Campaign magazine has published an interview with Takahiko Morinaga, founder of the Japan LGBT Research Institute, in which he shares his thoughts on how companies are increasingly marketing to Japanese LGBT+ consumers.
In the interview, Morinaga discloses that the idea of a research institute solely dedicated to analyzing LGBT+ consumers was initially a hard sell to parent company Hakuhodo DY Holdings. “Management finally saw the light as diversity initiatives ahead of the 2020 Olympics picked up, realizing the growing awareness and business potential of LGBT consumers,” he said.
The Institute opened in June 2016, and by October had received data and credential inquiries from more than 100 businesses. Morinaga also discusses the feedback he’s received thus far from the community: “LGBT people have needs, too, and they benefit from businesses accommodating them. I want to help optimize relationships between companies and the community.”