First published in the Windy City Times April 4, 1996.
- The Japanese car manufacturer Subaru recently began a national advertising campaign to reach the gay and lesbian market, placing full page ads in national and local gay publications. The ads depicted two men or two women with copy that read, "It loves camping, the beach, and long-term commitment. Too bad it's only a car."
- Just a few months ago, Aetna insurance company decided to offer automobile and homeowners insurance coverage to "domestic partners," candidly defined as "two adults of the same or opposite sex engaged in a spouse-like relationship..."
- A nationwide bedding distributor called "Dial-a-Mattress" last year specifically targeted the gay market with advertisements showing a nude, sleeping man with copy that read, "Who you sleep with is your business. How you sleep is ours."
- Last year as well the furniture company IKEA ran a television advertising campaign in selected markets depicting a male couple picking out IKEA furniture for their home.
For many years gay publications have promoted the gay and lesbian community as an ideal economic market, one with favorable demographics in such areas of education, urban concentration, and disposable income.
It appears that major national corporations are beginning to suspect that those claims may be correct and are willing to promote products and services specifically to the gay market.
That we are a substantial "niche market" now seems a fairly well attested fact.
In a useful recent book, Untold Millions, marketing consultant Grant Lukenbill pointed out that a recent random survey of consumers by Yankelovich Partners found that six percent of its 2500 member panel were willing to identify themselves as "gay," lesbian," or "homosexual."
That amounts to 15 million consumers nationwide, a number we may reasonably expect to grow somewhat as more people feel comfortable identifying themselves as gay.
In addition, gays were more numerous or more willing to identify themselves in large cities: Yankelovich found that eight percent of its respondents in metropolitan areas of more than 3,000,000 described themselves as gay.
While those percentages may not seem overwhelming, they mean that in a multi- brand field, a solid gay constituency could constitute 15, 20, even 25 percent of the total purchases of any one brand of product.
Each company that promotes to the gay market reduces the psychological obstacles other companies face in doing the same. And each company that promotes to us to increase its market share pressures places pressure on its competition to do the same, if only to maintain theirs. Lukenbill calls this snowball effect the "gay and lesbian consumer revolution."
Granted the likelihood that this "revolution" is likely to continue, it seems useful to try to determine what it can do for us.
First of all, it is important to point out that there is little or nothing in this change that is motivated by benevolence or a concern for gay rights; it is founded on the desire for profits. This is good, not bad.
There is a famous quotation by Adam Smith to the effect that "It is not from the benevolence of the butcher, the brewer, or the baker that we expect our dinner but from their regard to their own interest."
When Aetna Insurance announced its willingness to offer insurance to gay couples, their spokesman said the same thing in modern "corporate-speak": "We need to recognized changing demographic situations and pursue those segments that we feel offer the best profit opportunities."
What the economic bottom-line argument does is insulate Aetna against any flamboyant rhetoric from the Religious Right that Aetna is "pandering to the homosexual community." By pleading economic necessity, the company tacitly rules out of court all arguments based on morality or claims that they are supporting deviance.
And the argument serves to solidify stockholder support for the new package by reminding them what is at stake.
At the same time, however, the very flatness of the language tacitly sends the message, "We do not regard gay couples as any different from anyone else."
Even more so, in a climate of lingering social disapproval, the assertively laissez-faire language of the "Dial-a-Mattress advertisement ("Who you sleep with is your business") constitutes positive support.
Like the Aetna initiative, the Subaru promotion was based on simple economics. According to Advertising Age, market research found that lesbians were four times as likely as members of the general public to buy a Subaru, so the campaign seems designed to solidify brand loyalty and build on that existing market advantage.
The campaign does at least two useful things besides getting gays together with a decent product. Most obviously, by advertising in the gay press, Subaru provides gay publishers with income to grow in size and hire more writers to research and produce more interesting news and feature articles.
But by their inclusion of two men and two women, the ads also provide implicit visibility for gays and gay couples, a visibility that has been absent when gays peered into the mirror offered by the general culture to see their existence acknowledged.
The Ikea ad using the male couple did the same, but had an additional impact because not just gays but the general public saw the image of a wholesome male couple establishing a cozy domesticity. The ad must have prompted a shock of recognition among young and closeted gay who may have never considered such a thing possible.
It must have come as a considerable surprise to members of the general public as well, for whom it served as a virtual Public Service Announcement to undermining notions that gays are socially harmful or a threat to the family.
In an interview with author Lukenbill, the vice president of Young and Rubicam's direct marketing division frankly acknowledged, "I was shocked at the IKEA ad. They spent money [targeting] the community and it got out in the world-at-large in a way that had a political effect that all my years of political activism never had."
In that light, it may be that the next significant jump in gay influence will take place through the economic sphere rather than in the currently stalled political arena. It is hard to disagree with Lukenbill's assessment that "[the] fight for human rights is now becoming an economic process as much as it has been a political process-a new cultural dynamism of identity."