The Gay and Lesbian Market in the U.S.: Trends and Opportunities in the LGBT Community, 6th Edition
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The most profound trend affecting the gay and lesbian market may be the increasing acknowledgment by American society and legal institutions of marriage equality for gay men and lesbians. The expansion of same-sex marriage and other forms of civil unions over the past decade is triggering an increase in the visible numbers of gay and lesbian family households and consequently an expanding market for consumer goods and services of all kinds. The growing number of gay and lesbian parents means that a substantial number of gay and lesbian family households generate significant expenditures on children as well as on adult household members.
Moreover, survey research shows that gay and lesbian consumers are more optimistic than other consumers about future economic growth and their own personal financial condition. This basic sense of optimism prevailing among gay and lesbian consumers suggests that they are more willing than other consumers to spend on products and services in the wake of the most severe economic downturn in 70 years.
This completely new 6th edition of Packaged Facts Gay and Lesbian Market in the U.S. provides marketers with the analysis and insights they need to help them succeed in a consumer segment whose buying power is fast approaching $800 billion. The report begins with an assessment of strategic trends shaping the gay and lesbian market and identifies opportunities available to marketers interested in reaching out to gay and lesbian consumers. It continues with a detailed analysis of the social and political trends affecting the gay and lesbian market and provides a forecast of the growth of the buying power of gay and lesbian consumers through 2014. The next two chapters provide a demographic profile of the gay and lesbian population and an analysis of where gay men and lesbians live. Another chapter provides an overview of gay and lesbian consumer behavior and focuses on topics such as shopping behavior, brand loyalty and the importance of eco-friendly corporate policies on the buying decisions of gay and lesbian consumers. The report then provides a detailed look at gay and lesbian consumers in the areas of financial services, travel and pet ownership and a chapter on trends in gay media that includes an analysis of gay and lesbian usage of digital media. The report concludes with a chapter on marketing approaches to gay and lesbian consumers that includes an analysis of the impact of gay-friendly corporate policies and gay-themed advertising on the purchasing decisions of gay and lesbian consumers.
The most profound trend affecting the gay and lesbian market may be the increasing acknowledgment by American society and legal institutions of marriage equality for gay men and lesbians. The expansion of same-sex marriage and other forms of civil unions over the past decade is triggering an increase in the visible numbers of gay and lesbian family households and consequently an expanding market for consumer goods and services of all kinds. The growing number of gay and lesbian parents means that a substantial number of gay and lesbian family households generate significant expenditures on children as well as on adult household members.
Moreover, survey research shows that gay and lesbian consumers are more optimistic than other consumers about future economic growth and their own personal financial condition. This basic sense of optimism prevailing among gay and lesbian consumers suggests that they are more willing than other consumers to spend on products and services in the wake of the most severe economic downturn in 70 years.
This completely new 6th edition of Packaged Facts Gay and Lesbian Market in the U.S. provides marketers with the analysis and insights they need to help them succeed in a consumer segment whose buying power is fast approaching $800 billion. The report begins with an assessment of strategic trends shaping the gay and lesbian market and identifies opportunities available to marketers interested in reaching out to gay and lesbian consumers. It continues with a detailed analysis of the social and political trends affecting the gay and lesbian market and provides a forecast of the growth of the buying power of gay and lesbian consumers through 2014. The next two chapters provide a demographic profile of the gay and lesbian population and an analysis of where gay men and lesbians live. Another chapter provides an overview of gay and lesbian consumer behavior and focuses on topics such as shopping behavior, brand loyalty and the importance of eco-friendly corporate policies on the buying decisions of gay and lesbian consumers. The report then provides a detailed look at gay and lesbian consumers in the areas of financial services, travel and pet ownership and a chapter on trends in gay media that includes an analysis of gay and lesbian usage of digital media. The report concludes with a chapter on marketing approaches to gay and lesbian consumers that includes an analysis of the impact of gay-friendly corporate policies and gay-themed advertising on the purchasing decisions of gay and lesbian consumers.
- CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- Background
- Overview of Report
- Scope and Methodology
- Scope of the Market
- Overview of Data Sources
- Market Trends and Opportunities
- Recognition of Relationships Central Trend in American Society and in Gay and Lesbian Market
- Expansion of Same-Sex Marriage Laws Creates Multiple Marketing Opportunities
- Gay and Lesbian Families Represent Major Market Segment
- Gay and Lesbian Consumer Optimism Generates Opportunities for Marketers
- Gay and Lesbian Consumers Require Focused Marketing Approaches
- Gay and Lesbian Travelers Continue to Offer Significant Opportunities
- Social and Political Trends Affecting the Gay and Lesbian Market
- Gallup Finds Dramatic Shift in Men’s Views of Gay Men and Lesbians
- New Surveys Continue Long-Term Trend of Increasing Acceptance
- “Tipping Point” May Have Been Reached
- Gains Accelerate
- Vast Majority of Heterosexual Americans View Coming Out with Equanimity
- Large Majority of Americans Support Allowing Openly Gay Men and Women to Serve in Military
- Coverage of Marriage Equality and Other Relationship Recognition Laws Continues to Expand
- Support for Gay Marriage Continues to Increase
- Research Demonstrates Economic Benefits of Marriage Equality
- Vast Majority of Heterosexual Adults Accepting of Gays and Lesbians on the Job
- Size and Growth of the Market
- Gay and Lesbian Population Exceeds 15 Million
- Buying Power Used to Measure Size of Market
- Post-Recession Economic Projections Analyzed
- 2010 Gay and Lesbian Buying Power Totals $743 Billion
- Demographic Profile of the Gay & Lesbian Population
- Demographic Characteristics of Gay Men and Lesbians Highlighted
- Census Data on Gay and Lesbian Partnerships Offer Key Demographic Insights
- Where Gay Men and Lesbians Live
- Methodology Explained
- California and New York Have Largest Gay and Lesbian Populations
- New York Metro Area Leads in Gay and Lesbian Population
- Gay Couples More Likely to Live in Large Metropolitan Areas
- Gender of Same-Sex Couples Varies Widely across Regions
- Smaller States Attract Lesbian Couples
- Male Same-Sex Couples More Likely to Live in Central Cities
- Industry Highlights
- Gay Men and Lesbians Find Less Comfortable Environment at Financial Services Providers
- Gay and Lesbian Consumers More Likely to Turn to the Internet for Financial Information
- Gay Men and Lesbians less Likely to Own Investments
- Lower Prices Cause Gay and Lesbian Consumers to Switch Auto Insurers
- Online Auto Insurance Purchase More Popular
- Gay and Lesbian Consumers Highly Likely to Have Health Insurance
- Gay and Lesbian Consumer Base Includes Core of Dedicated Travelers
- Gay and Lesbian Consumers Plan to Travel More, Spend Less
- Gays and the Media
- Economic Downturn and Media Revolution Hit Gay Press
- Both New and Traditional Gay Media Remain Vibrant
- Advertising in Gay Media Remains Healthy
- Media Consolidation Continues
- Gay Men and Lesbians Tied to the Internet
- Blog Readership Accelerates among Gay Men and Lesbians
- News Blogs Most Popular with Gay and Lesbian Readers
- Social Networking Sites Important to Gay Men and Lesbians
- Marketing to Gay and Lesbian Consumers
- Providing Equal Workplace Benefits Important to Gay and Lesbian Consumer Decisions
- Data Show Marketing Directly to Gays and Lesbians Pays Off
- Companies Pay Price for Harmful Actions
- Brand Loyalty Swayed by Perception of Gay-Friendliness
- Gay-Themed Print Ads Deemed More Effective
- LGBT Microsites Offer Effective Outreach Tool
