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Alfred Verhoeven: Marketing the Rainbow – Corporate LGBTQ Advertising

In this episode of OutBüro Voices featuring LGBTQ professionals, entrepreneurs, and community leaders from around the world, host Dennis Velco chats with Alfred Verhoeven, marketing consultant, and Marketing Ph.D. candidate.    

01:15 Brief intro by Alfred 

02:30 Alfred’s background includes a law degree and initially stubbled into marketing and has worked in corporate financial institutions yet has been in private practice for around 20 years so far. 

04:20 In the military, Alfred was a language specialist where he learned Russian working in the military intelligence realm.   

06:00 We discuss how both sales and marketing are areas where training helps to hone natural skills and abilities 08:00 Dennis shares a common connection via language learning, military intelligence, and a related story 

15:00 How to lose someone following you using 3 modes of transportation 

17:00 Alfred shares his inspiration to work on a Marketing Ph.D. and its focus titled Marketing the Rainbow – No one has done this study before 

19:00 How the stereotype of high wealth, disposal income, dual income no kids come from and how the original niche study has been incorrectly used and referenced.  See interview with Todd Evans of Rivendale Media. 

26:00 Alfred discusses how and how the LGBTQ community became a focus for corporate marketing 

27:45 How LGBTQ persons often become caregivers due to often not having kids 

30:00 Alfred’s research is large and still growing but has focused the Ph.D. thesis to be manageable while providing the larger set of research articles through his website. 

31:00 Alfred discusses how companies stand for equality and how being inclusivity supports corporate profitability. 

34:50 The dangers of right-wing backlash and how it can turn around and benefit the company and has changed over time through social and legal advances 

36:00 How LGBTQ inclusive marketing is now pretty much mainstream and companies are pretty much foolish to not adopt inclusive marketing 

39:00 We chat about the evolution of LGBTQ equality acceptance. 

44:00 Alfred is taking the research content and creating articles outlining a company’s LGBTQ marketing history and journey.  See the website and YouTube channel listed below.   

51:00 We chat about past marketing mistakes and learning from them. 

To connect with Alfred find him on OutBüro here. 


Check out his YouTube channel featuring LGBTQ marketing commercials.  

YouTube channel: 

Join me and Alfred on OutBüro, the LGBTQ professional and entrepreneur online community network for gay, lesbian, bisexual, transgender, queer, allies, and our employers who support LGBTQ welcoming workplace equality-focused benefits, policies, and business practices. 

Would you like to be featured like this? Contact the host Dennis Velco.

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