During the last weeks, various gay pride is taking place all over the world, events where people who identify themself in the LGBT community (lesbian, gay, bisexual, and transgender), meet each other to demonstrate their rights and their pride. Let's find out how is the LGBT situation in China?
First of all, let's try to understand what is the correlation with this blog that talks about digital marketing in China?
In the Western world, the times (fortunately) are over when being LGBT was a shame or even a crime or in any case a very disadvantaged social situation.
Today, although the hateful phenomena of homophobia and discrimination have not already been completely eradicated, the situation has certainly much improved.
In almost all nations of the Western world, gay couples can marry, adopt children and openly demonstrate for their rights. If you look at the participants of the various gay pride you immediately notice one thing: The high number of people.
Actually, when so many people share the same interests, same passions, it starts becoming more than a community but a "movement"!
Secondo una ricerca condotta dal William Institute effettuata nel 2018 le persone nel mondo, dichiaratesi LGBT sarebbero state circa il 3,6%, ma molto probabilmente sono più.
A "movement" of millions of people constitutes a market that cannot be neglected and it is no coincidence that gay couples are increasingly appearing in television advertisements for everyday products: it is not only politically correct; it's marketing!
The rule to understand the opportunity better is simple: someone more important than me said: "at the time that a candle lit in a stadium crowded with thousands of people would not light anything, but what would happen if the candles of all the spectators were lit?"
Following a research, we tried to figure out how many LGBTs there are in China.
We found many data regarding this topic...
We report research from BMC Public Health: Among 29,125 participants, 2066 (7.1%) identified as lesbian, 9491 (32.6%) as gay, 3441 (11.8%) as bisexual, 3195 (11, 0%) as transgender and 10,932 (37.5%) as heterosexual.
Until 1997 it was a crime
Until 2001 it was a mental disorder ...
To date it is not that particular attention is paid to it. Of course gay unions do not represent the Confucian philosophy that sees the role of the traditional family as a pillar of modern society, but all in all they seem to be tolerated.
We can say that even in China and especially in multicultural cities like Shanghai, we are witnessing organizations, marathons and demonstrations in favor of the LGBT issue. Events that make it clear that although Chinese society differs from the rest of the world, the human being and one's orientation remain the same throughout the globe.
LGBT oriented marketing strategies could be effective, if well targeted.
The solution is to listen and offer what the consumer wants, through the means of distribution and communication that the companies and technologies make available to us
GO BEYOND THE WALL