Out of the Closet and into the Marketplace:

This study suggests that an emerging, popular market profile legitimizing gays as a lucrative niche may need qualification. Those targeting the gay community encounter subtlety and contradiction that traces to a history of exclusion and discrimination. Using data from a major Seattle (WA) survey, the study examines barriers to securing goods and services. While basic demographics such as gender have a strong influence on perceived barriers, other issues such as a need to conceal one's orientation, abuse encountered, and means to complain are examined. In short, to those seeking characteristics of a potentially powerful market segment, this study seeks to identify and discuss market areas most likely to drive gays and lesbians back into the closet.