.gay domains are a new way for LGBTQ people, organisations, businesses, and allies to connect online.
Inclusivity and acceptance of LGBTQ people is a sign of advancing civil rights, and it’s also good for brands and businesses.
Today, customers expect the brands they respect to advance social good in addition to creating useful products and services.
When companies use their brand to support LGBTQ equality in the public sphere, younger consumers such as Millennials and Gen Z are particularly likely to develop brand loyalty. Using a .gay domain is a powerful communications tool for broadcasting corporate allyship.
Obviously, .gay domains make sense for LGBTQ-owned businesses that specifically cater to their communities. But even businesses that don’t centre their brand around LGBTQ communities can prove an ongoing commitment to the welfare of LGBTQ people by utilising a .gay site.
It’s a new era of allyship and .gay domains are the place to start for businesses that want to build trust, rapport, and brand loyalty within LGBTQ communities.
Why are .gay domains special?
.gay domains let people and organisations of any size engage with LGBTQ communities, offer services, and show authentic allyship. This visibility comes not just from the domain itself, but from the registry’s policies that make .gay a safer, supportive, and uplifting digital space.
.gay cares: Safer online
The registry’s “.gay Rights Protections” are industry-leading policies that prohibit homophobic, anti-LGBTQ usage and provide specific remedies for domains that intentionally harm or malign LGBTQ people. Known hate groups and their members are banned, and sites with forums must have moderation to enforce these protections.
.gay gives: Safer offline
The registry is further ensuring that .gay domains do good by tying every new registration to a donation to LGBTQ non-profits. 20% of that revenue will fund critical work within LGBTQ communities.
The inaugural .gay beneficiaries are CenterLink and GLAAD. CenterLink is an umbrella organization for over 250 community centres around the globe that provide essential services to LGBTQ people, and GLAAD is one of the most prominent advocacy organizations working to ensure that LGBTQ people are treated with respect and dignity in the media. In April 2020, .gay donated a total of $34,400 to the two organisations, which represents donations from initial sales before the public launch!
What can .gay do for your brand?
Pride in the age of social distancing
Social distancing has made our lives more online than ever. LGBTQ people, especially those rejected by their families, rely on “chosen families” — community members who accept and support each other. Community centres, bars, nightclubs, and arts venues have long facilitated these connections, and .gay domains provide a digital alternative where LGBTQ communities can continue to connect — and engage with businesses — online.
Everlasting Pride with .gay domains
Pride events are an important way to show support, but .gay domains let you celebrate Pride every day. Companies can create a digital Pride hub, extending campaigns beyond June and keeping the message visible year-round. Once in-person events return, your .gay domain can appear on banners, signage, and swag, giving audiences an easy way to learn more about your inclusive brand.
LGBTQ-inclusive brand positioning
A .gay domain makes your marketing more meaningful because of the registry’s commitment to LGBTQ communities. Small businesses can use it to carve out a distinctive niche and secure a short, memorable domain that signals support for LGBTQ people — proving inclusivity is good for business.
Industries with LGBTQ customers
LGBTQ people are significant contributors to the vibrancy of certain industries. Businesses in these industries, whether large or small, can all benefit from prioritizing LGBTQ audiences with a .gay domain name.
☑︎ Travel & hospitality: LGBTQ travellers face unique safety concerns. Companies that cater to these needs can improve experiences and foster meaningful connections with LGBTQ tourists.
☑︎ Entertainment: Bars, nightclubs, theatres, and performance venues thrive on LGBTQ cultural contributions. Now is the time to solidify your online presence with a .gay domain.
☑︎ Health & wellness: From personal trainers to clinics and therapists, LGBTQ people need safe, affirming support. A .gay site helps reach and reassure clients.
☑︎ Media: News, commentary, and reporting for LGBTQ audiences are easier to connect with using a .gay domain, whether for activism, arts, or entertainment coverage.
What can .gay do for your office?
While .gay domains clearly have many benefits for external PR and marketing applications, they are equally valuable within a business’s internal operations.
Inclusive hiring and recruiting
A .gay domain can highlight LGBTQ diversity and inclusive policies, boosting credibility and helping attract top talent. Extending benefits to LGBTQ partners also positions your company as a leader in areas lacking legal recognition.
A digital home for LGBTQ employee groups
Your employees are your first audience for allyship. Using a .gay domain to provide an online space for LGBTQ colleagues helps build their presence, voice, and connection within the company.
Get your .gay domain now
.gay domains are now available worldwide, giving your brand a chance to affirm LGBTQ inclusion. With digital accessibility more important than ever, a .gay domain offers an easy-to-identify home for LGBTQ content online. Act now to secure your desired .gay domain name with 123 Reg, and participate in a vibrant social movement that does good for LGBTQ communities.
