The market is huge, worth $743 billion, and lesbian, gay, bisexual and transgendered consumers over-index in categories like travel, automotive, and spirits. But will marketing to the segment "brand"
a brand? What about right-side backlash fear? Columnist Andy Bagnall says such concerns are dwarfed by benefits.
"First and foremost," he writes, "there has never been a successful
boycott due to supporting or marketing to gay consumers." He points out that one conservative organization boycotted family-focused Disney for years because of Disney's outreach to gay customers. "All
the while, Disney experienced rapid growth and profit. The boycotters eventually gave up and proclaimed "victory."
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