When is the last time you saw an ad featuring a gay woman? Chances are you might not even be able to recall a single commercial. Gay men have historically played a bigger role in advertising.
Click on pictures for larger image. Marketing the Rainbow. Subaru is the automobile manufacturing division of Japanese transportation conglomerate Fuji Heavy Industries, the twenty-second biggest automaker by production worldwide in
Nineteen ninety-eight was a watershed year in the battle for gay rights in America -- in a bad way. Bill Clinton had in nominated James C. Hormel as ambassador to Luxembourg.
There is some interest in lesbians, but mostly marketers hope that lesbians will interpret ads to gay men as appealing to them as well. Marketers occasionally acknowledge bisexuals and transgender people in their considerations of the gay market, but most believe these groups to be too small to warrant marketing attention. FYI… Read a fuller account of the evolution of media directed to gay readers.
More power to them. But Ikea was the first marketer to feature a gay couple in a mainstream commercial. Twenty years ago.
That was the question faced by Subaru of America executives in the s. Rather than fight larger car companies over the same demographic of white, to year-olds living in the suburbs, executives decided to market their cars to niche groups—such as outdoorsy types who liked that Subarus could handle dirt roads. Then they discovered a fifth: lesbians.
Click on pictures for larger image. Marketing the Rainbow. International tennis legend Navratilova was embraced by Subaru of America after the company began courting the lesbian market in
At a time when gay marriage has been sanctioned in a dozen U. The year-old chain had already raised the hackles of the morality police for a similar ad portraying lesbian moms and for enlisting Ellen DeGeneres as a spokesperson. More and more brands want the same thing, making their intentions clear with similarly unambiguous advertising.
Pink capitalism also called rainbow capitalism homocapitalism  or gay capitalism is the incorporation of the LGBT movement and sexual diversity to capitalism and the market economyviewed especially in a critical lens as this incorporation pertains to the gaycisgenderWesternwhiteand upper middle class communities and market. Pink capitalism is a targeted inclusion of the gay community which has acquired sufficient purchasing power referred to in this context as pink money to generate a market focused specifically on them. Examples of such targeted inclusion are bars and nightclubsLGBT tourismor specialized culture consumption.