation, and landmark events or celebrations
A good way to do this is through sensitivity training.
Canada’s Employment Equity Act recommends, but does not regulate, specific sensitivity training.
Chasing the “gay dollar” makes good business sense. But in order to attract gays and lesbians, companies need to commit themselves to diversity in word— through policies with updated language — and deed — through knowing about and participating in issues and events close to the GLBT community.