- Gay and Lesbian Consumers More Positive toward Ads on Blogs, Less Drawn to Advertising on Social Networking Sites
- Wide Range of Companies Advertise to Gay and Lesbian Consumers
- CHAPTER 2 MARKET TRENDS AND OPPORTUNITIES
- Recognition of Relationships Central Trend in American Society and in Gay and Lesbian Market
- Expansion of Same-Sex Marriage Laws Creates Multiple Marketing Opportunities
- Gay and Lesbian Families Represent Major Market Segment
- Gay and Lesbian Consumer Optimism Generates Opportunities for Marketers
- Gay and Lesbian Consumers Require Focused Marketing Approaches
- Digital Media Offer Path to Gay and Lesbian Consumers
- Retailers Can Benefit from Gay and Lesbian Attitudes toward Shopping
- Gay and Lesbian Consumers Relate to Green Marketing Efforts
- Gay and Lesbian Travelers Continue to Offer Significant Opportunities
- Aging of Gay and Lesbian Population Generates Opportunities for Financial Services Firms
- Gay and Lesbian Market Research Will Benefit from Strengthened Census Procedures
- CHAPTER 3 SOCIAL AND POLITICAL TRENDS AFFECTING THE GAY AND LESBIAN MARKET
- Changes in Societal Attitudes
- Gallup Finds Dramatic Shift in Men’s Views of Gay Men and Lesbians
- New Surveys Continue Long-Term Trend of Increasing Acceptance
- “Tipping Point” May Have Been Reached
- Gains Accelerate
- Vast Majority of Heterosexual Americans View Coming Out with Equanimity
- Table 3-1: Attitudes of Heterosexuals toward Coming Out
- Table 3-2: Attitudes of Heterosexuals toward Honesty about Coming Out
- New Study Shows Benefits of Repeal of “Don’t Ask, Don’t Tell” Policy
- Large Majority of Americans Support Allowing Openly Gay Men and Women to Serve in Military
- Expansion of Same-Sex Marriage Laws
- Coverage of Marriage Equality and Other Relationship Recognition Laws Continues to Expand
- Table 3-3: Summary of Status of Marriage Equality and Other Relationship Recognition Laws
- Support for Gay Marriage Continues to Increase
- Research Demonstrates Economic Benefits of Marriage Equality
- Gays in the Workplace
- Heterosexual Adults More Accepting of Gays and Lesbians on the Job
- Table 3-4: Reactions of Heterosexual Co-Workers, 2008 vs. 2009
- Table 3-5: Attitudes of Heterosexual Adults toward Employment and Sexual Orientation
- Workplace Discrimination Declines
- Figure 3-1: Percent of Gay and Lesbian Adults Experiencing Discrimination in the Workplace, 2008 vs. 2009
- Figure 3-2: Percent of Gay and Lesbian Adults Never Experiencing Discrimination in the Workplace, 2008 vs. 2009
- Table 3-6: Types of Discrimination Experienced by Gay and Lesbian Adults in the Workplace, 2008 vs. 2009
- Openness in the Workplace Continues to Increase
- Table 3-7: Openness of Gay and Lesbian Adults About Sexual Orientation with Others, 2008 vs. 2009
- Poor Economy Affects Willingness of Some Gays to Be Open about Sexual Orientation
- Table 3-8: Impact of the Economy on Willingness of Gay and Lesbian Adults to be Open About Sexual Orientation
- Gays More Comfortable in Sharing Personal Information at Work
- Table 3-9: Comfort Level in Sharing Personal Information at Work, Gay and Lesbian vs. Heterosexual Adults, 2008 vs. 2009
- Diversity in the Workplace Vital to Gays and Lesbians
- Table 3-10: Importance Gay and Lesbian Adults Place on Recruiting Employees from Diverse Backgrounds, 2008 vs. 2009
- Few Heterosexual Adults Know about Lack of Legal Protection for Gays on the Job
- Table 3-11: Knowledge of Federal Legislation Related to Employment Discrimination, Gay and Lesbian vs. Heterosexual Adults, 2008 vs. 2009
