The Gay and Lesbian Market: New Trends, New Opportunities, 3rd Edition

Packaged Facts
October 1, 2002
273 Pages - SKU: LA804022
Countries covered: United States

The Gay and Lesbian Market: New Trends, New Opportunities, 3rd Edition

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This new Packaged Facts report offers an exhaustive, timely analysis of the gay and lesbian consumer market in the United States. Featuring the expert insight of Witeck-Combs Communications, Inc., the PR agency with the nation's leading practice in gay and lesbian marketing, the report provides an overview of key characteristics of the gay and lesbian population, including income levels and household structure. The report then assesses the current size and projected growth of the U.S. gay and lesbian market through 2007 and analyzes key aspects of gay and lesbian consumer behavior. Media serving the gay and lesbian community are described. The report provides an overview of marketing and promotional strategies targeting the gay and lesbian market and profiles companies reaching out to gay and lesbian consumers.

New to the report is a cutting-edge discussion of trends driving gay and lesbian households, the opportunities these trends present marketers and real action steps companies can take to benefit from them.

Appendices include samples of advertising designed for the gay and lesbian market and a directory of resources to assist in marketing to gay and lesbian consumers.

A growing number of companies view gay and lesbian consumers as a vital component of their overall marketing strategies and targeted marketing programs. The buying power of gay and lesbian consumers places them among the most sought-after segments in an increasingly diverse American consumer market. Besides wielding substantial economic influence in their own right, gay and lesbian consumers are often seen as key players in the trendsetting urban market.

Discover what Census 2000 has to say about where gay men and lesbians are most likely to live. Benefit from an authoritative analysis of the size of the gay and lesbian population and reliable estimates of gay and lesbian household income levels. Obtain the latest thinking from marketing experts on how to develop effective advertising and promotional strategies to reach gay and lesbian consumers. Understand what gay and lesbian consumers look for when evaluating a company’s marketing efforts.




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Additional Information

Over 3 Million Children Currently Live With Gay Parents

New York, October 3/PRNewswire - More than 2 million gay and lesbians households in the U.S. currently have children, and the number of children in gay homes is projected to reach 3.4 million by 2004, according to The Gay & Lesbian Market: New Trends, New Opportunities, a new report published by Packaged Facts in partnership with Witeck-Combs Communications, Inc., and available on MarketResearch.com.

In the 1990s, gay men and lesbians spawned a “gayby” boom when they began starting families through adoption and childbirth. A recent survey found that nearly half of childless gays and lesbians express strong interest in having children.

This "gayby boom" has created a new audience for marketers of children’s products. With gay and lesbian parents projected to spend over $22 billion on items for their children in 2002, marketers have an unprecedented opportunity to appeal to this burgeoning market.

"Parenting has added a new dimension to the gay and lesbian market," said Don Montuori, Acquisitions Editor for Packaged Facts. "Traditionally, advertising to gays has focused on travel, fashion and liquor. But as gay and lesbian households evolve, so do their spending habits - and a smart marketer should know how to respond to capture these dollars."

The Gay & Lesbian Market analyzes the evolving structure of and trends among the nation’s 14.2 million gay men and lesbians. Also discussed are geographical concentrations, shopping preferences, attitudes and demographic characteristics of this population, which is projected to have a $608 billion buying power by 2007.

The report benefits from the data and expert insight contributed by Witeck-Combs Communications, Inc., a Washington, DC strategic communications firm. Witeck-Combs is a leading source of unique quantitative and attitudinal information on the gay and lesbian demographic. In addition to partnering on the report, Witeck-Combs and Packaged Facts co-produced an October 30th audio conference, "The Changing Face of the Gay & Lesbian Market: New Trends, New Opportunities." MarketResearch.com, the parent company of Packaged Facts, hosted the 90-minute audio conference and Bob Witeck of Witeck-Combs was the featured speaker.

About MarketResearch.com
MarketResearch.com is the leading provider of global market intelligence products and services. With over 50,000 research publications from more than 350 top consulting and advisory firms, MarketResearch.com offers instant online access to the world’s most extensive database of expert insights on global industries, companies, products, and trends.

About Witeck-Combs Communications, Inc.
Based in Washington, DC, Witeck-Combs Communications, Inc., is a strategic public relations and marketing communications firm founded by Robert Witeck and Wesley Combs in 1993. They develop and implement marketing and communications strategies for companies and organizations that: strengthen reputations, heighten brand awareness and increase market share and revenue. The firm has a special expertise in the gay and lesbian marketplace. Through their research partnership with Harris Interactive, they also provide proprietary polling and demographic research on gay consumers and voters. Among their current clients in gay and lesbian marketplace are American Airlines, Ford Motor Company, IBM Corporation, the Federation of Gay Games and MTV/Showtime Networks. Other clients include the Christopher Reeve Paralysis Foundation, Serono, and the Historical Society of Washington, DC.


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