Here’s another change in the marketing world that was inconceivable when us Boomers were in short pants: The open courting by companies of the GLBT market. That is, gays, lesbians, bisexuals, transgender. Now don’t get me wrong. I have no problem it. In fact, I think this shows great progress towards us having a more tolerant and cohesive society. I’m just old enough to still find it amazing. It’s a great sign of how times have changed. I can still remember race riots in the 1960’s. That seems like forever when you think about GLBT marketing efforts coming out, so-to-speak. But I think it holds some parallels. It was not that long ago that few if any companies would dare be so open about their courting gays and lesbians–never mind bisexuals or transgender individuals. How long ago was it when there were separate bathrooms, water fountains and everything else for whites and blacks? Now we have an African American president! I hope Bull Connor is rolling over in his grave.
One of my classmates wrote about American Airlines web site (www.americanairlines.com/ rainbow) that is part of their major marketing effort towards the 15 million member strong LGBT community. American even has a sales and support team as part of this effort, dedicated to making the total experience with the airline friendly and accommodating. Not only is this an impressive integrated marketing effort, it shows that companies can be bold and take some risks. I didn’t even know what a transgender person was a few years ago, now we have a major airline courting them.
I know there will be some on the fringes that will cringe and curse American for doing this. But I applaud the airline for trying to develop a large, loyal market, and for helping along the process of moving past social stigmas. They deserve credit for being bold and open about their marketing plans and goals. They should also be applauded for their courage. They could be the target of protests and boycotts by those fringe elements who lack any bit of tolerance at all. I some ways, this has the feel of those courageous souls of the civil rights era who had the convictions and courage to help change the world. Nice to see that is still possible today.
