The Voice of LGBT Business: More Q&A with NGLCC Co-Founder and President Justin Nelson

Yesterday, we began a conversation with National Gay & Lesbian Chamber of Commerce (NGLCC) Co-Founder and President Justin Nelson about the organization and the role of LGBT marketing in an economic downturn. Today, we conclude our conversation with Justin's thoughts on corporate engagement and future trends.

Ben Finzel: NGLCC has an enviable list of corporate partners and you've made real inroads into corporate America in just a few years. What do your partners tell you about this marketplace? What have you learned from them in terms of how to communicate the value and worth of our marketplace?

Justin Nelson: I like to start almost every conversation with “diversity also means diversifying your revenue stream.” And now that I have their attention, we can move on. The NGLCC has always understood that companies will do the right thing sometimes, but will do what makes business sense all the time. We present companies with a strong business case for being involved. The bottom line matters and educating corporate America how we fit into theirs has been paramount to our success. Along the way, many of our partners have learned that by doing the smart business thing — whether or not they knew it then — also means they are doing the right thing. This is almost the reverse of what has been talked about for so many years and by so many people. 

Ben Finzel: What do you think the future holds for the development of the gay and lesbian business community? Do you see a ceiling in terms of interest in our community or is there a broader opportunity still to be developed?

Justin Nelson: As long as there are LGBT entrepreneurs, there will be an LGBT business community and as long as there is LGBT business community, there is going to be interest. I think we will continue to see more visibility from community owned businesses that are not stereotypical “gay” businesses because of the ever increasing number of corporations that are looking to ensure parity in diversity practices by including certified LGBT owned companies as a part of corporation’s diverse supply chain. The relationship that corporate America has fostered with the broader gay and lesbian community over the last 15 years has been extraordinary, and is still relatively new – we anticipate that that relationship will continue to develop and change to suit the needs of not just corporate America, but of the LGBT community as well.

Ben Finzel: Other than the overriding concerns about the state of the economy, what trends do you see in the marketplace over the next five years? 

Justin Nelson: In tandem with concerns about the state of the economy, I believe we will continue to see an increased importance placed on proven results. Companies want to be sure they are getting what they are asking for — and more importantly -- paying for. I believe we will see somewhat of a redefining of what a partnership means. I am pleased to say that we are leading the way in that redefinition right now by continuing to drive value to all NGLCC stakeholders, including Corporate Partners. Our philosophy is simple --that it is not just about what you do for us, but what we do for you! I also think we will see a continued increase in micro marketing with in the segment. Companies will be looking beyond the homogenous LGBT label at specifically reaching lesbian consumers, gay consumers, trans consumers, etc.

Ben Finzel: Justin, thank you for giving us so much to think about, particularly in these challenging economic times. We’ll continue to look to you for insight and would welcome the opportunity to talk with you again.

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