LGBT Pride and the $1 Trillion Rainbow Market
To some, Pride has morphed into a marketing extravaganza, replete with top-name corporate sponsors and rainbow-themed campaigns specifically targeting the Lesbian, Gay, Bisexual and Transgender (LGBT) community.
- To some, Pride has morphed into a marketing extravaganza, replete with top-name corporate sponsors and rainbow-themed campaigns specifically targeting the Lesbian, Gay, Bisexual and Transgender (LGBT) community.
- A recent quick poll of LGBT Americans by insights and analytics firm Kompren found that the vast majority (87%) view Pride as both a social and political event.
- Moreover, the LGBT audience is highly sensitive to the approach and messaging of corporate sponsorships at Pride.
- "With an estimated annual purchasing power approaching $1 trillion, the US LGBT market now rivals other minority groups," said Ben Piper, Principal Analyst at Kompren.