Once again, as happens every year at this time, companies from the most diverse sectors are moving to attract and please gay consumers. Fnac, which has already advertised in specialized vehicles and has a clearly gay-friendly stance, decided to dedicate a space to the LGBT public in its unit on Avenida Paulista.
Next to its CD and DVD section, the store decorated the space with a small mirrored globe and rainbow-colored posters and price tags. There, you can find products for all tastes, from themed books, such as Mario Testino and the "lesbian Kama Sutra", to imported collections from Taschen and CDs by gay divas, such as Madonna.
I consider the initiative of large companies like Fnac to invest in the homosexual public to be commendable. But I regret that many of these companies only do this during Gay Pride week. To me, these initiatives sound opportunistic and unreasonable, since customers (regardless of their sexual orientation) are customers at any time of the year… Or not?
***
Speaking of inclusive companies, issue no. 34 of the magazine The Cape, which comes for the first time with a double cover (on one side, the handsome Diogo Rodrigues and, on the other, the ex-BBB Serginho) features a report written by Lufe Steffen about companies that respect diversity.
In this matter, one good and one bad example: the company Porto Seguro, which has policies for its gay employees and customers; and Tecnisa, which stopped focusing on the LGBT public after a few years of directing its communication towards this segment. Particularly in relation to Tecnisa, the news that the company would no longer target products to the gay public surprised us and made us question whether we, Brazilian gay consumers, are really a profitable segment or whether we are just the target of specific and self-serving actions...
