2026 I predict will be the year that marketers come to their senses. I’ve worked in the LGBTQ market for over 30 years, and 2025 was one of those years that you would like to forget. 2024 was the perfect year, in that most people woke up (pun intended) and got back to business putting Covid firmly behind them. We saw a return of many ad campaigns and lots of interest in future campaigns. All that came to a sudden stop with the election of Trump. It was odd in that The Administration’s attack on DEI really had nothing to do with market segmentation, but add the tariffs to that and teams of Agency people coming off years of inadequate education and marketers seemed to freeze in place.
Everyone in business knows that uncertainty is the biggest killer of marketing plans. How will tariffs affect us, will sales remain steady, are people going out and what is next? And so, I call this past year the Frozen Year… everyone’s afraid to move forward while we all wait and watch what happens from above. One thing for sure, it DOES matter who is at the top, the same way it matters who runs a company. Still, I see marketers are indeed waking up to the reality that IF they want increased sales then they need to at the very least reach out and ask for those sales, and so I do see things starting to thaw and increased interest in this market segment.
No one in travel marketing or spirits marketing does not have the information to show just how lucrative the LGBTQ market can be for their industry as it provides some of their best market segments at the lowest cost overall. Still, both industries had their setbacks but hopefully 2026 will bring back marketing 101- which is- Inclusion = Loyalty = Advocacy. Include this marketplace, gain that loyalty and ensure your brand that your best customers will still be there in good times and bad. It really is that simple.
So, for 2026, I’m looking to see who steps up to the plate and reaches out either by just showing up or by meaningful inclusion both of which are going to be welcomed greatly. Any influencer in any minority market will tell you the same. It feels good to be included. It feels better to be welcomed. It is exhilarating to be embraced.
