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Amazon doesn’t keep LGBT outreach in stock

Critics say behemoth lacks marketing, philanthropy footprint in community

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Amazon, gay news, Washington Blade
A rare ad from Amazon in an LGBT-identified publication.

From books to booze to pop-up tents to toiletries, tell Amazon what you want, and they’ll deliver almost anything — except a straight answer about their outreach to the LGBTQ+ community, as it pertains to advertising, marketing, and communication.

“Hi Scott – we don’t have anything to share at this time. Thanks!”

Peppy use of the exclamation point notwithstanding, Amazon public relations representative Mackenzie Ritter’s sole substantial reply (if one can say that of a 12-word email) to this reporter’s weeks-long request for comment cut like the whirling blades of a failed drone delivery test.

“We don’t provide details regarding our marketing programs – you can find out more about how we support the LGBTQ community here,” said Mackenzie in a quote attributed directly to Amazon, which arrived a few hours after one final appeal.

Follow that link and you’ll find “carefully considered and deeply held” progressive positions on everything from the federal minimum wage to immigration reform to heat-induced climate change.

It’s the LGBTQ+ rights section, however, that gives credence to the sticking point of Troy Masters, publisher and editor of the Los Angeles Blade (the Washington Blade’s sister publication).

Amazon cites its “early and strong support of marriage equality” and ongoing commitment to “advocate for protections and equal rights for transgender people,” noting they “stand together with the LGBTQ community,” and crowing about their “perfect score” on the Human Rights Campaign Foundation’s Corporate Equality Index for the last three years.

Standing together with our community, says Masters, must translate into direct engagement, by going beyond providing gender transition benefits to employees or advocating for legislation at the federal and state level (both of which Amazon does).

“I am unaware that they have a marketing or philanthropy footprint inside our community,” says Masters. “They don’t seem hostile, but they are not an active flag-raiser, except perhaps via employee groups at very select events. To me, that kind of marketing is dark marketing — it’s dark because it is not at all inclusive.”

Now there’s a zinger Masters says can be applied to “every other company like them, every company that chooses to rub elbows at our multi-million dollar fundraisers, make a relatively small donation, buy a table at an event, and get their LGBT employees drunk for a night. It’s an offensive strategy, in my opinion, if it is not backed up with general community-wide visibility and outreach.”

“They’re missing the chance to reinforce their already pretty good reputation in the gay community,” says Pride Source Media CFO Jan Stevenson, who, along with her wife, Susan Horowitz, has been publishing Michigan’s weekly newspaper, Between the Lines, for 26 years. “The demographic of the gay community tends to be very close to Amazon’s ideal customer. We’re first adopters. We’re loyal. Even aside from the social aspect of it, I just think it makes good business sense.”

Stevenson recalls attempting to engage Amazon, which has “a huge distribution facility not far from our offices. When they were doing ‘Help Wanted,’ we approached them about ads, but they didn’t take us up on it.”

Masters has a similar tale of unsuccessful outreach at the local level.

“I attempted to get live-streaming release ads from Amazon video,” he says, “since they own nearly every billboard in Los Angeles and they are doing a great deal of LGBT-specific or themed programming as part of their multi-billion dollar content spree in Hollywood.” 

Nationally, adds Masters, “Todd Evans and his team are the LGBT liaisons for our community, with such accounts.”

As noted in two previous similarly themed articles focusing on Apple and Starbucks, Evans is president and CEO of Rivendell Media, which places advertisements for the National LGBT Media Association. Together, the association’s members — including Boston’s Bay Windows and NYC’s Gay City News — reach an estimated 500,000 weekly print and online readers.

“In 2013,” Evans notes, “Amazon did the funny Kindle same-sex beach commercial. In 2018, they did another one for Fire TV featuring two gay men,” and also what Evans calls “the lonely ad”—a single-page print ad for Amazon’s wedding registry, in the April issue of Out Magazine.

The fact that he’s able to cite three ads that acknowledge LGBT consumers, says Evans, “is what’s different about them. They’re at least doing something, whether it’s to provoke thought or just test the waters, to see what various responses are.”

Evans says he’s surprised Amazon didn’t do a deeper dive. 

“It’s so much easier to carry it to fruition, into LGBT media, where everybody is going to be paying attention to it,” says Evans. “There are plenty of other gay publications to advertise in.”

