Ben has spent 25 years studying the emotions & motivations of consumers across the globe, for brands that include Levis, Johnnie Walker, British Airways & Axe. The first half was as a brand strategist in leading ad agencies - including BBH, Droga5, and Ogilvy. More recently as the co-founder of Okay Human, he has taken his experiences in qualitative & ethnography - pairing them with today's most exciting breakthroughs in AI.
Sessions
Apr 29
3:50 PM - 4:15 PM EDT
Yellow Stage
Consumer Behavior
Inclusive Insights & Social Impact
Trends & Culture
$1.4T in Buying Power: LGBTQ+ Audiences Brands Can’t Ignore
As LGBTQ+ rights face growing cultural & political challenges, brands face real risk & opportunity with a community holding $1.4T in buying power. Ignoring this audience, or treating queer consumers as a monolith, puts trust & loyalty at risk. Okay Human & Vacation share insights from the Mind Your Business Pride report, revealing what LGBTQ+ consumers expect from brands & what earns their trust. Key Takeaways: 1. Why LGBTQ+ buying power and cultural influence make this audience critical to brand growth 2. What Pride means across generations & communities, and the emotional truths brands must understand 3. How to act on insights responsibly & build lasting, value-driven relationships with LGBTQ+ consumers
