cfa lgbt housing guide updated-4 (1) - Flipbook - Page 37
HOUSING GUIDE
Best Practice
Best Practice
HOUSING GUIDE
The nine million people who identify as
LGBT in the United States have a staggering
buying power of $957 billion in 2018. That’s
the highest of any minority group. If this is
your target audience, it is essential that your
marketing material is all-inclusive.*
BEST PRACTICE
Marketing &
Community
Outreach to
the LGBT
Community
*Back Polakowski. “America’s LGBT 2015 Buying Power Estimated at $917 Billion.”
NLGJA, 20 July 2016, www.nlgja.org/outnewswire/2016/07/20/americas-lgbt-2015buying-power-estimated-at-917-billion/.
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The vast majority of older LGBT people will
live in communities that serve the general
population. Many worry that their non-LGBT
peers will not be welcoming, or that they will
face hostility from staff. Over three quarters
of older LGBT people believe they or their
LGBT peers can’t be open with the staff of an
assisted living community about their sexual
orientation or gender identity.
A successful LGBT marketing campaign will
help establish inclusion as a fundamental
value of your company. The best example
of inclusive LGBT marketing is anything
that depicts LGBT life. The Alzheimer’s
Association of North Central Texas provides
a brochure with a picture of a gay couple
on the front. The important distinction here
is inclusion, not just tolerance. Also, be
sure that all marketing materials include a
statement of non-discrimination for sexual
orientation and gender identity.
A good example of a successful outreach
campaign can be found at Monarch Pavilion
Rehabilitation Suites, where they hosted an
LGBT Round Table (in partnership with ICON
Hospice). Here, specific LGBT language,
LGBT vocabulary, and professional practices
specific to the needs of LGBT seniors was
clearly defined and discussed.
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