Census 2000 may have gathered information on self-identified same-sex partners, but a broader picture of gay and lesbian citizens remains elusive-except when it comes to their profiles as consumers. The latest comprehensive data on these consumers comes from a joint study by marketing firms and Syracuse University, and its results both confirm some previous assumptions and reveal a remarkable trend toward "nesting"-individuals having partners or children.

Jeff Garber, president of marketing company OpusComm-which cosponsored the study with the gay Web company GSociety-says marketing is itself a form of activism: "Having our presence acknowledged in advertising campaigns has increased awareness and promoted more acceptance [of gay people] in society at large." He added, "It's a win-win situation if advertisers can create advertising [that's] respectful and recognizes the wonderfully diverse community that we are."