The Pink Consumer: Missed Marketing Opportunity in the UK?

Daniel Dumoulin and Simon Burrows

Discusses whether there is an identifiable gay market, and whether it should be targeted directly. Clear research evidence is lacking (what there is is reviewed).

The Pink Consumer: Missed Marketing Opportunity In the UK?

Simon Burrows, 

Marplan RIDaniel Dumoulin,  Research International Qualitif

TOWARDS A DEFINITION OF THE PINK POUND

In her recent series looking at commercials from around the world, Jo Brand1 described The Pink pound as follows 'it's like an ordinary pound but instead of the Queen, there's a portrait of Judy Garland' a comment fostered no doubt by the age old association that prevail(ed) with the Hollywood songstress and the (US) gay community. This goes even further in the US, where the Pink pound...

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