{"id":995,"date":"2021-11-10T18:06:25","date_gmt":"2021-11-10T21:06:25","guid":{"rendered":"http:\/\/lalidis.com.br\/?p=995"},"modified":"2021-11-10T18:06:25","modified_gmt":"2021-11-10T21:06:25","slug":"voce-sabe-o-que-e-pink-money","status":"publish","type":"post","link":"https:\/\/lalidis.com.br\/index.php\/2021\/11\/10\/voce-sabe-o-que-e-pink-money\/","title":{"rendered":"Voc\u00ea sabe o que \u00e9 &#8220;Pink Money&#8221;?"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">A express\u00e3o em ingl\u00eas \u201cpink money\u201d vai muito al\u00e9m da sua tradu\u00e7\u00e3o literal para o portugu\u00eas (dinheiro rosa). Basicamente, o pink money se refere ao poder de compra da comunidade LGBTQIA+, o potencial de consumo de produtos e servi\u00e7os dessa parcela da popula\u00e7\u00e3o. Estudos mostram que ao menos 10% da popula\u00e7\u00e3o mundial \u00e9 LGBT, e o censo do IBGE de 2010 indicou que casais homoafetivos t\u00eam cerca de duas vezes mais renda que os casais heterossexuais, al\u00e9m de gastarem, em m\u00e9dia, 30% a mais. Logo, o pink money \u00e9 bastante significativo para o mercado e a economia mundial.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Al\u00e9m de ser um importante aspecto no que diz respeito \u00e0 compreens\u00e3o da gera\u00e7\u00e3o de emprego, renda, poder aquisitivo e tend\u00eancias de consumo do movimento LGBT, o pink money movimentou, apenas no Brasil, cerca de 420 milh\u00f5es de reais em 2020, de acordo com uma pesquisa realizada pelo Instituto Brasileiro de Diversidade Sexual (IBDSEX). Entre um dos fatores para essa tend\u00eancia, \u00e9 poss\u00edvel citar os diversos h\u00e1bitos de consumo. Setores como turismo, entretenimento e as atividades de lazer, assim como tecnologia e vestu\u00e1rio.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Mas falando de pink money, \u00e9 importante tamb\u00e9m frisar um outro conceito, derivado do primeiro: o pinkwashing. O termo pinkwashing, ou \u201clavagem rosa\u201d em portugu\u00eas, \u00e9 um termo de muitos significados que vem sendo relacionado \u00e0 apropria\u00e7\u00e3o dos movimentos de liberdade sexual e de g\u00eanero, com o \u00fanico intuito de autopromo\u00e7\u00e3o, considerando que, dentro dessas empresas ou organiza\u00e7\u00f5es, se encontram preconceitos e a falta de pol\u00edticas realmente inclusivas.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Para as marcas, abra\u00e7ar a comunidade se tornou um movimento muito lucrativo, tanto financeiramente falando quanto em termos de <\/span><i><span style=\"font-weight: 400;\">branding.<\/span><\/i><span style=\"font-weight: 400;\"> De acordo com uma publica\u00e7\u00e3o de 2019 do Inova Social, os <\/span><i><span style=\"font-weight: 400;\">millenials <\/span><\/i><span style=\"font-weight: 400;\">costumam ignorar comerciais e publicidades, mas sua grande maioria realmente se importa com marcas que, de alguma forma, dialogam com eles e contribuem para a sociedade. Ainda de acordo com essa mesma publica\u00e7\u00e3o, com 65% dos <\/span><i><span style=\"font-weight: 400;\">millenials <\/span><\/i><span style=\"font-weight: 400;\">e apenas 48% dos membros da Gera\u00e7\u00e3o Z se identificando exclusivamente como heterossexuais, faz bastante sentido que as marcas declarem seu apoio \u00e0 comunidade LGBTQIA+.<\/span><\/p>\n<div class=\"pvc_clear\"><\/div>\n<p id=\"pvc_stats_995\" class=\"pvc_stats all  \" data-element-id=\"995\" style=\"\"><i class=\"pvc-stats-icon medium\" aria-hidden=\"true\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"far\" data-icon=\"chart-bar\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\" class=\"svg-inline--fa fa-chart-bar fa-w-16 fa-2x\"><path fill=\"currentColor\" d=\"M396.8 352h22.4c6.4 0 12.8-6.4 12.8-12.8V108.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v230.4c0 6.4 6.4 12.8 12.8 12.8zm-192 0h22.4c6.4 0 12.8-6.4 12.8-12.8V140.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v198.4c0 6.4 6.4 12.8 12.8 12.8zm96 0h22.4c6.4 0 12.8-6.4 12.8-12.8V204.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v134.4c0 6.4 6.4 12.8 12.8 12.8zM496 400H48V80c0-8.84-7.16-16-16-16H16C7.16 64 0 71.16 0 80v336c0 17.67 14.33 32 32 32h464c8.84 0 16-7.16 16-16v-16c0-8.84-7.16-16-16-16zm-387.2-48h22.4c6.4 0 12.8-6.4 12.8-12.8v-70.4c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v70.4c0 6.4 6.4 12.8 12.8 12.8z\" class=\"\"><\/path><\/svg><\/i> <img loading=\"lazy\" decoding=\"async\" width=\"16\" height=\"16\" alt=\"Loading\" src=\"https:\/\/lalidis.com.br\/wp-content\/plugins\/page-views-count\/ajax-loader-2x.gif\" border=0 \/><\/p>\n<div class=\"pvc_clear\"><\/div>\n ","protected":false},"excerpt":{"rendered":"<p>A express\u00e3o em ingl\u00eas \u201cpink money\u201d vai muito al\u00e9m da sua tradu\u00e7\u00e3o literal para o portugu\u00eas (dinheiro rosa). Basicamente, o<\/p>\n","protected":false},"author":1,"featured_media":996,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[89,87],"tags":[202,240,241],"class_list":["post-995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-de-tudo-um-pouco","category-materias","tag-lgbt","tag-lgbtqiap","tag-pink-money"],"a3_pvc":{"activated":true,"total_views":3216,"today_views":0},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Voc\u00ea sabe o que \u00e9 &quot;Pink Money&quot;? - LALIDIS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lalidis.com.br\/index.php\/2021\/11\/10\/voce-sabe-o-que-e-pink-money\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Voc\u00ea sabe o que \u00e9 &quot;Pink Money&quot;? - LALIDIS\" \/>\n<meta property=\"og:description\" content=\"A express\u00e3o em ingl\u00eas \u201cpink money\u201d vai muito al\u00e9m da sua tradu\u00e7\u00e3o literal para o portugu\u00eas (dinheiro rosa). 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