Targeting Gays, Lesbians Is A Win-Win, New Survey Shows
by Aaron Baar, Thursday, May 15, 2008 5:00 AM ET
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=82610Gays and lesbians are not a large segment of the population - only about 8%--but they do reward marketing messages targeted at them, according to new research. Furthermore, targeting messages at the LGBT (lesbian, gay, bisexual, transsexual) community is barely registered by the general population. According to a survey by marketing agency Prime Access and media and entertainment company PlanetOut, more than two-thirds of LGBT consumers said they are more likely to buy products from a company perceived to be gay-friendly. Meanwhile, 74% of consumers identified as straight said a company's attitude toward the gay community had no effect on their purchasing decisions.
