Untold millions: secret truths about marketing to gay and lesbian consumers

Contents Foreword * Acknowledgments * Chapter 1. You Can Bank on It * Recognize What Is Changing * Coming Out with the Code * A Melting Pot of Coded Messaging * Reading the Future Between the Lines * Seeing Is Believing * Real People and (ital)The Real World * Moving Ahead * Chapter 2. Visibility: The New Politics of Profit * Strong Medicine for Corporate America * Refocusing the Images * Putting First Things First * Gay Is Good--Big Is Not * Communicating Sensitivity * Understanding the Influence of the Gay Male Aesthetic * Changing Times for the Gay and Lesbian Consumer, Employee, and Investor * Communicating Legitimacy in an Age of Grief * Chapter 3. Will the Real Gay Consumers Please Stand Up? * Elevating the Discussion and the Science * Staying Mindful of Statistical Games * How We Got Where We Are * Identifying the Consumers That Matter * The Population Estimates on Gay and Lesbian Americans * The Overall Picture * Chapter 4. Understanding Pride and Pragmatism: A Marketer's View of Modern Gay and Lesbian Culture * Economics and the Sexual Identity Crisis * Adaption and Change * Context Matters * A General Gay and Lesbian American Profile * Attitudinal Profile of Gay and Lesbian Americans * The Psychology of Disenfranchisement * Business and Marketing Implications * Chapter 5. Brand Loyalty, Management, and the Creative Process: Promoting Products and Services to Gay and Lesbian Consumers * The Equality Principles on Sexual Orientation * Take Action Be Decisive * Fifty Great Ways to Build Stronger Customer Relations with Gay and Lesbian Consumers * Corporate Nightmares: The Truth About Boycotts and Backlash * Common Sense Public Relations * Gay and Lesbian Consumer Demand: Key Areas of Growth * General Strategy * HIV and the Gay Marketing Moment * Chapter 6. Key Cities and Emerging Opportunities for Business * Investing in Taste * Healthy Living * Entertaining the Masses * What to Wear * Gay and Lesbian Travel * Fund-Raising * Gay and Lesbian Book, Magazine, and Newspaper Publishing * Media, Advertising, and Direct Marketing * Changes Yet to Come * Chapter 7. The Future of the Gay and Lesbian Marketplace: Considerations at the Door of the Twenty-First Century * Times Are A-Changing * Appendix A: Independent Information Sources for Gay- and Lesbian-Oriented Advertisers and Marketers * Appendix B: A Note on Yankelovich MONITOR's Sensitivity Techniques * Notes * Bibliography * Index