Marketing to LGBTs
With an estimated spending power of $790 billion according to Bob Witeck (Talley, 2012), the LGBT community is increasingly being recognized by advertisers as an important market.
Results of the 2012 LGBT Community Survey (Community Marketing Inc, 2012) reveal that LGBTs over-index on brand loyalty. They are more likely to tell friends about brands or companies they like.
Attitudes about brands and shopping Base: Gay men n=10,963; Lesbians n=1,976
One focus-group study tested consumer perceptions of a brand's gay-friendliness (Gudelunas, 2011). Advertising was the most frequently cited source for discovering these...