Situation: LGBTQ+ inclusive marketing has been a new opportunity for Thai businesses while a challenge on how to make it right in order not to falling into a rainbow-washing trap causing negative brand reputation. Change Fusion Institute hosted a social enterprise incubation program bringing 10 Thai social enterprises who seek for building sustainable impact innovations to rebalance their business impact with the society and economy by their potential LGBTQ+ consumer target.  

Solution: Transtalents Consulting Group collaborated with Genders Matter Media Agency to conduct customized consultation and innovative workshop helping 10 Thai social enterprises to learn LGBTQ+ consumer trends and insights, reflect their thoughts and experience with this segment as well as develop knowledge and innovative idea that turn into impact-focused business strategy. For example, LGBTQ+ inclusive tourism experience with community-based tourism, ethical gift made by marginalized workforce, vegetable package that tells the story of LGBTQ+ farmers’ story. 

Impact: Apart from how to strategically penetrate the LGBTQ+ segment that potentially bring positive profit, the 10 businesses has also learned how to purposefully and responsibly treat their workforce and the community they are serving in different forms; such as DE&I strategy with LGBTQ-inclusive workforce policy, impact-focused marketing campaign with measurable matrix and corporate and community responsibility initiatives.

The social enterprises are

Learn more at  https://changefusion.org/