Diversity Markets: Gay and Lesbian
As the “gay market” grows rapidly, an increasing number of U.S. companies are recognizing that many gay and lesbian people and their friends and families make marketplace decisions as consumers, investors and job applicants, based on whether a company is perceived to be gay-friendly or not. What makes a company lesbian/gay-friendly, according to Greenfield, are internal policies of the company (such as human resources policies that support domestic partners), political support of the community, advertising featuring gays/lesbians, monetary support to the community and the selling of products targeted to the community
This section is a marketing and sales tool, enabling member firms to win new business and gain market share through culturally relevant communication and strategic approaches. It includes:
- The Gay and Lesbian Market
- Gay and Lesbian Culture
- Marketing to the Gay and Lesbian Customer
- The Gay and Lesbian Community and Finance
- Regional Demographics
- Business/Networking Organizations
- Professional Resources
- The Internet
- Recruitment and Retention Issues
- Diversity Trainers, Consultants and Executive Search Firms
- Business Colleges and Universities with Active Gay and Lesbian Student Organization
- End Notes