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The many shades of pink

Gays refuse to conform to one-dimensional identities BY NINA PENTEADO
assive, middle-of the-road, mass market segments no longer exist. More than ever before, Canadian consumption patterns are reflecting changes not only in population demographics, but also changes in real attitudes often exclusive to vocal and dynamic niche groups. Canadian shoppers do not single mindedly make lifestyle purchasing decisions that override communityspecific cultural differences, or "sexual boundaries." Brands like the Toronto Blue Jays. A&P. Absolut \odka, Labatt Blue and Moison ' Canadian have done extremely well by specifically targeting the gay community, while others that have neglected to do so have not fared nearly as well. Purchasing decisions are not made in a vacuum. A gay professional will probably choose a product or service by a company that exercises gay-positive corporate citizenship, or if its advertising is specifically targeting the gay community. Purchasing decisions, therefore, absolutely do go beyond mainstream lifestyle aspirations. Over the years, multiculturalism has adapted itself to include "diversity." Groups are differentiated not only by ethnicity, country of origin and language, but by sexual orientation as well. Toronto is a city with a population of more than 2.5 million people, where more than 200 languages are spoken, and where more than 200 cultural groups, including the gay community, coexist. Multiculturalism is a dynamic and ongoing process, so marketing to multicultural

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that have gay and lesbian positive corporate policies. Toronto's gay and lesbian cultural fabric today is a reflection of its political history. In 1973, for example, the City of Toronto officially included sexual orientation in its anti-discrimination policies, and the American Psychiatric and Psychological .Association thankfully deemed homosexuals quite sane. Toronto's Gay Pride Parade brings in S60 million to S80 million gay and straight dollars annually, and should not be underestimated or misunderstood. It was and still is very much a march rooted in the communities' history. In 2001. Statistics Canada estimated that b.l>c of the population is homosexual. Yet, only a small percentage of the homosexual population is "self-identifying" or "out." .As sizeable as the community may be, it is not a monolithic purchasing powerhouse. Often, the gay community is referred to as gay, lesbian, bisexual and trans-gendered, and it is multicultural to boot. Diversification within this group has resulted in the formation of groups such as GAT, Gay Asians of Toronto. More mainstream marketers are beginning to understand that community segments have their own personalities and purchasing characteristics. This is especially the case with brand managers who are trying to drive up sales by leveraging their products against "community-specific lifestyles." The macho beer business, for example, has invested a lot of cash in local gay sponsorships with very handsome returns. So the questions remain: Are

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communities also requires a dynamic approach. The process of understanding community segments by engaging them, or what I like to call a "metropological" approach, is critical. Not unlike multiculturalism, metropology recognizes and positively accepts groups with community-specific characteristics and cultural beliefs, but it does so primarily to affect the bottom line.Toronto's gay and lesbian community is a politicized demographic. Corporate sponsorship opportunities at Toronto's annual summer Gay Pride parade, or Toronto's AIDS Committee-organized event, Fashion Cares, do not come easy. They are often exclusively offered to companies
NINA PENTEADO is president of BeeCause, a Toronto research company specializing in niche segments. MARKETING

Canadians reach* tor gay-tjigtitd advertising on a national sc; think so. Are creatively challenged creative directors the problem? I don't think so. Are some of the more risk-phobic brand managers, who are still focusing on uni-dimensional approaches the issue here? We do not know. As of yet, no major marketing person has really boldly jumped out of the mainstream marketing closet to find out. "Brand breakthrough" within this valued consumer segment can easily turn into "brand breakdown." Genuinely tuning in to the gay communities' attitudes and opinions, and looking beyond homogenous lifestyle marketing tactics and strategies, are important steps to take if a marketer wants to create a lasting and meaningful marketing presence in this valuable community. d

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