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Back to Section One | Back to Arts & Entertainment
posted Friday, July 13 2012 - Volume 40 Issue 28
Wall Street Journal heralds new age of 'Gay consumerism'
Section One
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Wall Street Journal heralds new age of 'Gay consumerism'

by Shaun Knittel - SGN Associate Editor

Pink marketing just got its biggest endorsement yet: The Wall Street Journal says we are entering a new age of 'Gay consumerism.'

In an article published July 9, entitled 'More Retailers Are Courting Gay Customers,' the Journal's Karen Talley writes:

'Many retailers are turning their attention to Gays and Lesbians, a group that wields substantial buying power but isn't fully integrated into mainstream advertising. Similar to other moves to attract different minority groups, the push comes with risks, as it could threaten the retailers' relationships with some of their longtime shoppers.

'Nonetheless, from J.C. Penney Co.'s high-profile hiring of openly Gay Ellen DeGeneres as its spokeswoman, to Target Corp. selling same-sex greeting cards, retailers are trying ways to cozy up to a community that by one estimate is as much as 16 million strong and has almost double the disposable income of the average American - some $49,000 per capita, compared with the $26,000 average.'

One Million Moms, an anti-Gay group, refused to comment on the story, but Kate Coultas, a spokesperson for J.C. Penney, did tell the WSJ that the retailer is 'committed to being a store for all Americans. Our marketing reflects the diversity of today's families.'

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