- CHAPTER 4 SIZE AND GROWTH OF THE MARKET
- The Scope and Size of the Gay and Lesbian Market
- Defining the Scope of the Market
- Key Factors in Estimating the Size of the Gay and Lesbian Population
- Gay and Lesbian Population Exceeds 15 Million
- Table 4-1: Projected Growth of Total U.S. and Gay and Lesbian Population 18 Years Old and Over, 2009-2014
- The Buying Power of Gay Men and Lesbians
- Buying Power Used to Measure Size of Market
- “Disposable Income” Not the Same as “Discretionary”
- Post-Recession Economic Projections Analyzed
- Table 4-2: Actual and Projected Annual Percentage Growth in Disposable Personal Income, 2004-2014
- 2010 Gay and Lesbian Buying Power Totals $743 Billion
- Table 4-3: Projected Growth in Gay and Lesbian Buying Power, 2009-2014
- Buying Power in Major Metro Markets
- Gay and Lesbian Buying Power Highest in New York and San Francisco
- Table 4-4: Gay and Lesbian Buying Power in Metropolitan Areas with Largest Gay and Lesbian Populations, 2009
- Washington, D.C. and San Francisco Metro Markets Lead in Per Capita Buying Power
- Table 4-5: Per Capita Gay and Lesbian Buying Power in Metropolitan Areas with Largest Gay and Lesbian Populations
- CHAPTER 5 DEMOGRAPHIC PROFILE OF THE GAY & LESBIAN POPULATION
- Overview
- Demographic Data Sources Cited
- Demographic Characteristics of Gay Men and Lesbians Highlighted
- Demographic Profile of Gay and Lesbian Partnerships
- Census Data on Gay and Lesbian Partnerships Offer Key Demographic Insights
- Census Finds Many Same-Sex Couples Report as Spouses
- Significant Demographic Differences between Same-Sex Spouses and Unmarried Same-Sex Couples
- Age Differences Analyzed
- Table 5-1: Same-Sex vs. Other Couples by Age
- Non-Hispanic Whites More Prevalent
- Table 5-2: Same-Sex vs. Other Couples by Race and Hispanic Origin
- Interracial Couples Less Common among Opposite-Sex Couples Reporting as Spouses
- Figure 5-1: Percent of Interracial Couples, Same-Sex vs. Opposite-Sex Couples
- One in Five Same-Sex Couples Has Children
- Table 5-3: Same-Sex vs. Opposite-Sex Couples by Presence of Children in Household
- Same-Sex Couples More Highly Educated
- Table 5-4: Same-Sex vs. Opposite-Sex Couples by Educational Attainment and Employment Status
- Higher Household Incomes a Hallmark of Same-Sex Couples
- Figure 5-2: Same-Sex vs. Opposite-Sex Couples by Average Household Income
- Table 5-5: Same-Sex vs. Opposite-Sex Couples by Household Income
- Homeownership Patterns Differ
- Table 5-6: Same-Sex vs. Opposite-Sex Couples by Household Tenure
- CHAPTER 6 WHERE GAY MEN AND LESBIANS LIVE
- Gay and Lesbian Population Centers
- Methodology Explained
- California and New York Have Largest Gay and Lesbian Populations
- Table 6-1: 20 States with Largest Gay and Lesbian Populations, 2008
- Gays More Prominent in Some States, Less So in Others
- Table 6-2: States Ranked by Relative Importance of Gay and Lesbian Population
- New York Metro Area Leads in Gay and Lesbian Population
- Table 6-3: Metropolitan Areas with Largest Gay and Lesbian Populations, 2008
- Gay and Lesbian Population Most Influential in San Francisco
- Table 6-4: Metropolitan Areas with Largest Gay and Lesbian Populations Ranked by Relative Importance of Gay & Lesbian Population, 2008
- Residential Patterns
- Gay Couples More Likely to Live in Large Metropolitan Areas
- Percent of Households Living in 15 Largest Metropolitan Areas, Same-Sex vs. Other Households
- Gender of Same-Sex Couples Varies Widely across Regions
