Marketing to Gay and Lesbian Consumer

52 percent of Americans feel that

gay and lesbian relations are
morally acceptable. The strongest
support comes from younger
generation.
The emergence and popu- larity of TV
shows with openly gay or lesbian
characters, are additional evidence of
increased public acceptance.
Marketing to Gay and Lesbian Consumer
The gay market is estimated to be
approximately 5% - 7% of the adult
U.S. population, or between 11 million
and 16 million people over age18.

The purchase power of the gay market

has been estimated at $750 and $900
billion.
Marketing to Gay and Lesbian Consumer

Many companies find the gay

market to be a highly attractive
segment.
Product and communication issues
are major considerations.
Marketing to Gay and Lesbian Consumer
Product and Communication Issues
Does the product need to be modified to Should the firm advertise in gay-oriented
meet the needs of this market? media using its standard ads?
Marketing to Gay and Lesbian Consumer
Should it advertise in gay media using ads To what extent should the firm be involved
with gay themes? in gay community activities?
Marketing to Gay and Lesbian Consumer
Should its ads in mainstream media include
gay themes?

the research suggests that using symbolic gay icons appears to be an effective tactic. This is
important because research shows that gay consumers reward companies that advertise in gay
media outlets and/or use gay themes.
Gender-Based Marketing

Gender roles in the U.S. are

shifting, both genders making
many purchase decisions.

Example: Today, women influence

80% of all vehicles sold.

Implications for dealerships and

sales training?
Gender-Based Marketing
 Market Segmentation Based on Role Identity
 Traditional Housewife
 Trapped Housewife
 Trapped Working Woman
 Career Working Woman
Gender-Based Marketing
Product Strategy

Many products are losing their traditional gender typing. Every masculine products are
now designed specifically with women in mind. The expanding wealth, independence, and
purchasing power of women, make them an important target market.

Example: Rather than adapting colors to fit stereotypes (e.g., pink power tools), companies are
adapting their features in ways that make their products more functional.
Gender-Based Marketing
Marketing Communications

Men and women also consume different media

Gender-Based Marketing
Retail Strategy

As we know, men and women shop differently even for the same products. Differences in loyalty,
brand switching, coupon usage, and shopping styles within the store all need to be accounted for
by retailers as more men take on the grocery shopping task.