Reprentg Fifty Shas of Gay the LGBTQ+ Marketplace

Contents:

• REPRENTG FIFTY SHAS OF GAY THE LGBTQ+ MARKETPLACE
• WHY MARKETG TARGETED AT GAY AND LBIAN NSUMERS OFTEN MISS S MARK

REPRENTG FIFTY SHAS OF GAY THE LGBTQ+ MARKETPLACE

Lbian, gay, bisexual, transgenr and queer populatn is projected $917 billn (Huffgton Post: Weck Communutns 2015 Study). Packaged Facts Report: The Gay and Lbian Market the U. 6% of Amerins intify as lbian, gay, bisexual, transgenr, or queer, acrdg to a new Gallup report.

WHY MARKETG TARGETED AT GAY AND LBIAN NSUMERS OFTEN MISS S MARK

Sce the dawn of the polilly-motivated “Dream Market” the 1990s, whe, affluent, gay mal uld expect to see themselv gay prt magaz and onle portals, natnal ad mpaigns the media, and, creasgly, mastream media, particularly televisn and news media, while advertisers left the rt of the LGBTQ+ populatn, cludg all people of lor, out the ld. The Ls, Bs, Ts, and Qs were expected to see themselv reprented by advertisg to whe gay mal and be thankful for the visibily. Alternately, marketers were unapologetilly pursug the gay male dollar and had ltle regard for the rt.

Clarify advocy and reprentatn In recent years, some advertisers have shifted away om “reprentg” all LGBTQ+ nsumers wh imag of gay mal towards advertisg that highlights the stggl of transgenr dividuals. For s, the advertisg dtry has neglected female members of the LGBTQ+ populatn wh a bias towards gay mal; this even though femal are more likely than mal to intify as LGBTQ+. Dpe the fact that a greater number of lbian upl have children than do gay men, gay men actually tend to be more equently portrayed wh fai pared to lbian upl.