The Power of The Pink Dollar An increasingly Sought After Market. Published July 22nd 2013 By Xander Gibb
With the recognition of gay people having a higher disposable income, some business people think the pink Dollar has become one of the most increasingly sought after markets.
From bars, to restaurants, to shops and now even multinational companies are getting in on the act. In recognition of our spending power, it seems that IKEA have often used overtly gay advertising in order to sell its products. So take heed TARGET!
In America over the years there has been lots of overtly gay advertising for products ranging from furniture to whisky. One ad agency chief said of the gay market: "With spending power of this caliber it would be mad not to cater for them." IKEA have already got our attention with prime time ads and there is hope that there will be more.
Other companies who have used gay advertising include banana republic, with kissing lesbians, K-Mart, using two older queens plus Johnny Walker whisky and Paco Rabanne being more ambiguous. Guinness was rumored to have made a gay advert some years ago - though the media debate at the time guaranteed it was quickly shelved, never to have been aired.
Is it that “Us Gays” are coming back into fashion again? I wonder? A certain fast food chicken company where recently boycotted by gays because the company was believed to be antigay.
It seems that some companies try to dominate the market by enabling the product to appeal to us although I wonder how easy this actually is. Are we that gullible that a hot guy can sell us anything? Wrap him up I’ll take him away.
I feel that advertising could possibly be on a sticky wicket, as it’s a real presumption that “Us Gays” will buy one product rather than another just because of its advertising.
If the product is bad good advertising certainly won't make up for it in any way. IKEA apparently said their gay targeted adverts treated people 'as people, and that gay money is “every bit as good as straight money”. (Well thanks for that)
It seems that the hallmark of these ads is to recognize homosexuals as responsible members of the community. (I guess that’s when we are not tearing at the fabric of society) I've haven’t met many responsible gay people lately. (Just kidding of course)
Although in some ways it's good that gays have been shown in this light & some may say that we're being exploited. No matter what you think, it seems odd that mainstream companies should take such an interest in the finances of our community. Clearly they see the potential of marketing to us.
General Mills Cereals recently came out in support of gay people & gay marriage. They even changed their product Frosted Lucky Charms to “Rainbow Colors”
They even adopted a slogan, Lucky to be! How this is any different from that nasty chicken company opposing gays & gay marriage I am unsure. It’s all about selling product & we are on to you!
I doubt any of this marketing has been derived from any equality school of thought but rather a profits point of view. It would be quite different if these companies said 10% off for the LGBT community but I don't think they would. When I buy a product or use a service I use it or buy it for how good it is first and very rarely does the gay-friendly factor come into it.
If a company has out and out slammed the gay community or supported Anti-gay organizations or individuals then I would definitely boycott them although I think that most companies would be very careful as to their public image.
Target came under attack for donating monies to Minnesota GOP candidate Tom Emmer who openly opposes gay marriage. Target CEO Greg Steinhafel maintains that it still supports the LGBT community and has no agenda. This highlights the risks for companies that make political commentary or corporate donations to political groups.
As you may have guessed this homosexual will not be shopping at that nasty chicken joint in the near future or probably ever again. I am convinced that they will come up with a T.V ad to counterbalance the situation. Who knows maybe Elton John will be available to sell out again if the price is right. I am sure they have no regrets regarding its decision but I watch with interest at their actions to find face with the gay public again.
I do look forward to seeing more 'gay-friendly' ads though, as there maybe some hot guys in them and maybe this is the pulling power. I still I don't think it will sway me. Maybe if they where smeared with chocolate and…………. Ok enough of my drivvle. They could always offer me an advert though: 'Xander Gibb' advertising Martini or Champaign, or a men's cosmetic range. No not a diet product you bitches! I can dream, can't I?
Peace and Luv, Xan x
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Xander Gibb has written for many publications and writes with an unapologetic response to the world around.