- Table 6-5: States with a Majority of Male Same-Sex Couples, 2008
- Table 6-6: States with a Majority of Female Same-Sex Couples, 2008
- Smaller States Attract Lesbian Couples
- Table 6-7: Lesbian Couples as Percent of All Same-Sex Couples by Size of Total Population of State
- Male Same-Sex Couples More Likely to Live in Central Cities
- Figure 6-2: Percent of Male and Female Same-Sex Couples Living in Core Cities of Metropolitan Areas with Largest Gay and Lesbian Populations
- Table 6-8: Percent of Households Living in Core Cities of Metropolitan Areas with Largest Gay and Lesbian Populations, All Households vs. Same-Sex Households by Gender, 2008
- Suburbs Draw Lesbians
- Table 6-9: Residential Patterns of Lesbian Couples in New York Metropolitan Area
- Table 6-10: Residential Patterns of Lesbian Couples in San Francisco Bay Metro Area by County
- Table 6-11: Residential Patterns of Lesbian Couples in Washington, D.C. Metro Area by County and City
- CHAPTER 7 OVERVIEW OF CONSUMER BEHAVIOR
- Gay and Lesbian Consumers in the Post-Recession Economy
- Gay Consumers More Confident about Post-Recession Economy
- Table 7-1: Impact of Severe Economic Turndown, Gay and Lesbian vs. Heterosexual Adults
- Table 7-2: Expectations toward Economy, Gay and Lesbian vs. Heterosexual Adults
- Table 7-3: Economic Growth Predictions, Gay and Lesbian vs. Heterosexual Adults
- Table 7-4: Current Job Market Ratings, Gay and Lesbian vs. Heterosexual Adults
- Table 7-5: Job Market Predictions, Gay and Lesbian vs. Heterosexual Adults
- More Gay Men and Lesbians Think Country Is on Right Track
- Figure 7-1: Percent Agreeing “Things in the Country Are Going in the Right Direction,” Gay and Lesbian vs. Heterosexual Adults
- Figure 7-2: Percent Agreeing “Things in the Country Have Pretty Seriously Gotten Off on the Wrong Track,” Gay and Lesbian vs. Heterosexual Adults
- Gay and Lesbian Consumers More Upbeat about Personal Finances
- Figure 7-3: Percent of Gay and Heterosexual Adults Expecting Household Financial Condition to Be Worse in Next Six Months, Selected Months 2008-2010
- Figure 7-4: Percent of Gay and Heterosexual Adults Expecting Household Financial Condition to Be Better in Next Six Months, Selected Months 2008-2010
- Spending by Gay and Lesbian Consumers Remained Robust in Immediate Aftermath of Recession
- Table 7-6: Planning to Spend on Holiday Gifts, Gay and Lesbian vs. Heterosexual Consumers
- Table 7-7: Planning to Spend on Family, Friends and Others, Gay and Lesbian vs. Heterosexual Consumers
- Shopping and Purchasing Behavior
- Gay and Lesbian Shoppers Tend to Look for Best Shopping Experience
- Table 7-8: Most Important Reasons for Holiday Shopping, Gay and Lesbian vs. Heterosexual Consumers
- Gay and Lesbian Consumers Keep up with Trends
- Table 7-9: Keeping Up with Styles and Trends, Gay and Lesbian vs. Heterosexual Consumers
- New Products Attract Gay and Lesbian Consumers
- Table 7-10: Upgrading to New Products, Gay and Lesbian vs. Heterosexual Adults
- Brand Loyalty Strong
- Table 7-11: Leisure Summer Travel, LGBT vs. Heterosexual Adults
- Gay and Lesbian Consumers Shop More in Every Retail Category
- Table 7-12: Holiday Shopping by Type of Store, Gay and Lesbian vs. Heterosexual Consumers
- Going Green
- Gay and Lesbian Consumers Strongly Pro-Environment
- Table 7-13: Attitudes toward Environmental Issues, Gay and Lesbian vs. Heterosexual Adults
- Gays More Engaged in Pro-Environment Activities
- Table 7-14: Participation in Environmental Actions, Gay and Lesbian vs. Heterosexual Adults
