Out of the closet and into the marketplace: meeting basic needs in the gay community.
This study suggests that an emerging, popular market profile legitimizing gays as a lucrative niche may need qualification. Those targeting the gay community encounter subtlety and contradiction that traces to a history of exclusion and discrimination. Using data from a major Seattle (WA) survey, the study examines barriers to securing goods and services. While basic demographics such as gender have a strong influence on perceived barriers, other issues such as a need to conceal one's orientation, abuse encountered, and means to complain are examined. In short, to those seeking characteristics of a potentially powerful market segment, this study seeks to identify and discuss market areas most likely to drive gays and lesbians back into the closet.
Bowes
J E
JE
School of Communications, University of Washington, Seattle 98195, USA. bowes@u.washington.edu
D005260:Female; D018452:Homosexuality, Female; D018451:Homosexuality, Male; D006801:Humans; D008297:Male; D008389:Marketing of Health Services; D011340:Problem Solving