[nathan_compton]

This is what you often see LGBTQ+ (the plus means anyone marginalized). Yes, it typically has to do with gender or sexual differences but that is pretty much marketing. It is easier to organize if you have a relatively clear community.

[Tagbert]

Groups have always had ways to define who was part of the group whether that group was political, religious, or a group of gamers. Calling it "marketing" sounds a little dismissive.