Marketing the Rainbow
Does The Gay Consumer really exist?
Surveys
In order to get a perspective on the question "why do companies target the gay consumer", I set up two surveys in: one for consumers, one for suppliers.
When both surveys were I received over 1,100 replies from suppliers, and 3,200 from consumers. All subgroups have a minimum of 200 participants, so enough for statistical purposes.
To all participants: thank you very much for your input!
Relevant results will be published in my blog in due course, the brands will be analyzed in the section Case Studies, and the (statistical) results of the surveys can also be found here:
These are all (print) ads, used to target LGBT customers/employees.
Click the images for a larger picture and comments.
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