From Crisis to Advocacy: Tracing the Emergence and Evolution of the LGBTQIA+ Consumer Market

Matteo Montecchi, Maria Rita Micheli, Mario Campana, Hope Jensen Schau

Research output: Contribution to journalArticlepeer-review


Although governments and organizations are increasingly addressing the importance of diversity and inclusion policies, LGBTQIA+ consumers still experience instances of discrimination and stigmatization in the market. Research identifying the barriers and struggles that these consumers face is therefore imperative in order to inspire more inclusive marketplace practices. By combining bibliometric and automated text mining methods, this article systematically reviews the existing scholarship on LGBTQIA+ issues at the intersection of marketing and public policy and identifies five thematic clusters: consumer experiences, marginalized consumer identities, imagery creation in advertising, marketplace policies, and minority targeting strategies. Further, this article plots the temporal evolution of this literature domain and identifies three substantive phases: crisis, marketization, and advocacy. The outcome is a phasic framework that unpacks how the LGBTQIA+ consumer market emerged and evolved. This conceptual framework can be used to understand and strategically invigorate research that leads to more inclusive marketing and public policy efforts.

Original languageEnglish (US)
JournalJournal of Public Policy and Marketing
StateAccepted/In press - 2023


  • bibliometric review
  • discrimination
  • diversity
  • inclusion
  • LGBTQIA+ consumers
  • text mining

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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