Gay marketing

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Politikken Commercial for the danish newspaper "Politikken", described as the first TV commercial to (obviously) feature a gay couple. Aired in 93/94.^[1]

Gay marketing is the act of marketing to gay and lesbian customers, either with dedicated ads or general ads, or through sponsorships of gay organizations and events, or through the targeted use of any other element of the marketing mix.

The gay market comprises a large and influential group of customers to a broad range of companies, across industry segments, across many countries around the globe. In the U.S. alone, the gay market is estimated to be worth $660 billion (2006) in disposable income. Approximately 4% to 10% of adult populations self-identify as gay, lesbian or bisexual,^[2] meaning between 12 million and 28 million in the United States alone. Major ad categories include travel, financial services, alcoholic beverages, automotive, entertainment, hair and skincare, luxury goods, pharmaceuticals, and fashion. For example, American Airlines have launched a specific gay targeted vacations website.^[3] While over ten years old in the United States, gay marketing is a relatively new marketing phenomenon elsewhere in Australia and Europe, including Belgium^[4] and the Netherlands.^[5]

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Gay marketing initiatives have not been without controversy both for and against them. Coors Brewing Company was the subject of a boycott by the gay community starting in 1973. The boycott was initiated by labor unions to protest the company's antagonistic practices, and was later joined by African Americans, Latinos, and the LGBT community.^[6] The LGBT community joined to protest Coors' hiring practices - polygraph tests were often required, during which the prospective employee was asked about their sexual orientation.

Coors ignored the boycott for several years, but made some concessions in 1978, and in 1995 began several countermeasures, including dropping the questions regarding homosexuality and extending domestic partnership benefits to its gay and lesbian employees. The company also hired Mary Cheney as a marketing representative and began advertising in The Advocate and at events such as Denver's PrideFest.

Specialist gay marketing agencies in various countries provide specialised gay market services to companies seeking to target gay customers.

Many brands that have previously ignored the existence of this segment of society now increasingly target lesbian and gay customers.^[7] Time magazine in August 2006 carried a Business article on growing interest amongst brand name advertisers in Europe to target gay customers.^[8] Likewise, a number of new brands have emerged offering products and services that appeal directly to the gay consumer base. Successful examples include KJ Beckett, 2(x)ist and Ginch Gonch.