Publishing | There are thousands of gay blogs and sites, but even in this field, there's room for innovation: check out stylish He Said Publications, a new local ezine that targets the gay community and covers cool new restaurants, nightclubs, art and boutiques in Denver.
Currently under development, Paradise One Condominiums is part retirement community and part upscale condominium, "a progressive community that is as Straight-Friendly as it is Gay Friendly." Stonewall Communities' vision is to develop and offer a range of options for older GLBT people.Stonewall Audubon Circle, currently under development, will be open to anyone regardless of race, colour, national origin, religion, familial status, age, handicap, gender, sexual orientation, gender identity or gender expression.The Resort on Carefree Boulevard bills itself as Southwest Florida's premier lesbian destination, with a mixture of full-time and holiday residents ranging in age from 40 to 85 years, both working and retired. First published: August 2007 | (This is the second of three FOREVER TRENDS covering women, the gay community and baby boomers.) Many brands now actively target the gay community, as even the most conservative execs have come to realise that there's just too much money to be made from well-to-do, happy-to-spend GLBT consumers. According to PR and marketing firm Witeck-Combs, the buying power of US gays and lesbians will exceed USD 835 billion by 2011.And merely acknowledging consumers who sadly are used to being ignored if not vilified, does wonders for brand loyalty. Witeck-Combs' report for this year pegs the 2006 buying power of gays and lesbians at USD 660 billion, an amount that will increase significantly as the gay and lesbian population, estimated at 15.3 million, grows to a projected 16.3 million in 2011. British gays—accounting for around 6% of the population, or about 3.6 million—pocket an estimated USD 130 billion annually.
Openly gay men in full-time jobs earn USD 18,000 a year more than the male national average. (Source: Out Now Consulting, April 2006.) Two more sources of PINK PROFITS numbers and examples: Gay Market Express, Gay Market News and Gay Marketing 101. Advertising | Let's first (briefly) highlight gay-friendly advertising, which for most companies is a first step towards more inclusive product development.From Time Magazine (August 2006): “Advertising in gay-oriented outlets is flourishing.Beverage companies like Anheuser-Busch, holiday firms including Travelocity and automakers such as Ford helped nudge advertising spend in the US gay and lesbian press to USD 212 million last year, up more than a quarter since 2003.” To get started, or to further hone your GLBT advertising skills, check out Commercial Closet Association, a New York City-based group that counsels firms on smarter representation of gays in advertising, and has numerous overviews of gay-inclusive ads and commercials, including the nominees for the Images in Advertising Award 2007.Now, back to product and service innovation: Construction | Brazilian civil construction firm Tecnisa hired a GLBT market consultant three years ago, training sales teams to sell to the GLBT segment.As a result, 12% of Tecnisa's total sales now come from this segment.As anyone entering this field will quickly find out: a little respect for the gay audience goes a long way in terms of loyalty!