Neuromarketing

Mintel brings to us an overview of marketing to the LGBT community referring to this as an initiative towards more diverse marketing that is starting to become a necessity for advertisers in all industries, and financial services are no different. According to The LGBT Financial Experience, a 2012-13 study found that LGBT Americans are far less confident about their financial preparedness, with only 14% indicating they are well prepared, compared with 29% of the general population. Despite this opportunity, so far the financial services industry has lagged behind the rest of the marketing world when it comes to featuring same-sex couples or messaging about the LGBT community in marketing efforts. There are some developments in targeting LGBT community this year Wells Fargo was the first airing their commercial in April, TD Bank followed this summer. Also JC Penny and Target from retailers have showed the initiative.

The inclusive marketing becomes increasingly important when marketing to Millennials. According to Mintel’s report Marketing to Millennials US 2014, Millennials are 41% more likely than adults overall to say that equal rights for the LGBT community is one of the three social issues most important to them.

On the other side, the first LGBT campaings have been met with a fair share of criticism that is unavoidable with such a controversial topic.  

How would you comment this news from neuromarketing point of veiw? 

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