Hallmark Capitalizes on Ellen DeGeneres' Marriage
Rose A. Valenta — August 21, 2008 — Lifestyle
References: financecast.net
After Ellen DeGeneres and Portia de Rossi tied the knot, the media was abuzz with gay marriage, and Hallmark wasn't ready to miss out.
Hallmark recognizes what most U.S. States don'’t:– same-sex marriage is important to a lot of people. As one of the country's leading greeting card companies, Hallmark is keeping one step ahead of the competition by rolling out same-sex wedding cards, including one that has two tuxedos (pictured), overlapping hearts, and intertwined flowers. They use generic wording inside such as "Two hearts, One promise."
"It's our goal to be as relevant as possible to as many people as we can," Hallmark spokeswoman Sarah Gronberg Kolell said.
The Williams Institute at the UCLA School of Law estimates that 120,000 same-sex couples will marry in the State of California alone during the next three years. Keeping up with marriage trends means millions of potential dollars for industry businesses such as Hallmark.
Hallmark recognizes what most U.S. States don'’t:– same-sex marriage is important to a lot of people. As one of the country's leading greeting card companies, Hallmark is keeping one step ahead of the competition by rolling out same-sex wedding cards, including one that has two tuxedos (pictured), overlapping hearts, and intertwined flowers. They use generic wording inside such as "Two hearts, One promise."
"It's our goal to be as relevant as possible to as many people as we can," Hallmark spokeswoman Sarah Gronberg Kolell said.
The Williams Institute at the UCLA School of Law estimates that 120,000 same-sex couples will marry in the State of California alone during the next three years. Keeping up with marriage trends means millions of potential dollars for industry businesses such as Hallmark.
Trend Themes
1. Same-sex Wedding Industry - Entrepreneurial and innovative businesses exploring opportunities in the same-sex wedding industry can capitalize on this expanding market.
2. Personalized Greeting Cards - The demand for personalized greeting cards that cater to different groups is growing, providing an opportunity for new disruptors in the greeting card industry.
3. LGBTQ+ Representation - Incorporating LGBTQ+ representation in products and marketing can help businesses reach previously underrepresented demographics and increase brand loyalty.
Industry Implications
1. Greeting Card Industry - Innovative businesses in the greeting card industry can capture a growing market by creating personalized and inclusive greeting options.
2. Wedding Industry - The wedding industry can expand and diversify their offerings to include same-sex couples, catering to a previously untapped market.
3. Marketing and Advertising Industry - Marketing and advertising agencies can help businesses tap into the growing demand for LGBTQ+ representation by creating campaigns that appeal to diverse audiences.
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