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FOR IMMEDIATE RELEASE Contact: Jeffrey S. Garber OpusComm Group, Inc. 315 Highland Ave. Syracuse, NY 13203 Gay and Lesbian Relationships and Parenting Explored in Major Census Syracuse, New York - October 17, 2001 - Another gay myth is being debunked by a just-released report studying the consumer habits of gay and lesbian people. The 2001 Gay/Lesbian Consumer Online Census reveals that more than half of the respondents are living in a committed relationship. “Gay men, especially, have long had the reputation for being lone wolves, moving from partner to partner in short term relationships” says Project leader Jeffrey Garber, president of OpusComm Group, Inc. “The study shows this is not necessarily the case.” The census, a joint project of OpusComm Group, The S.I. Newhouse School at Syracuse University, and media/entertainment company GSociety, is the most in-depth study to date to explore the consumer patterns of gay and lesbian people. Of 6,351 respondents, 5,869 are from the United States. Almost exactly half the survey respondents (49.5%) describe themselves as partnered. Three percent more state they have had a civil union ceremony. Higher proportions of lesbians described themselves as partnered (57.8%, as compared with 42.9% of gay men) or to have had a civil union ceremony (5.2% of lesbians compared to 1.4% of gay men). Almost a third (32.9%) of gay men in the study were in relationships of at least eight years, compared to about a fifth of lesbians. “These numbers significantly change the profile of the
average gay or lesbian person,” explains Amy Falkner of Syracuse University’s
S.I. Newhouse School of Communications This is especially noteworthy, because
when combined incomes of a couple are considered, gay men and lesbians become
one of our our most affluent “Advertisers are taking notice,” Falkner says. “Advertising in both gay and mainstream publications will become more gay-friendly as retailers and service providers target the gay and lesbian market. We already see some gay-oriented marketing in the travel and beverage industries, among others. Prepare to see much more.” “The audience for gay-friendly advertising stands to increase, as the social stigma of being gay or lesbian and living together lessens and becomes more the norm,” says Barnes. Garber further adds, “As we see more gay couples on TV and in the news, gays living together becomes more and more an accepted option. And two people living together, sharing expenses, tend to have more of the disposable income advertisers vie for.” Almost 13% of respondent gay and lesbian households have children under the age of 18 living at home. More than three-quarters of those households with children were lesbian households (78.4%). U.S. census data indicates 29.6% of all U.S. households have a child under the age of 18 living at home. The Census is the combined
effort of three partners: OpusComm Group Inc., (Founder of the 2001
Gay/Lesbian Consumer Online Census Partnership) The principals of the
OpusComm Group have been providing exciting and effective marketing, public relations
and advertising to a broad range of clients from Fortune 500 to small
businesses for over sixteen years. Now,
as one of the world's leading researchers in Gay/Lesbian consumerism, we provide
the strategy that can guide you through implementation to reach untapped
markets. Our strength is consultation
of sensitive issues and market plan development for all types to target the
gay/lesbian community in the mainstream media. www.opuscommgroup.com The S.I. Newhouse School of Public Communications at Syracuse
University -
As one of the world’s leading academic and research institutions in the field
of communications, S.I. Newhouse School of Public Communications at Syracuse
University is leading the development of the Census. www.syracuse.edu GSociety, Inc.
- A media/entertainment company whose reach and distribution channels target the
millions of gay and lesbian consumers worldwide. The GSociety family of companies provides advertisers direct access
to this valuable market. For more
information, visit www.gsociety.com Media Sponsors: Advocate, Axess Promotions, Curve Magazine,
Express, Gay Crawler, Instinct, Joey Magazine, Metro, Proud Parenting, and She
Magazine For
further information contact Jeffrey Garber, president, OpusComm Group, at
(315)422-6250 or jeff@opuscommgroup.com. Full
highlights of this study on Income, Politics, Consumer Behavior, Media habits,
relationships and other findings are available at www.glcensus.org ### IMPORTANT NOTICE: IN GRANTING BROADCAST/PRINT PERMISSION TO PUBLICIZE ANY/OR
ALL PORTIONS OF "2001 GAY/LESBIAN CONSUMER ONLINE CENSUS" INFORMATION PROVIDED .: You
are authorized to quote from this report only if credited as follows: “A
Syracuse University, OpusComm Group, GSociety Study". You may also want to add: “For more information please visit http://www.glcensus.org” |