Somewhere over the Rabow: Christian Eichert and Mari Luedicke expla why the gay muny has fallen apart.
Contents:
- KEYNOTE ADDRS: CONSUMER CULTURE AND POLIL RISTANCE—HOW GAY ENTREPRENRS SPARKED A MOVEMENT
- FRIENDSHIP TROUBLE: AN EXAMATN OF THE GAY BT FRIEND INTY AMERIN CONSUMER CULTURE
- TURNS OUT, BARBIELAND ISN'T AS GAY AS S QUEER FANS HAD HOPED
- APPEARANCE AND SELF-PRENTATN REARCH GAY NSUMER CULTUR: ISSU AND IMPACT
- REPRENTG FIFTY SHAS OF GAY THE LGBTQ+ MARKETPLACE
KEYNOTE ADDRS: CONSUMER CULTURE AND POLIL RISTANCE—HOW GAY ENTREPRENRS SPARKED A MOVEMENT
The LGBTQ+ populatn is predicted to swell to 1 billn by 2050, prentg a vast and creasgly nuanced nsumer base for brands to appreciate. Wh Pri month g, Tag Warner, CEO of GAY TIMES – a global publisher + now brand advisory group – outl key strategi for June, and beyond * consumer culture gay *
AbstractThe creasg visibily of homosexualy society, bed wh the lbian and gay muny's nsirable buyg power, has triggered marketers and rearchers' tert unrstandg homosexual nsumers' nsumptn patterns. Prr rearch on whether homosexual nsumers behave differently om heterosexual nsumers has yield mixed rults, and rearchers and practners still do not know whether any substantial differenc exist, what the differenc look like, and how they n be explaed. Fdgs om a morator analysis ntradict nventnal wisdom and lay theori, while partly supportg assumptns that are rooted evolutnary and blogil theori that show nsumptn differenc crease wh age; they crease when parg homosexuals and heterosexuals of the same genr.
FRIENDSHIP TROUBLE: AN EXAMATN OF THE GAY BT FRIEND INTY AMERIN CONSUMER CULTURE
Gillian W. Oakenfull, What Matters: Factors Influencg Gay Consumers' Evaluatns of "Gay-Friendly" Corporate Activi, Journal of Public Policy & Marketg, Vol. 32, SPECIAL ISSUE (2013), pp. 79-89 * consumer culture gay *
Redrsg a 2016-iated brilliantly subversive but also highly divisive mpaign where fully lored s famo rabow-lored packagg to honor the ‘most important rabow’ (ntroversial bee some perceived the all-whe sign as promotg the racist whe pri movement) for 2021 partnered wh GAY TIMES and LGBTQ+ helple Swchboard to lorize black-and-whe archive photos om Pri celebratns of the ‘70s and ‘80s. Documentary shorts, stills and quot featured across Gay Tim’ portfol, on Reebok and (footwear retailer) Schuh’s social media platforms, and activatns Schuh flagships. “Sport is a fascatg place bee statistilly LGBTQ+ people tend to be more unf – fuelled by the way profsnal sports is a very heteronormative terra; nsir the environment that exists that means there are currently no openly Gay profsnal footballers the UK, and what that means to LGBTQ+ nsumers.
TURNS OUT, BARBIELAND ISN'T AS GAY AS S QUEER FANS HAD HOPED
* consumer culture gay *
Bankg too, is ripe for an update (as an dtry wh servic predomantly ground heterosexual fay-centered liftyl) and mental health, another space where LGBTQ+ behavrs tend to differ; GAY TIMES is also early discsns about a project wh Anglo-Amerin mdfulns app, Headspace. For 2021 was reterpreted aga as #ProudInMyCalvs featurg artists cludg rerd producers Ar and Honey Dijon celebratg fg moments the queer and trans journey, followed by GAY TIMES own story-sharg via s newly formed GT133 group of TikTok-based ntent creators (a micro llective who rpond to topil stori at speed). ” Warner reveals that GAY TIMES is currently discsg a partnership regardg this foc wh a datg app (tails to be revealed later this) anchored fdg love rather than hook-ups.
APPEARANCE AND SELF-PRENTATN REARCH GAY NSUMER CULTUR: ISSU AND IMPACT
A very different creature to the pre-Warner era where the dience was domated by whe, gay, fortysomethg men ( now boasts an equal genr spl and a broad trans-generatnal mix, om tweens to those their 60s and 70s) Warner reveals GAY TIMES is planng to build on s transn om pure publisher-to-brand builr by beg a full “cultural platform verg rmatn, products and servic.
REPRENTG FIFTY SHAS OF GAY THE LGBTQ+ MARKETPLACE
His first book, The Lavenr Sre: The Cold War Persecutn of Gays and Lbians the Feral Government, which has been ma to a crilly acclaimed documentary, explor Cold War hysteria over natnal secury and the troductn of “fay valu” to Amerin polics.