Of the Fire TV commercial, notes Evans, “There are plenty of digital networks you could run a TV ad on today. You could even run it on Logo, where you have a super-friendly gay audience… More than most companies, they already target consumers based on buying habits. So they should have an understanding of how important the LGBT consumer is. Like Apple and Starbucks, I feel these are all good companies that just really need to be educated on how to reach large numbers of LGBTs in ‘our’ specific media.”  

One company that got, and continues to get, the message is Absolut Vodka. As of last year, Absolut had spent $31 million on LGBTQ marketing, and donated over $40 million to gay and lesbian charities.

Unlike Apple, Starbucks, and Amazon — none of which responded to our outreach with detailed comment — Absolut Vice President Regan Clarke was quick to respond, noting Absolut “was the first spirits brand to publicly support the LGBTQ community, beginning in 1981.”

Clarke called that move, unheard of for its time, “a risky decision for mainstream brands, because taking a stand for equality meant risking backlash from conventional culture. Today, Absolut is proud to stand as a beacon of diversity and inclusivity alongside LGBTQ communities, and continues to push the envelope of cultural progress – while celebrating and supporting the people and actions that have made that progress possible.”

It’s a far cry from the Amazon approach, says Masters, who is confounded by the chasm between knowledge and action.

“They know we are customers,” says Masters, of Amazon. “They believe in marketing, and they even believe in targeted marketing — yet they exclude us intentionally while also appearing to embrace us. It’s been happening much too long, this equation of elite support. We need to reel it in before our own media cease to exist and our journalistic voice is replaced by rubber chicken dinners at five-star hotels.”

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Real Estate

Down payment strategies: Financing your home purchase 

Understanding the options key to unlocking the door to a dream home

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Looking for your dream home? First, you need to understand how to make the down payment.

Navigating the path to homeownership can be a complex journey, especially when it comes to accumulating the necessary down payment. For members of our LGBTQ community, understanding the available options for saving and financing this crucial aspect of home buying is key to unlocking the door to their dream home. Let’s explore effective methods and resources specifically designed to support LGBTQ individuals on their path to homeownership.

Traditional Savings Strategies

Saving for a down payment often begins with traditional methods such as setting aside a portion of your income into a dedicated savings account. High-yield savings accounts and automated savings plans, some offering up to 5% interest in today’s market, can expedite the process, providing a disciplined approach to accumulate funds over time. Additionally, exploring investment opportunities that match your risk tolerance can offer potential growth for your down payment savings.

Down Payment Assistance Programs

A variety of down payment assistance programs exist to help homebuyers with their initial costs. These programs often offer grants or low-interest loans to first-time homebuyers or those who haven’t owned a home in the past three years. 

It’s essential to speak with a GayRealEstate.com agent to determine what programs may be available, plus online research into local and state assistance programs, as many are designed to support individuals in specific communities, including the LGBTQ+ community.

For medical professionals, police, teachers, firefighters, and other community heroes, there are several special loan and assistance programs designed to help with home purchases, often offering benefits like down payment assistance, reduced closing costs, and more favorable loan terms.

The Hero Home Loan Program provides first responders, including police officers, firefighters, and paramedics, with benefits such as lower interest rates and reduced closing costs. This program aims to make homeownership more accessible by offering more flexible credit score requirements and down payment assistance .

For educators, firefighters, law enforcement officers, and medical professionals, the Everyday Hero Housing Assistance Fund (EHHAF) offers closing cost assistance through gift funds. This program is designed to support those who serve their communities by making homeownership more affordable, with no repayment required for the grant funds​​.

The HUD Good Neighbor Next Door Program offers up to 50% off the list price of homes for law enforcement officers, pre-Kindergarten through 12th-grade teachers, firefighters, and emergency medical technicians. This initiative aims to encourage community revitalization by assisting these professionals in homeownership within the communities they serve​​.

Homes for Heroes provides assistance specifically to first responders and offers significant savings through Hero Rewards when buying, selling, or refinancing a home. On average, participants save $3,000, with the program offering real estate and mortgage specialist connections tailored to the needs of first responders​​.

LGBTQ-Friendly Lending Options

Finding a lender that understands and supports the unique needs of our LGBTQ community can make a significant difference. Some lenders and organizations specialize in offering inclusive financial products and resources to assist LGBTQ+ homebuyers. These may include specialized mortgage products, financial planning services, and guidance through the home buying process.

