Given the political changes ocurring in Mexican legislation regarding same-sex marriage and gay rights, entrepeneurs and their parteners have found themselves on the need to rethink about their strategies to cater potential customers in families in which both parents are of the same sex.“We want to be leaders in pursuing these social issuess and rights, which is what is also causing greater visibility within the community,” said Ruben Sandoval, CEO of LGBT Confex Business Forum to be held next September in the city of Merida, Yucatan.
“I have met with executives from corporate companies with whom I have talked about what they have done with the LGBT community, and their response has been ‘we are a family business’. I always advise against these kind of responses which may be misleading and incorrect in the long run; if you release an aswer like that it could branded as a discriminatory statement. ”
Tourism from the lesbian, gay, bisexual and transgender community is not new, for it generates an economic income of $294 million in tourism only within the Yucatan Peninsula.
“A family whose parents are from the same sex does not notifies in advance where will they be going, meaning that if the staff is not sensitive enough to answer their questions once they are in their destination or know how to serve these clients, the brand (in this case, the hotel ifor example) may get in trouble for what they represent towards society”, said Sandoval.
“It’s not about removing special products, or hanging a rainbow flag, but to be sensitive, laws are already in action and if the brand is not well-informed, you will see yourself caught in the middle of an old-fashioned and discriminatory service where in reality there could be a same-sex parent family, with children, waiting on your door about to become your new costumers.”
Companies such as Google, American Express, Mundo Cuervo, ScotiaBank, Interjet, Banamex, Marriott Hotels, and Hard Rock have been trained in both customer service and labor inclusion policies.
“We must find organizations that are shifting their energies to cover these issues, but one thing is to be sensitive and another to do marketing; it is important to continue making yourself present at events where the community is reaching out to your business as an inclusive company,” said the founder of LGBT Confex.
“Know what kind of programs you are generating, which campaign will you do, where will you be presence, what specific audience you want, get to know inclusion policies and strategies, and how can I inform on how to attract customers to my business.”
The International Business Forum LGBT Confex will take place in the Yucatán Siglo XXI Convention Center on September 18 and 19,, with support from the Congress and Convention Bureau of the State.