GLBT community: $712 billion marketplace in 2008

Earlier this week, I sat in on a LGBT Marketing Webinar, hosted by Serge Gojkovich of Gay Consultants, Inc. and including Bob Witeck of...

Earlier this week, I sat in on a LGBT Marketing Webinar, hosted by Serge Gojkovich of Gay Consultants, Inc. and including Bob Witeck of Witeck-Combs Communications, David Paisley of Community Marketing, Inc., and Matthew Skallerud of Pink Banana Media. Read more about the webinar after the jump.


Witeck started off the webinar with some statistics about LGBT consumers, including that the community is expected to have $712 billion in buying power in the US in 2008. Other statistics include that 32% are heavy Internet users (between 24 and 168 hours online per week), compared to only 18% of non-gays, and that 21% of gay and lesbian adults feel somewhat or very positive toward advertisements found on blogs, compared to 9% of non-gays. When corporations support LGBT causes, including equal workplace benefits, the community takes notice and, according to Witeck, 70% are likely to consider brands that support nonprofits and causes important to LGBT consumers.

Paisley discussed Marketing Best Practices: LGBT Niche Communications and Sales, including how to reach specific segments of the community, like broken down by age. Likewise, he discussed how to refer to the GLBT community, reporting that 60% of gay men and 56% of lesbians said "gay and lesbian" should be used to refer to the community, while 41% of gay men and 29% of lesbians prefer GLBT, and 41% of lesbians and 29% of gay men prefer LGBT.

Lastly, Skallerud discussed "Web 2.0 and the GLBT Market," including how to use Facebook, blogs, and online photo albums to spread the message about events and campaigns focusing on the GLBT community.

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