Gay Marketing and Advertising

Go west, young man.....

Winter is here and it's time for the gay masses to head for the mountains; ski's, sunscreen and sexiness in tow. Gay ski week has become such a popular destination that many, many resorts are now catering to the homos that are hoping to find a future love on the slopes or reignite with the one they have. By the time they have arrived from New York, Florida, Texas and California the gays have already dropped a pretty shiny penny on airfare, lodging, lift/party tickets and of course a new ski wardrobe with the latest, tightest Abercrombie tshirt hiding underneath.
Aspen was the leader of the pack when it came to launching gay ski week and they were the major player for years. Today you have your pick from Telluride, Whistler, Mammoth, Utah,Tahoe and even Europe among others. If it is deep powder and the feeling of inclusion that you seek, head west for one of the most enjoyable weeks you can imagine.

 

What's it going to take?

It just doesn't add up.....

The economy is as bad as it's been in our life. But even with one depressing report after another, we know that at least one segment is still spending -- LGBT consumers.

The gay demographic has more disposable income and, on average, higher individual and household incomes. Does this mean gay money is "better" than other segments? Certainly not. It simply means there's more of it.

Still, American marketers virtually ignore the gay demographic, especially relative to the budgetary commitments made to general market, Hispanic and African American shoppers. Why? What's it going to take to achieve a more balanced corporate outreach?

American brands depend on gay buyers to keep their business afloat, whether they realize it or not. It's time for all marketers to become more aware of the disparity and to adjust. It's not only right, it's good business.