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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. ©
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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
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