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.
I. Executive Summary
Scope and Methodology
Survey of the Market
Marketing, Promotional, and Advertising Strategies
Case Studies of Companies Marketing to Gay Men and Lesbians
II. Demographic Overview
Survey Research Issues
Size and Growth of Population
Race and Ethnicity
Household Structure and Living Arrangements
Politics and Religion
Attitudes and Issues Affecting the Gay Population
III. Survey of the Market
Key Market Segments
The Gay and Lesbian Family Market Segment
Size and Growth of the Gay and Lesbian Market
Leading Gay and Lesbian Markets
IV. Consumer Behavior
Shopping Behavior and Buying Patterns
Gays and Technology
Television and Radio
VI. Marketing, Promotional, And Advertising Strategies
Advertising Strategies and Themes
VII. Case Studies Of Companies Marketing To Gay Men And Lesbians
Travel and Entertainment
VIII. Looking Ahead: Trends And Opportunities
Trends and Opportunities
Appendix I: Examples Of Gay & Lesbian Advertising
Appendix II: Addresses Of Selected Gay & Lesbian Market Resources
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