Gay Purchasing Power a Significant Force, Major Study Reveals

Syracuse, New York – October 17, 2001 -- The median combined household income of gay couples is $65,000, nearly 60 percent higher than the 1999 U.S. median income of $40,800, a first-of-its-kind study reveals. Advertisers are taking notice. “We’ve always surmised that gay purchasing power is a force to be reckoned with,” says Jeffrey Garber, founder of the project study. “What was needed was a yardstick to accurately measure the impact of gay and lesbian consumerism.”

Garber, president of OpusComm Group, Inc., in conjunction with the S.I. Newhouse School at Syracuse University and media/entertainment company GSociety, Inc., has developed the first comprehensive and in-depth census of the economics and buying habits of the gay and lesbian market.

The Internet-based census was designed to poll gay men and lesbians about their education, jobs, spending practices, and politics, and make that information available to advertisers. “Gay men and lesbians collectively are an important consumer constituency,“ according to Garber. “The 2001 Gay/Lesbian Consumer Online Census will become one of the primary tools used to educate mainstream advertisers about this unique and widely ignored niche market.”

“A few major corporations are beginning to reap the rewards as pioneers in this market,” says Syracuse University Professor Amy Falkner, expert in targeted advertising and how different groups use the Internet. “Gay and lesbian advertising is moving “out of the closet” and into the mainstream market.”

Nearly 6,000 U.S. respondents completed the 40 minute long census.

The study reveals a significantly higher median income for gay households than the U.S. median. More than a fifth of respondents reported a total combined income of $100,000 or more. Nearly 60 percent of gay male households and 46 percent of lesbian households showed a combined income in excess of $60,000.

“This means well-heeled gay and lesbian couples, sharing two incomes and generally without the expense of raising children (13 percent of Gay/Lesbian couples have children under 18 years of age living at home), can plan to be actively courted in the near future by industry and services anxious to open up this “new” market,” says Falkner.

In findings destined to change the way advertisers cozy up to the affluent gay and lesbian market, the study reveals a strong tendency among this group to buy products or services from companies they know to be gay-friendly.

“You’ll be seeing many more large corporations “coming out” as friendly to gays, once they see what a positive image in the gay community can do for sales,” explains Cary Gilbert, vice-president of gay entertainment/media company GSociety, Inc. “It isn’t being deceptive or devious on the company’s part. Instead it’s a matter of taking the opportunity to be open and positive about their policies and goals concerning the gay population. That recognizing gay clients has a positive effect on the bottom line is a side benefit — and a compelling one.”

Nearly 9 out of 10 census respondents are registered voters, and 79.8 percent of them voted in the 2000 presidential election, as compared to 49 percent of the general public who voted in the 1996 election, according to the Clerk of the U.S. Congress. The great majority — 68.8 percent — are registered Democrats.

“Money talks, the same in politics as in business,” Garber says. “As the gay and lesbian economic power base becomes more widely recognized, we are sure to see many subtle and not-so-subtle changes in the way the gay population is courted.”

The Census is the combined effort of three partners:

OpusComm Group, (Founder of the 2001 Gay/Lesbian Consumer Online Census Partnership)

The founders of the OpusComm Group have been providing exciting and effective marketing, public relations and advertising to a broad range of clients from Fortune500 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 with unparalleled knowledge to reach untapped markets. Our strength is in consultation with community sensitivity in the market planning and execution for all types of mainstream advertisers to target the gay/lesbian community. 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 Jeffery 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

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