Things and Stuff

In the constant quest for firms to expand, new markets are always on the radar.  As soon as a subculture becomes mainstream, as soon as an image becomes popular, as soon as an idea takes flight, or as soon as a country’s GDP reaches a certain level, they are suddenly transformed from a niche area into a full-fledged market that attracts the attention of all the firms within a stone’s throw.

One of these markets that is just starting to take off is the new level attention given to the formally named ‘queer market’, or less formally, the gay community.  I am not speaking about certain products that are made for individuals in the gay community; as long as the community has existed publicly, there have been products targeted towards its members.  After all, there are those market researchers who consider the gay man to be the dream consumer: “higher disposable income, education, good taste, and a desire to purchase high quality products.” (http://www.allbusiness.com/marketing-advertising/advertising/292447-1.html; check it out for a critical look at this stereotype and more ideas for marketing to the gay community) However, keep in mind that this stereotype by no means describes the entire gay population, and you understand the problems with painting the entire gay community with one brush when it comes to product design.

No, what I am speaking about here is the incorporation of gay symbols or images into the everyday advertising that typically tries to connect all customers.  See, for example, the Rainbow Absolut vodka bottle that was released in 2008 in honour of 30 years of the Rainbow Pride flag.  Or, as an alternative, the TD bank ads that portray the perfect couple and happy marriage as extending beyond the conventional man-woman relationship.

This incorporation of the gay community into mainstream society via marketing represents an important societal shift in that it conveys acceptance and equality, both of which the gay community are still striving for on many counts. This Wednesday, Oct. 20, is Spirit Day, created to demonstrate solidarity with the gay community and to encourage open and welcoming communities.  Events such as this, which has over 60,000 attendees on Facebook alone, are demonstrative of society’s changing perception of the gay community.  It only makes sense that the marketing world tap into this as well.