- More Gays View Selves as Environmentally Conscious
- Table 7-15: Self Identifying as Green, Gay and Lesbian vs. Heterosexual Adults
- Environmental Issues Affect Consumer Decisions of Gay Men and Lesbians
- Table 7-16: Importance of Environmental Issues on Making Decisions, Gay and Lesbian vs. Heterosexual Adults
- CHAPTER 8 INDUSTRY HIGHLIGHTS
- Financial Services
- Gay Men and Lesbians Find Less Comfortable Environment at Financial Services Providers
- Table 8-1: Comfort with Financial Services Provider, Gay and Lesbian vs. Heterosexual Consumers
- Gay and Lesbian Consumers More Likely to Turn to the Internet for Financial Information
- Table 8-2: Sources of Financial Information, Gay and Lesbian vs. Heterosexual Consumers
- Gay Men and Lesbians less Likely to Own Investments
- Table 8-3: Ownership of Investments, Gay and Lesbian vs. Heterosexual Consumers
- Lower Prices Cause Gay and Lesbian Consumers to Switch Auto Insurers
- Table 8-4: Reasons for Switching Auto Insurance, Gay and Lesbian vs. Heterosexual Consumers
- Online Auto Insurance Purchase More Popular
- Table 8-5: Method for Purchasing Auto Insurance, Gay and Lesbian vs. Heterosexual Consumers
- Life and Homeowner’s/Renter’s Insurance less Common among Gay and Lesbian Consumers
- Table 8-6: Type of Life Insurance, Gay and Lesbian vs. Heterosexual Consumers
- Table 8-7: Homeowner’s/Renters Insurance, Gay and Lesbian vs. Heterosexual Consumers
- Gay and Lesbian Consumers Support Health Care Reform
- Table 8-8: Support for President’s Health Care Reform Bill, Gay and Lesbian vs. Heterosexual Consumers
- Gay and Lesbian Consumers Highly Likely to Have Health Insurance
- Table 8-9: Health Insurance, Gay and Lesbian vs. Heterosexual Consumers
- Travel
- Gay and Lesbian Consumer Base Includes Core of Dedicated Travelers
- Table 8-10: Impact of U.S. Economy on Travel Plans, LGBT vs. Heterosexual Consumers, May 2010
- Gay and Lesbian Consumers Plan to Travel More, Spend Less
- Table 8-11: Expected Number and Amount of Spending on Leisure/Business Trips during Summer by LGBT and Heterosexual Consumers, 2009 vs. 2010
- Gay and Lesbian Consumers More Likely to Have Travel Plans
- Figure 8-12: Average Number of Business and Leisure Trips Planned in Summer by Gay and Lesbian and Other Consumers, 2010 vs. 2009
- Beaches and Cities Draw Gay and Lesbian Travelers
- Table 8-13: Summer Vacation Destinations in 2010, LGBT vs. Heterosexual Consumers
- Gay and Lesbian Travelers Less Concerned about Gas Prices
- Table 8-14: Importance of Retail Fuel Prices, LGBT vs. Heterosexual Consumers
- Convenience Stores Important When Choosing Where to Buy Gas
- Table 8-15: Importance of Onsite Convenience Store When Buying Fuel, LGBT vs. Heterosexual Consumers
- Ownership of Pets
- Pets More Likely to Be Part of Gay and Lesbian Households
- Table 8-16: Pet Ownership, Gay and Lesbian vs. Heterosexual Consumers
- Table 8-17: Pet as Member of the Family, Gay and Lesbian vs. Heterosexual Consumers
- Pets in Gay and Lesbian Families Get More Presents
- Table 8-18: Purchasing Holiday Presents for Pets, Gay and Lesbian vs. Heterosexual Consumers
- CHAPTER 9 GAYS AND THE MEDIA
- Media Trends
- Economic Downturn and Media Revolution Hit Gay Press
- Both New and Traditional Gay Media Remain Vibrant
- Advertising in Gay Media Remains Healthy
- Media Consolidation Continues
- Gay-Themed TV Outlets Thrive
- Gay and Lesbian Representation on Television Analyzed
- Use of Digital Media
- Gay Men and Lesbians Tied to the Internet
