Q Digital CEO Scott Gatz tells WIT Strategy Partner Bill Brazell that 70% of America’s 16 million LGBTQ adults would pay a premium to support a brand that supports them. He says Lexus and Marriott are among the brands doing it right. Gatz notes that the threat of backlash from those who might boycott brands that support the LGBTQ community has subsided dramatically since the 1990s. Brands like Chick-fil-A, Barilla and Dolce & Gabbana, whose actions and words damaged their relations with the LGBTQ community, need to do much more to get back in good graces than companies that never took that route — and Gatz says that Chick-fil-A, for one, has not done enough.
Music: “Morning Rays” by Jim Duffy. Used with permission.