What's the Buzz About Gay Dollar? And Why You Should Care with Jenn Grace on ZZTV's #TalkTuesdays

• Many business people are nervous about misspeaking with the LGBTQIA+ and saying something inappopriate or offensive. Be aware of body language and know the line between having open communication and forcing out personal information.
• Marketing to the LGBTQIA+ is about being more inclusive, not targeting. If a person's sexual orientation and identity are not relevant to business conversation, you do not need to bring it up.
• Be genuine. Just like customer loyalty, the authenticity of your brand is just as important as appeasing your customers, including the LGBTQIA+ community.

Jenn T. Grace is a "Professional Lesbian" who teaches straight people how to market to gay people and gay people how to market themselves. She focuses on educating straight audiences and coaching gay entrepreneurs in one-on-one settings to help them grow their businesses. She is also an author, blogger, podcaster, and speaker. 

Q1: What are the first steps marketers can take to resonate with the LGBTQIA+ community?
A: Do not forget about your current target audience. It's not about singling out people based on stereotypes but rather being more inclusive with the market you already have.

Q2: Why should people care about the gay dollar?
​A: The LGBTQIA+ community currently has $917 billion dollars in buying power despite being the smallest minority in comparison to the three biggest cultural minorities. Despite having lots of brand loyalty, the LGBTQIA+ community has been underserved for a long time and it is time for change. 

​Q3: How can we ensure business with the LGBTQIA+ community is for the right reasons?
A: What is your why? Don't do something without a reason. Build your narrative and articulation for acknowledging a gap in the market. Your authenticity is always noticeable to customers.​

​About ZZTV's #TalkTuesdays

ZZTV's #TalkTuesdays episodes feature vibrant discussions and conversations on TED Talk presentations! Zef Zan hosts and brings guest speakers or guest co-hosts to her live ZZTV shows! Learn more about this broadcast here. ​