cfa lgbt housing guide updated-4 (1) - Flipbook - Page 39
HOUSING GUIDE
Best Practice
Best Practice
HOUSING GUIDE
Company leadership should set the tone when
it comes to fostering policies and attitudes that
lead to authentic LGBT-centered inclusion.
When upper management shows commitment,
it’s easier to unite the entire company around a
given message.
From left to right: Latish Smith (Monarch), Matthew Foster (Fundamental Clinical
and Operational Services), Robert Emery (Coalition for Aging), Michelle Rankine
(Fundamental Clinical and Operational Services), Carlos Perez (Monarch)
Companies with successful LGBT outreach are
increasingly demonstrating their support outside
of their retirement communities. Investing in
an LGBT event or cause is an easy way to show
commitment to the community. This may involve
sponsoring a float in a Gay Pride parade or
putting resources behind LGBT nonprofits such
as the Coalition for Aging LGBT.
Stickers can be found on the Internet. Consider
proudly displaying symbols such as this at your
front desks and on your website. Be sure that
your all-inclusive marketing collateral is in plain
sight at all times. LGBT-Friendly stickers should
be proudly displayed to show your support.
A retirement community
can employ more subtle
messages of openness
— a brochure that
includes a photo of two
men or two women, an
intake form that uses the
word “spouse” instead
of “husband” or “wife,”
or the placement of
advertisements in gay
publications.
An estimated 2.7 million Americans 50 or older
identify as LGBT, and that number is projected
to exceed 5 million by 2060. Marketing to the
LGBT community is a smart strategic decision
for retirement communities that care about
both relevance and revenue.*
This photo of 2 men sends a subtle, yet supportive,
message 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-2015-buyingpower-estimated-at-917-billion/.
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