Marketers to Expand Use of LGBT Themes to Increase Appeal to Friends, Family

By some estimates, the LGBT demographic group totals between 16 million and 25 million in the U.S.. Only a few gayprideyears ago, marketers risked raising consumer ire by running ads targeting the LGBT population. But the mood of the country has changed and analysts believe marketers will be steadily rolling out campaigns that specifically talk to LBGT consumers as well as their friends and family members.

Bob Witeck, an expert on the LGBT demographic, says that the annual spending power of this group approaches $790 billion. When the additional spending of friends and family members of these consumers is taken into account, the number is much higher.

With more popular TV shows and celebrities celebrating different orientations and the Supreme Court poised to make a decision on the definition of marriage in the U.S., marketers are sensing opportunity.  Amazon and Crate & Barrel have run ads this year targeting gay couples.  Recently, J.C. Penney stood up against critics and refused to pull an ad campaign that featured Ellen DeGeneres, a vocal member of the gay community.

Mark Elderkin, CEO of the Gay Ad Network, notes that marketers believe public opinion has  changed enough that they’ve "passed the tipping point, where there's more to gain than there is to lose" by rolling out these campaigns. For the most part, these ads will be launched by progressive marketers, especially those who want to connect with the younger generation.

To learn more about Gay Issues Supporters, check out the Audience Interests & Intent Report available on the Research Store at ad​-ology​.com.

[Source: Italie, Leanne. Ads Come out of the Closet With Gay Themes. Tvnewscheck​.com. 7 Mar. 2013. Web. 21. Mar. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.