Branding Gay consumer segmentation
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Gay men can be considered a separate consumer segment from the general population. Gay men smoke at higher rates than straight men and women, with 24% of gay men being smokers compared to 19% of straight men and 11% of straight women. They can be targeted differently for marketing due to shared experiences around coming out and identity formation, socializing in bars, and using common symbols and representatives in the LGBT community to connect over a shared spirit.
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- 1. Gay Gender Segmentation Branding & Strategic Marketing Management Prof. Blümelhuber Stéphanie Brauer Solvay MBA Programme Laurent Dupont Part Time 2011 - 2013
- 2. Can «gay men» be a separate consumer segment?
- 3. Can «gay men» be a separate consumer segment? What are gays doing more than other groups?
- 4. smokers as % of total population Gays Straight Male 24 % 19 % Female 32 % 11 % Why?
- 6. Because... They are different Stress related to coming out and identity formation Much of socialising takes place in bars They have different needs and possibilities
- 7. Because... They can be approached differently
- 8. They share specific medium
- 10. They have own representatives
- 11. They share the same spirit
- 15. BE GAY DON’T SMOKE
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