Finally, the Truth: How Many Gay Americans Are There and What Will They Buy?

Finally, the Truth: How Many Gay Americans Are There and What Will They Buy?

Despite increasing anecdotal evidence that the number of gay, lesbian and bisexual people in the United States is on the rise, there continues to be a dearth of hard data to accurately describe the group. What has been especially problematic is the use of some consumer-research data to support the widely held market perception that the great majority of the gay, lesbian, bisexual and transgender (GLBT) community is wealthier and better educated than most Americans. So while marketers trumpet GLBT consumers as a "dream demographic" with loads of disposable cash burning holes in their designer pockets...

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