The journey to homeownership is a milestone that requires careful planning and support. Remember, every step taken towards saving and financing your home purchase brings you closer to the dream of homeownership.

(GayRealEstate.com offers valuable resources and advice tailored to meet the unique needs of our LGBTQ+ community in their journey towards homeownership. For more comprehensive guidance and support in navigating the home buying process, visit GayRealEstate.com choose an agent and start a no-obligation conversation today.)

Jeff Hammerberg is founding CEO of Hammerberg & Associates, Inc. Reach him at [email protected].

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Real Estate

Turn your bare walls into captivating focal points

Paint, wallpaper, statement installations and more

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Whether you prefer artwork, paint, wallpaper, or statement walls, there are countless ways to adorn and decorate your walls.

Are you tired of gray walls and white kitchen cabinets with white granite or marble countertops? Have you gone back to the “Builder Beige” that was popular in the ‘90s?

Your walls are the blank canvases of your home, waiting to be transformed into stunning expressions of your personality and style. Whether you prefer vibrant artwork, paint, eye-catching wallpaper, or statement walls, there are countless ways to adorn and decorate your walls to elevate your space. Here’s a guide to help you turn those bare walls into captivating focal points. 

Wallpaper: Wallpaper has again become a versatile option for adding texture, pattern, and color to your walls. Whether you prefer subtle designs or bold prints, there’s a wallpaper to suit every taste. 

It now even comes in peel and stick rolls, so you don’t have a mess of water and paste. For some new designs, check out www.spoonflower.com

Before selecting wallpaper, consider the scale of your room and the atmosphere you want to create. For small spaces, opt for light, airy patterns to make the room feel more spacious. Conversely, in larger rooms, you can go bold with intricate designs or vibrant colors to make a statement. Don’t be afraid to mix and match wallpaper with paint, or even wallpaper the ceilings for a unique and dynamic look.

Statement Walls: Statement walls are a bold way to add personality and drama to any room. From accent paint colors to textured finishes, the possibilities are endless. Consider using a contrasting color or texture to highlight a specific wall and create visual interest. For a contemporary touch, try incorporating geometric patterns or asymmetrical designs with strips of wood. Hand-painted murals are another option for creating striking statement walls. Choose a mural that reflects your interests or transports you to another world for a truly immersive experience.

Paneling/Brick: The shiplap phase may be dying out, but there are still many ways to use wood and paneling in your wall décor. Reclaimed wood is a popular option, as are wood slats such as the ones found at www.woodpanelwalls.com. Use them on walls or ceilings, or as a background for wall-mounted televisions and sconces. Amazon also has lots of options for wood veneer available and exposed brick is popular in many contemporary homes. If you don’t have a brick wall to uncover, select from options such as lightweight faux brick or stone.

Artwork: Art has the power to breathe life into any room. When choosing artwork, consider pieces that resonate with you personally and complement your existing décor. Experiment with a mix of styles, sizes, and mediums to create visual interest. Hang artwork at eye level to ensure it is easily visible and balanced within the space. Enhance gallery walls by arranging multiple pieces in a cohesive layout. Remember that art is subjective, so whether you choose an inexpensive poster or a gallery quality painting, select pieces that speak to you.

Photo Displays: Showcase your favorite memories and moments with a curated photo display. Whether it’s a collection of family photos, travel snapshots, or artistic prints, arranging photos on your walls adds a personal touch to your space. Try out different frames, sizes, and layouts to create a gallery-style display that reflects your unique style. It makes a nice presentation on that odd wall going up your stairs. 

Mirrors: Mirrors are not only functional but also serve as decorative accents that can enhance the visual appeal of any room. Strategically placing mirrors on your walls can create the illusion of space, brighten dark corners, and reflect natural light. Choose mirrors with interesting frames or shapes to add an extra layer of style to your décor. Try different sizes and arrangements to find the perfect balance between form and function.

Textile Hangings: Textile hangings are a bohemian-inspired alternative to traditional wall art. From tapestries to woven rugs, textile hangings add warmth, texture, and color to your walls. Hang a large tapestry behind your bed as a dramatic headboard alternative or layer smaller textiles with framed artwork for a cozy, eclectic look. Consider mixing and matching different textures and patterns to create visual depth and dimension.

