Customer harassment against LGBTQ workers: highlighting its uniqueness as a group-based customer harassment

Abstract

PurposeThe authors aimed to identify the nature of customer harassment against lesbian, gay, bisexual, transgender, and queer (LGBTQ) workers.Design/methodology/approachThe authors analyzed data from in-depth interviews with 30 LGBTQ service workers in the United States who had recently experienced customer harassment.FindingsAmong various forms of customer harassment LGBTQ workers reported, some showed commonalities with previously reported cases of race-based and gender-based customer harassment. However, other cases highlighted unique aspects of LGBTQ-based customer harassment—customers morally condemned their LGBTQ identities, refused their service while displaying emotional disgust, and made sexual advances while imposing sexual stereotypes and fantasies about LGBTQ people. Experiences of customer harassment varied across subgroups of workers who had specific sexual and gender identities, and LGBTQ workers of color were harassed for their LGBTQ and racial identities simultaneously.Originality/valuePast research on group-based customer harassment has focused on incidents against straight, cisgender women and workers of workers of color, but the present study identified the nature of customer harassment that targeted workers' LGBTQ status.

Authentic brand positioning or woke washing? LGBTQI+ consumer perceptions of brand activism

“…Since community experience and levels of acceptance of homosexuality differ across the world, this research also advances the field of knowledge by shedding light on consumers in a specific region. They may have different experiences in the LGBTQIþ community than their peers in Europe and North America, who are the focus of most studies that consider this consumer segment (Demunter and Bauwens, 2023;Ueno et al, 2023). Finally, these analyses also enable us to reflect on the desired future regarding issues of gender, sexuality and identity, which despite being topics that have always existed, are more "current" than ever.…”

“…Since community experience and levels of acceptance of homosexuality differ across the world, this research also advances the field of knowledge by shedding light on consumers in a specific region. They may have different experiences in the LGBTQI+ community than their peers in Europe and North America, who are the focus of most studies that consider this consumer segment (Demunter and Bauwens, 2023; Ueno et al. , 2023).…”

“…From an expanded branding perspective, a brand can play a role in social change by adopting an approach that not only focuses on profit but is also driven by a purpose (Swaminathan et al, 2020). Understanding the meanings inherent in brand activism and how brands can authentically improve their relationship with the LGBTQIþ community is fundamental in current discussions about diversity and inclusion in the marketplace (Ciszek and Pounders, 2020;Ueno et al, 2023).…”

“…Although there are studies focusing on this social group (Pichler et al, 2017), they are relatively recent in the field of marketing. Some studies have analyzed LGBTQIþ inclusive advertisements and consumer reactions (Eisend and Hermann, 2019;Oakenfull and Greenlee, 2005), while others have investigated the negative reaction of heterosexual consumers to the position adopted by a brand, consumer harassment of LGBTQIþ employees (Ueno et al, 2023), aspects that are related to perceived brand authenticity (Ciszek and Pounders, 2020), advertisements (Demunter and Bauwens, 2023), or consumption experiences (Chauhan et al, 2021). The perception of LGBTQIþ consumers regarding brand activism, however, is still lacking a deeper understanding (Oakenfull and Greenlee, 2005;Ciszek and Lim, 2021).…”

“…, 2020). Understanding the meanings inherent in brand activism and how brands can authentically improve their relationship with the LGBTQI+ community is fundamental in current discussions about diversity and inclusion in the marketplace (Ciszek and Pounders, 2020; Ueno et al. , 2023).…”