In pursuit of the “Pink Pound”: A systematic literature review

Philip Coombes and Pallavi Singh

The visibility of non-heterosexual identities is more prevalent today than ever before, yet there is little research about the consumption behaviors and preferences of lesbian, gay, bisexual, transgender, transsexual, queer, 2/two-spirit, questioning, intersex, asexual, ally, and other nonheterosexual (LGBTQ+) consumers—often referred to as the "pink pound".

Introduction

The visibility of non-heterosexual identities is more prevalent today than ever before, yet little information is available to marketers about the consumption behaviors and preferences of lesbian, gay, bisexual, transgender, transsexual, and queer (LGBTQ) consumers (Ginder & Byun, 2015). More recently, the alternative acronym LGBTQ+ has been adopted to encompass further nonheterosexual identities. As LGBTQ+ communities around the world are increasingly breaking down barriers to gain equality, the purpose of this paper is to offer an argument for a wider adoption by marketing scholars and practitioners for research into the consumption behaviors and preferences of these LGBTQ+ consumer segments....

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