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.
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