Last Updated Aug 23, 2007 4:17 PM EDT
Levi's VP of marketing Robert Cameron said:
"I think what's surprising is how long it's taken us to get there. Just to put (a commercial) on a gay-targeted channel like Logo that actually reflects the people who are watching it shouldn't be such a radical notion. It really shouldn't be."It shouldn't be, but it is -- or Levi's would have done it already.
Considering that gay spending power is set to hit $2 trillion by 2012, it's shocking some companies aren't capitalizing. Perhaps some of them fear advertising to homosexuals will alienate their straight supporters.
- Based on survey results, 82 percent of straight consumers would not feel alienated if a company advertises to the gay community
- Harris Interactive found that 49 percent of lesbian and gay respondents agreed with the statement "I prefer to buy everyday products and brands that target gays and lesbians over competing brands that do not."
- 47 percent of lesbian and gay respondents agreed with the statement "I trust brands more if I have seen them advertised in gay media."
"This year's report confirms how, in just one decade, gay and lesbian consumers have gone from an overlooked niche to an audience that Fortune 500 companies are working overtime to reach. The numbers make it clear that corporate America recognizes and values both the spending power and influence of gay consumers."Some companies are capitalizing and some companies are testing the waters; some will have a slice of $223 million and some won't. Where does your company stand?
(Gay Billboard Image by avlxyz)