HETERONORMA CZY RÓŻNICOWANIE? OCZEKIWANIA MNIEJSZOŚCI W ZAKRESIE KOMUNIKACJI MARKETINGOWEJ
HETERO RULE OR DIFFERENTIATION? THE MINORITY EXPECTATIONS TOWARD MARKETING COMMUNICATION

Summary/Abstract: This article is devoted to analysis of sexual minority expectations connected with marketing communication differentiation regarding sexual preferences of receivers. LGBT community purchase power is dynamically growing. However, this market still remains poorly recognized and undeveloped. In the first part of the article the author characterizes LGBT consumers, the size of sexual minority population as well as its financial power. The author also compares the market potential with the way the LGBT community is perceived by the society. This is the background to present the results of both desk and primary research investigating LGBT community expectations regarding marketing communication.

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