Absolute Pride

Just in the US, Its population in 2007 was estimated to be of 15.5 million with an annual purchase power of 660 billions. They might represent a relative small part of the total population (7% US population) but with this amount of money the GLBT community (gay, lesbian, bisexual and transgender) is without a doubt an interesting segment. Their numbers are growing and they have the money.

GLBT community is showing some curious trends according to E marketer. For example gay adults seem to be more active when speaking of blogs. In an US survey ran last year, 51% of gay adults said they read blogs, 15% more than heterosexual adults. The numbers are similar in the posting of blogs or comments. Gay and lesbian internet users like and support online shopping and are enthusiasts with the implications of Web 2.0. In few words: “Gay internet users are leaders in online usage” said Wes Combs, president of Witeck-Combs Communications.
It is hard to accurately determine the size of this market (not everyone feels comfortable giving this type of information but studies show that it is growing in numbers and in importance.
Gigantic brands like Coke or Absolute have realized the potential of this segment. For example Absolute has supported the gay community for more than 30 years and have shown personalized advertisements for them, giving the brand positive results.
If you are trying to reach the GLBT communities here are some tips:

1. Above all respect
   
2. Some times it might be wise to not just place ads in gay sites, but also outside them. This shows that you care and that they are as important as anyone else.


3. Recognize directly their sexual orientation
   
4. Support GLBT events
   
5. Treat your gay or lesbian employees with the respect they deserve
   
6. Look for a gay-friendly positioning


7. Remember that gays and lesbians are not the same
   
8. Support pro GLBT groups (their families, friends, and parents, the Gay and Lesbian Alliance against Defamation, and so on)