Brands from Apple to Budweiser to JCPenney are becoming more interested in gay consumers, with many brands making concerted efforts to target the LGBT market.
Why? What is really at stake? Here are just a few numbers surrounding LGBT consumers and the differences in spending power of gay households vs. the American general market:
23% higher median household income1
24% more equity in their homes1
26% of gay men say they will pay more for top quality brands2
30% have taken a major vacation in the past year2
40% bought a new smart phone in the past year2
Estimates put the buying power of the LGBT community at over $800 billion annually. Some marketers are realizing that they may need to adjust their plans to accommodate this segment, or at least make sure that their marketing spending is inclusive of this valuable target. But many brands have been slow to pick up on the impact of the gay and lesbian consumer on their sales. Some are content to let their general market messages do the job of reaching everyone, and see no reason to pay special attention to LGBT consumers.
via LGBT Community Untapped Market Consumer Brands – Business Insider.
Barilla Pasta stepped on a landmine this week telling Italian media the company would never feature or market directly to gay couples. If they had a problem with that, said its chairman, they could eat another brand of pasta.
I pity the fool who messes with the purchasing power of the LGBT community.
The remarks as widely reported, were made by Guido Barilla on La Zanzara, an Italian radio program.
I would never make a spot with a homosexualfamily. Not out of a lack of respect but because I do not see it like they do. (My idea of) family is a classic family where the woman has a fundamental role.
He went even further saying, “Ours is a classic family where the woman plays a fundamental role. If [gays] don’t like it, they can go eat another brand,” according to a Reuters translation.
Competitor Bertolli Germany lost little time presenting itself as that very option, as told by AdWeek. Posting a photo and caption that translates to “pasta and love for all” on its Facebook page and resurrecting a commercialfrom 2011 featuring gay couples.
via Barilla Earns Gay Boycott, Learns Taking Sides Is Bad For Business – Forbes.