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Title: U.S. Gay and Lesbian Market, 4th Edition
Published: October 2004
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The following is the abstract from the full report: Now in its 4th edition, this Packaged Facts report provides a brand-new analysis of the demographic profile, consumer behavior, and purchasing power of the estimated 15 million gay men and lesbians in the United States. The first section of the report consists of an in-depth analysis of key characteristics of the gay and lesbian population, including age, income, and family structure. The next section provides an overview of gay and lesbian consumer attitudes and behavior and a chapter on key segments of the gay market, including gay men, lesbians, couples with and without children, and seniors. An analysis of media usage and an assessment of marketing and advertising trends in the gay and lesbian market are provided. The last section of the report includes a projection of the buying power of gay and lesbian consumers through 2008 and an analysis of key market trends and opportunities.
As the “Will & Grace” generation continues to drive American society in the direction of more tolerance and acceptance of diversity, the gay community is experiencing dramatic change. For example, more and more younger gays are living couple- and child-centered lives that lead them to focus their priorities on home and family. At the same time, the aging of gay Baby Boomers will result in a much higher percentage of seniors than previously seen in the gay and lesbian population. These and other ongoing shifts within the gay and lesbian market will require flexibility and creativity on the part of marketers seeking to capture a portion of this $583 billion market.