A Chilean-Dominican-German-American, Janina is multilingual. Professionally, she’s also fluent across brand, business and creative strategy, which she’s led for brands in myriad categories across tech, travel, luxury (HP, Away, YETI, Porsche, AmEx) and more. Janina executes strategy and research through unconventional media formats, like interactive features, longform docu-series and experiential marketing. For her leadership in diversity & inclusion, Janina has been published in ADWEEK, aired on NPR Marketplace and lectured at Miami Ad School. When she’s not in the saddle re-careering her ex-racehorse, she’s running things as cofounder of Vacation – which is indeed all she ever wanted.
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
