Gay subculture – a study of consumer behaviour and its implications for marketing communications

Cliff Van Wyk
BrandSmart, South Africa and Associate, ITD Consulting, UK

INTRODUCTION

“Segmentation is a manifestation of marketing's recognition of diversity.” Janeen Arnold Costa, PhD

The Gay subculture has become increasingly more 'visible' and vocal in the past few decades. In South Africa, this has been significant since the dramatic political transformation that occurred in 1994, the year in which Nelson Mandela assumed the Presidency. It also saw the embodiment of human rights in the constitution, and the complete abolition of all forms of discrimination, including those on the grounds of sexual orientation. In fact, South Africa was the first country in the world to formally legislate in this regard.