TAPPING INTO The power of the pink pound
MRS Conference offers new insights
The spending power of the Lesbian, Gay, Bi-sexual and Trans-sexual (LGBT) community is worth an estimated £70 billion per annum. Accessing such a profitable market is vital for many consumer industries, but must be managed in the right way. Effective market research is vital in providing the insight and understanding necessary to unlock the power of the pink pound.
On 24 November at The Mayfair Conference Centre, London (W2), experts from business, marketing and the media come together for a one-day conference to discuss the power of LGBT spending. The conference will not only focus on the issues facing this market, but also on corporate social responsibility and how businesses can capitalise on this market yet avoid offensive stereotyping.
Chaired by Charlotte Nilsson, OMD Insight, the conference will present a mix of high profile speakers from several sectors offering unique expertise and insight. The programme will be headed by a keynote address from Ian Johnson of Out Now Consulting, an LGBT sector specialist, speaking on ‘Gay marketing: the future you need to understand’. Other agency-side speakers include Sarah Gale, Ipsos MORI and David Muniz, QSoft Consulting, who will explore how to research the LGBT market accurately and sensitively. They will be joined by Dr Rachel Lawes, Lawes Consulting, who will conduct an interactive session on diversity and inclusiveness.
From the corporate business sector specialist Helen Croxson, Head of Marketing and Ad Sales Research, Channel 4, will speak on researching gay and lesbian lifestyles. Barclays Business Change Director, Jo Fraser, will tackle the issue of brand reputation and image and from BT, Jonathan Wibberly will discuss responsible branding in the 21st Century. The conference will finish with Nigel Jackson, Dr Foster Intelligence, drawing on his experience of working for the Home Office on research projects into drug use and sexual health amongst this audience.
Conference chair, Charlotte Nilsson comments: “It is absolutely necessary that market research addresses the critical issue of not just the spending power but also the discerning nature of the LGBT community. The conference is not just about the worth of the Pink Pound. Delegates attending know that this is a valuable audience. It's more about providing companies with ideas on how to advertise to and communicate with this audience. The conference will inspire and show the best way to be inclusive of LGBTs – and we are thrilled to have such a high profile and diverse speaker line-up to deliver this.”
The conference not only includes tips on how to effectively relate to the LGBT market, research the market and foster brand identity, but will also include interactive sessions to engage delegates with experts and provide them with applicable tips, strategies and experiences.
Researching The Pink Pound Conference runs from 9 am until 5 pm on 24 November 2006 at The Mayfair Conference Centre, London (W2). For more information or to book a place please contact Elaine Merrins on 020 7566 1878 or email