Gay & Lbian Consumer Inx Study | GreenBook |

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

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.

COMPANI BEG MARKETG TO GAY MARKET

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. 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.

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.

GAY & LBIAN CONSUMER INX STUDY

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.

One mid-1990s prt mpaign featured Subas wh license plat such as “XENALVR” (an alln to “Xena: Warrr Prcs, ” a show loved by some lbians) and “PTOWNIE” (a reference to Provcetown, Mass., a popular queer vatn spot) classic “gay vague” mercial om German tomaker Volkswagen buted durg the g-out episo of “Ellen” 1997. While queer viewers terpreted the men as a uple, straight viewers saw them as iends or Volkswagen didn’t tend for the ad to pict a gay uple, the pany’s rponse was unique bee “they said they didn’t md if people read that way, ” said Michael Wilke, a former Ad Age reporter and founr of AdRpect, a nonprof archive of queer reprentatn advertisg.

“That was a real swch for advertisers, ” Wilke 1999, Print Bill Clton clared June as Gay and Lbian Pri Month, a gture that ultimately hered a new era queer rise of the rabow: 2000 to 2014The 2000s marked a turng pot cultural attus toward queer people. In 2011, the “Don’t Ask, Don’t Tell” policy, which had banned gay and lbian service members om the armed forc, was this perd, more rporatns started rg about and terg to queer people their ranks and beyond. ” The ad was among the first to e “hband” rather than “boyiend” reference to a gay this era, pani were still ncerned about the risk vers reward of urtg queer nsumers, acrdg to Bob Weck, print of Weck Communitns and an LGBTQ+ marketg expert.