Entre a homenagem e a exploração: o pink marketing como estratégia de promoção e posicionamento de marca

Abstract

Although the LGBT market moves billions of reais into the economy, Brazil is still a homophobic country and this has repercussions on organizations and how they communicate with their consumers. Thus, the general objective of the present work is to investigate whether market actions aimed at the LGBT public are perceived positively, as homage, or negatively as exploitation, by this consumer market. To do this, a qualitative research was carried out with 17 LGBT consumers, where it was verified that, although LGBT consumers perceived a search for profit, they considered important and necessary the market orientation of the companies, given the visibility and representativeness they generate. Gay friendly placement is accepted and can generate a lasting relationship between consumers and organizations. However, this inclusive process of combating discrimination and respect for differences goes far beyond selling a targeted product, it also means presenting a social return to its customers. Through pink marketing, companies can deliver superior value to this consumer market, adding a differentiation to the business.