CMI's LGBT Consumer Inx is a prehensive and mographilly reprentative LGBT nsumer study wh over 30,000 survey participants. This report explor motivatns, preferenc and sensivi, and tracks nsumer trends the gay and lbian market.
Contents:
- REPRENTG FIFTY SHAS OF GAY THE LGBTQ+ MARKETPLACE
- COMPANI BEG MARKETG TO GAY MARKET
- GAY & LBIAN CONSUMER INX STUDY
REPRENTG FIFTY SHAS OF GAY THE LGBTQ+ MARKETPLACE
The promise and perils of marketg to the gay muny | Bs * marketing to gay and lesbian community *
Buy now om Amazon | Barn & Noble | IndieBound | Apple BooksIf you're gog to go where the money is—to pursue the greatt spendg power—you'll be jog an ever-creasg number of pani (still somewhat quietly) reachg out specifilly to lbian, gay, bisexual, transgenr, and queer nsumers. If, for your own nonbs reasons, you have no tert or willgns to liberately and specifilly market to affluent gays and lbians, jt know 's a bad bs cisn and, if you're nng a bs which there are shareholrs other than yourself, a fislly irrponsible cisn. To the ntrary, they nsistently reward those marketers who make a special pot of signg unique advertisg to appear the publitns only they read and creatg pecially gay-iendly sal and bs environments.
Quick Market Facts Rearch verifi that 80% of gay people have above the natnal average; 40% earn more than $100, 000. For stance, Harrah's Entertament started aggrsively marketg to gay men 18 months after the extensive rearch revealed they spend an average of 30% more than straight men when travelg. To put a b of money math to that statistic, you uld have 1, 000 straight ctomers at your rort each spendg, say, $2, 000 or 1, 000 gay ctomers each spendg $2, 600 The difference is $600, 000.
COMPANI BEG MARKETG TO GAY MARKET
This appli to you regardls of your bs tegory—travel, rtrants, clothg store, furnure store, fancial planng, whatever—both as a general prciple and, specifilly, regardg gay and lbian nsumers.
GAY & LBIAN CONSUMER INX STUDY
Marketg to the gay and lbian populatn is, s sence, takg a shortcut to a more affluent, more eely spendg nsumers are twice as likely to buy a vatn home, six tim more likely to buy and have stalled a home theater system, and eight tim more likely to own multiple mobile vic and puters than heterosexuals. Gay and bisexual men (46% of the market)Lbian and bisexual women (also 40% of the market)Genr-expansive cludg everybody else but heterosexual (8% of the market)The generatn divis are:Millennial (born 1981–1999)Gen X (born 1965–1980)Boomer (1942–1964)A closer look at the inti, brief:Gay and bisexual men.
Dpe the fact that an overwhelmg majory of Amerins support same-sex marriage, acrdg to Gallup — and rabow-studd advertisg is mon — marketg mpaigns featurg queer people are still provokg ’s look at how we arrived early years: 1970 to 1990Major rporatns’ earlit efforts to urt queer nsumers happened after the 1969 Stonewall uprisg and the first Pri march 1970, a major turng pot the visibily of LGBTQ+ people and the early years of the morn gay rights me the spirs.
But s n was short-lived, as the ad was subjected to backlash, provokg lls for boytts and bomb threats agast Ikea sire to urt queer nsumers while avoidg public blowback led to a stra of advertisg known as “gay vague, ” g subtle elements that would register wh LGBTQ+ people while flyg over the heads of heterosexual dienc. The ads would often feature people of the same sex domtic ntexts whout specifyg the nature of their market rearch revealed that lbians ma up a pillar of Suba’s ctomer base, the Japane pany leaned to the “gay vague” approach.