I deeply respect peoples who fought for their freedom.
LGBT people are fighting since decades to be “simply” recognized as humans, being free to love and to spend their life with their partner as everyone else in the world.
Ireland for example, which now is one of the most forward-thinking Countries on same-sex marriages, walked away from the Victorian era’s law “Offences Against the Persons Act” , which made “buggery” an offence punishable by penal servitude. The Green Island proudly managed its first Gay Pride Festival on 1983, just 1 century later.
USA, which is the mecca of modern homosexuality in the world, started to properly consider LGBT people from the 90’s, primarily through movies and books. One important and not so famous step in this sense was the 1989 book, “After the Ball – How America will conquer its fear and hatred of Gays in the 90s” (Penguin Books) which immediately became a beacon for the then-emerging homosexual movement. This book is widely reviewed as an effective summary of psychological strategies which aim to enhance self-confidence of homosexuals.
Strategy and well managed information campaigns are crucial to bring awareness to a big audience. This is for sure.
However, dignity should be never put aside by marketing, as the main purpose of advertising is just money. An LGBT campaign should genuinely focus on respecting the diversities, stressing the fact that homosexuals are just normal people with an alternative sexual orientation. Full stop.
I am saying this because I noticed that modern pro-homosexuals campaigns do not focus that much on human rights/tolerance/respect/brotherhood/karma nor any deep feeling. Such campaigns nowadays are big into marketing promotions, discounts, and any other leverage related to money and revenue.
If could please take a look to this PDF, the Sponsorship Guide 2017 of the Dublin LGBT Pride, you would read an attentive business analysis on the opportunities that homosexuals people may be as clients.
“[…] An increase in sales and tend to advertise each year” ;
“LGBT+ market & tourism sector could now be worth as much as €843 million annually to the Irish economy” ;
“THE LGBT TOURISM sector may now be worth as much as 13% of our booming hospitality economy in the wake of the Yes vote in May’s same-sex marriage referendum”;
And the masterpiece: “LGBT as a population segment is widely accepted as having higher disposable income and growth-friendly consumption patterns – and this segment is shown to travel relatively more frequently and for longer and can therefore clearly ‘punch above its (already significant!) weight’ in comparative and consumer value-potential studies […]”.
So according to the guide, shops and brands should show solidarity to LGBT people not because it’s the right thing to do, from a humanistic perspective, but because gay-lesbians-transgenders as average are increasing in number, and they have good salaries, and so good money to spend in all the places they will visit, as they like to travel too!
Really deep words … and what’s the outcome of such advertising? The one I already showed in my previous article Dublin LGBTQ Pride: respect or exploitation? … The gay-friendly bank [?], the best vodka for lesbians [??], the smartest betting company for transgenders [???] … with their ridiculous banners?
I really wish the best to the entire LGBT Community, and I hope that their choices will be supported and respected by others not because of the money they have, but simply because it’s the right thing to do, as we all belong to the same Nature.
“Friends and good manners will carry you where money won’t go”. Margaret Walker.
Disclaimer: Names, characters, places and incidents either are products of the author’s imagination or are used fictitiously. Any resemblance to actual events, places, brands or persons, living or dead, is entirely coincidental.