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The LGBTQ+ community in Mexico is a market made up of more than 8 million people.
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In Mexico, this market represents an annual consumption of 80 billion dollars.
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Five out of 10 consumers change their perspective on a brand when it speaks openly about diversity.
Social issues continue to be on the agenda of many brands to reach current consumers. Given this, there are many companies that add these issues to their campaigns, supporting the various communities, which is why an app has emerged that identifies how much a brand supports the LGBTQ+ community.
With the years, Efforts to eradicate discrimination towards the LGBTQ+ community are becoming increasingly important, so this theme has also found a space in global advertising. According to data from Facebook, five out of 10 consumers change their perspective on a brand when it speaks openly about diversity.
As well as data from a 2021 Google survey, two in three consumers said their social values now heavily influence their purchasing choices. In fact, the research highlighted that the marketing that shows inclusive or diverse qualities is causing a revolution in the market.
Where, the LGBTQ+ community in Mexico is a highly profitable market made up of more than 8 million of people with an annual consumption of 80 billion dollars.
Similarly, that the inclusive consumer is more likely than other buyers to purchase proprietary brands diverse and inclusive out of a desire to support entrepreneurs on their growth journeys and small businesses in general.
This is Rainbow Washing Detector
After these data and this panorama, technology is marking a paradigm throughout the world, Therefore, the company Capaxia developed an application that seeks to be a tool and information to develop and create an inclusive and diverse culture in Mexico.
The platform, which adds to the great ecosystem of apps that exist in the world, can scan any mass consumption product with the colors of the LGBTQ+ flag to obtain information about that brand and see what strategies it is applying to support said community from its place.
This app came up after the consultancy carried out the largest study in the history of Mexico on brands and their contribution to the LGBTQ+ community, where said investigation gathered public information on the internet about the companies to which the different firms belong.
With this digital platform, the company seeks to avoid the well-known “Rainbow Washing”which is a practice in which brands mostly join in the month of June and dress their packaging, products or logos with the colors of the rainbow to indicate support for the LGBTQ+ community, but many times it can be commercial.
“We have seen brands engaging in Rainbow Washing. This practice harms companies and the LGBTQ+ community in the long run,” Gina Badenoch, Founder of Capaxia, said in a statement.
After this medium, it has been registered a great data of more than 300 conglomerates of companies and close to a thousand brands in the Mexican territory.
The statistics that the app has collected not only include topics from the LGBTQ community, but also shows the level of commitment of the company in issues such as labor inclusion, training, inclusive policies, certifications, donations and activism.
Currently, most of the social networks that exist in the market, such as Instagram, TikTok, Facebook, Twitter and among others, launch initiatives in their tools where they support the LGBTQ community. In Pride Month 2022, TikTok and Instagram provided various features in their interfaces to support this community through online chats.
This shows that these types of topics are increasingly relevant to new consumers, who mainly they belong to generation Z to do, they are making a more conscious choice at the point of sale.
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