Adorning and decorating your walls is a creative and personal process that allows you to infuse your space with personality and style. The key is to trust your instincts and have fun with the process. Use different techniques, colors, and textures until you find the perfect combination that speaks to you and transforms your walls into works of art. With a little imagination and creativity, you can turn any blank wall into a stunning focal point that reflects your unique taste and aesthetic.

Valerie M. Blake is a licensed Associate Broker in D.C., Maryland, and Virginia with RLAH Real Estate/@properties. Call or text her at 202-246-8602, email her via DCHomeQuest.com, or follow her on Facebook at TheRealst8ofAffairs.

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Real Estate

No, you really don’t have to put down 20 percent

There are many options when financing your new home

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When buying your home, there are alternatives to the old 20 percent down requirement.

I was just out at brunch this weekend (I know a gay in D.C. at brunch — groundbreaking). Anyway, I was at brunch and naturally the subject of real estate came up and your boy’s ears perked up and as the resident real estate expert at the table, some of the newcomers were making conversation about some open houses they had been to in the past few weekends, some trends they had seen that they hated that developers seem to continually do in the D.C. area, how unaffordable things are and some comments about where the best areas to invest are in D.C. I just sat and listened while eating my food, which was rather under seasoned, but I digress. The one comment that came up several times that really got me was the affordability comment and what it was based around. It might very well shock you.

When we speak about affordability in the District we are typically speaking to the price of real estate and how expensive it is to purchase a place here in D.C. However, for this conversation – the affordability factor in particular that I was hearing about that piqued my interest was the specific line item of “we have to put down X as a down payment to purchase a home.” The consensus at this brunch table and even when speaking to some buyers on a daily basis is that you must put down 20% to purchase a home. While there are some perks to this, yes. The fact that you MUST put that amount down is just not true. When my parents purchased their first home for $60,000 it was much easier to put down 20% versus a first-time buyer in D.C. putting down 20% for a $600,000 purchase. Furthermore, most buyers are staying in their homes for as little as six years, according to the National Association of Realtors. If you do the math – does it make sense, for your personal situation, to put down 20% versus 5% or 10%? Yes, that’s right – you can purchase a home for as little as 5% down and in some cases as little as 3% down.

When my husband, who was a first-time homebuyer in D.C., purchased his condo, he was able to put down 3% and qualify for a conventional loan. We will stay in this condo for under the average 7-10 years so putting anything more than 3% down for our personal situation just didn’t make sense. Now, because we didn’t put 20% down we pay what is known as PMI, or private mortgage insurance, however it was still worthwhile for him to save the capital and only put the 3% down and pay the small PMI amount monthly as he could put the rest of the 17% he didn’t put into a house in an investment account to yield more. Again, he was a first-time buyer in the District so he qualified for a 3% down loan and the numbers made sense for him. Everyone’s personal situation is different.

According to a 2023 report from the National Association of Realtors the average down payment for a home was 15% while the average down payment when looking at first time buyers was right around 5%. Again, each situation is specific to each person, their credit, finances, debt to income ratio etc., so there is really no recipe that fits every single buyer. It is important to work with a local lender to ensure that you are well qualified and understand which loan packages are out there for you that make the most sense for you so that when you do find that home you are ready to go.

I say all of this to say that gone are the days when you are required to put down 20% in most cases. Depending on the loan type and loan amount – you likely can get away with putting down 5-15% down and save some funds for upgrading from that tragic Ikea dresser from college or hiring a painter because let’s be real, you are not a professional. Like with most things in life you can pick and choose the things that are right for you and a mortgage and its down payment are exactly that same. If you would like to and can put down 20% for a mortgage then please do so – however if you want to get out from under the power and money hungry landlord and buy a condo where you are paying yourself back with equity – you can do so in a manner that is much more affordable than you may have thought possible – especially if you are a first-time buyer in D.C.

Justin Noble is a Realtor with Sotheby’s international Realty licensed in D.C., Maryland, and Delaware for your DMV and Delaware Beach needs. Specializing in first-time homebuyers, development and new construction as well as estate sales, Justin is a well-versed agent, highly regarded, and provides white glove service at every price point. Reach him at 202-503-4243,  [email protected] or BurnsandNoble.com.

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