- Table 9-1: Online Activities in Last Month, Gay and Lesbian vs. Heterosexual Consumers
- Table 9-2: Percent Engaging in Selected Online Activities on at least a Daily Basis (Other than Work-Related), Gay and Lesbian vs. Heterosexual Consumers
- Blog Readership Accelerates among Gay Men and Lesbians
- Figure 9-1: Percent Reading Blogs, Gay and Lesbian vs. Heterosexual Consumers
- News Blogs Most Popular with Gay and Lesbian Readers
- Table 9-3: Types of Blogs Read by Gay and Lesbian and Heterosexual Consumers
- Table 9-4: Frequency of Visiting Blogs, Gay and Lesbian vs. Heterosexual Consumers
- Social Networking Sites Important to Gay Men and Lesbians
- Table 9-5: Membership of Social Networking Sites, Gay and Lesbian vs. Heterosexual Consumers
- Table 9-6: Frequency of Visiting Social Networking Sites, Gay and Lesbian vs. Heterosexual Consumers
- Gay Men and Lesbians More Likely to Be on Twitter
- Figure 9-2: Percent of Gay and Lesbian and Other Adults Who Are Twitter Members
- CHAPTER 10 MARKETING TO GAY AND LESBIAN CONSUMERS
- Receptivity to Marketing and Advertising
- Providing Equal Workplace Benefits Important to Gay and Lesbian Consumer Decisions
- Table 10-1: Likelihood of Considering Brands That Provide Equal Workplace Benefits, Gay and Lesbian vs. Heterosexual Consumers
- Table 10-2: Likelihood of Considering Brands That Support Nonprofits, Gay and Lesbian vs. Heterosexual Consumers
- Data Show Marketing Directly to Gays and Lesbians Pays Off
- Table 10-3: Likelihood of Purchasing Products from Companies Marketing Directly to Gays and Lesbians, Gay and Lesbian vs. Heterosexual Consumers
- Companies Pay Price for Harmful Actions
- Table 10-4: Switching Products or Service Providers Because of Harmful Actions
- Brand Loyalty Swayed by Perception of Gay-Friendliness
- Table 10-5: Switching Products or Service Providers to Support LGBT Community
- Table 10-6: Loyalty to LGBT Friendly Brands
- Table 10-7: Purchasing Behavior of Gays and Lesbians
- Gay Marketing Can Benefit Health Insurance Companies
- Table 10-8: Likelihood of Choosing Health Insurance Company Due to LGBT Marketing
- Gay-Themed Print Ads Deemed More Effective
- Table 10-9: Factors Considered Important When Choosing Health Insurance Products, Gay and Lesbian vs. Heterosexual Consumers
- LGBT Microsites Offer Effective Outreach Tool
- Table 10-10: Usage of Microsites in General by Gay and Lesbian Consumers
- Table 10-11: Usage of LGBT Microsites by Gay and Lesbian Consumers
- Table 10-12: Frequency of Usage of Microsites by Gay and Lesbian Consumers
- Top Reasons for Using Microsites Listed
- Table 10-13: Reasons Why Gay and Lesbian Adults Use a Microsite
- Lack of Knowledge Inhibits Use of Microsites
- Table 10-14: Reasons Why Gay and Lesbian Adults Do Not Use a Microsite
- Gays and Lesbians More Positive toward Ads on Blogs, Less Drawn to Advertising on Social Networking Sites
- Table 10-15: Attitudes toward Ads on Blogs, Gay and Lesbian vs. Heterosexual Consumers
- Table 10-16: Feelings toward Advertising on Social Networking Sites, Gay and Lesbian vs. Heterosexual Adults
- Marketing and Advertising Trends
- Wide Range of Companies Advertise to Gay and Lesbian Consumers
- Table 10-17: Nominees for GLAAD Media Awards in Advertising, 2009
- Subaru Continues Ties with Gay and Lesbian Community
- Levi’s Ties Ads to Same-Sex Marriage Movement
- Campbell Soup Places First Print Ad Representing and Targeting Gay Families
- Cadillac Takes “Road to Success”
- APPENDIX: ADDRESSES OF SELECTED GAY AND LESBIAN MARKET RESOURCES
