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About Just out. (Portland, OR) 1983-2013 | View Entire Issue (April 6, 2007)
WfaPecQ PORTLAND'S TIN» SNOT »Ult O» ■ I G* T R l A S U R t S work for every company," said Chris Lehtonen, owner and president of the Asterix Group. “If a company cares about people, they should care about reaching the GLBTQ community. And our community, generally speaking, tends to be trendsetters, fair-minded, socially conscious and fiercely brand- loyal. Marketing to our community is good business. It’s gtxxl for brands who want to reach the whole marketplace. And it’s a smart move for businesses who want to demonstrate their commitment to diversity.” Companies the Asterix Group has worked with to market to the queer community include the American Automobile Association of California, Washington Mutual and Olivia. The group suggests that a company support the queer community and its causes. They recommend that a company ensure diversity policies within the organization. A company should be Chris Lehtonen of The Asterix Group helps teach inclusive and diverse, using language businesses how to market to the queer community. and imagery that is not hetero-exclusive. neighborhood as much as 1 can,” he said. As a culi While queer images and themes are encouraged, nary artist, Pierce takes pride in many of his dish Astrix Group advises that companies should avoid es, including his smoked salmon eggs Benedict with advertising with stereotypes. Lehtonen also sug pear and sage hollandaise sauce. gests a company schedule professional sensitivity From the comfortable chairs and warm atmos training for its employees about queer issues. phere to homemade hamburger buns, ketchup and Lehtonen said that, like any other consumer organic potato chips, Pierce said he tries to have segment, the queer community changes. To stay respect for people by feeding them a quality, abreast of these changes, she and her diverse staff healthy product. constantly ask questions of queer individuals and Francis Restaurant is open from 7 a.m. to 3 p.m. groups around the country. According to Tuesday through Sunday and for dinner on last Lehtonen, 36 percent of Fortune 500 companies Thursdays. For more information call 503-288-8299 are marketing to the queer community and that or visit www.francisrestaurant.com. number is rapidly increasing. She said this not only helps the companies but promotes our community. Business Promotes Queer Marketing “It increases our visibility and ‘normalizes’ us in The Asterix Group, a gay-owned brand adver the general market,” said Lehtonen. “Someday it tising agency, opened its Portland office in 2002. will be the norm to see gay images in advertising, Since then, the group has helped companies build not the exception. We’ll be right there with all the relationships with their audiences by marketing to smiling people in the bank windows—only we’ll be the queer community. queer.” “GLBTQ people represent about 10 percent of For more information call 503-245-0039 or visit www.asterixgroup.com. © the population and belong to every family and i * Intimate and quiet oceanfront suites. • All suites have private balconies ■ overlooking the beach, with free 8 High-Speed Internet, and Satellite TV Visit our UNIQUE GIFTS x ARTIST GALLERY website for more information : www.avista-d-mar.com BRIDGETOWN F REALTY 1 Great Healthcare Happy People! Ilridge City... Your Clinic That Cares! F amily northwest VINTAGE COLLECTABLES B ridge C ity M edical C linic , PC -r --------------------------------- --------- PGE Delivers Diversity Summit Portland General Electric’s Diversity Summit 2007, “From Global Vision to Local Action,” gives participants the opportunity to hear from leading voices on inclusive workplace environments. This year, a workshop by San Francisco-based Out & Equal Workplace Advocates offers insight into the impact of homophobia and other issues of impor tance to the sexual minorities community. Ariana White, a spokeswoman for PGE, said rhe company has long advocated for promoting a welcoming environment for its employees. "As a Portland-based company, we have several people in our work force that are part of the LGBT community. It’s important that they feel open and accepted.” According to White, the summit and workshop provides tools, steps and examples of how to create a more inclusive work environment. “We are excited to have Amy Andre come and provide information on what to do to overcome the effects of continued homophobia," White said. Andre, an Out & Equal training manager, said she conducts trainings for businesses from Fortune 500 companies to nonprofit organizations about the ways they can be at the forefront of creating work place equality. “There is a portion in the training when 1 ask the audience, ‘From a federal standpoint, can a person be fired for the their sexual orienta tion?’ ” She said that 99 percent of the time, the attendees, who are mostly nonqueer people interest ed in becoming allies, answer no. “There is a gross misconception that we are legally protected,” she added. Her training makes the case that it is gcxxl for business to create protection from discrimination where federal and most state laws do not. Continued on Page 10 Portland Development Commission (PDC) careers offer you a challenging, rewarding environment that encourages creative thinking and opportunities for growth PDC values a diverse workforce and personal professional life balance We offer competetive salaries, benefits and retirement For information about career opportunities at PDC, call Ehren Buchanan at SO J 821 3291, or go to our website ivww pdc us jobs
