Rainbow Roses
Rainbow Roses by echiechi @ Pixabay
When Subaru came out (Classic)
- How Lesbians Helped Save Subaru - NPRAired June 29, 2022. Note: This episode originally aired in 2016. In the early nineties, Subaru was in trouble. The cars were fine. They ran well enough. But sales had been slumping for years. Subaru was up against giants like Toyota and Nissan. And it was losing. It needed a way to stand out.
Lesbians & U-Haul
- Why Lesbians U-Haul? by amzanzalThere are people that point fingers saying women move too fast into commitment. They use this joke as a sort of slur but the reality is there may be several reasons women would Uhaul and they’re not always that different from their heterosexual counterparts.
Image by Hitcome @ Pixabay
Academic Articles
Below is a list of databases with sample citations to full-text articles about lesbians and marketing. All are available via the University of Kentucky Libraries.
- Business Source Complete
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Gudelunas, David. Consumer myths and the gay men and women who believe them: a qualitative look at movements and markets. Psychology & Marketing; Jan 2011, Vol. 28 Issue 1, pp. 53-68. - EBSCOhost
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Baxter, Susan. Evidence on the marketing approaches targeting gay and lesbian consumers. Global Journal of Business Research (GJBR); 2010, Vol. 4 Issue 2, pp. 125-139.
Book Titles
- InfoKat Discovery This link opens in a new window
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InfoKat Discovery allows you to quickly search multiple UK library resources simultaneously, including books, journal articles, dissertations, government documents, archives and special collections, images, maps, videos, music and open access content. InfoKat Discovery does NOT include all of the journal articles available through our databases.
Articles on the Web
- 13 Lesbian and Queer Women-Owned Brands to Support During Pride (and All Year Long) by Carrie BellWhat you buy and where you shop matters, especially in this day and age where pinkwashing is common practice, with big-name brands and mainstream retailers commandeering Pride Month to release out-and-proud and “love is love” lines just to cash in as they do with just about every holiday or celebration. Rolling Stone. June 15, 2022.
- Community Marketing and Insights: LGBT Workshops & Custom TrainingMarketing, advertising and PR executives of all industries who want to successfully reach gay and lesbian communities, and initiate or update effective strategies.
- GreenBook: Gay and Lesbian MarketCompanies that offer market research services related to the gay & lesbian Market. Review and compare vendors able to conduct a research project associated with gays and lesbians.
- Jägermeister And The Roku Brand Studio Co-Produce “The Lesbian Bar Project” by Alyssa BoyleRoku premiered “The Lesbian Bar Project” in New York City, a docuseries chronicling lesbian-owned bars scattered across the country. The three-episode miniseries was co-produced by German liqueur company Mast-Jägermeister and Roku’s Brand Studio. adexchanger, October 7, 2022.
- Lesbian Women in Ads - The Gender ADs Project, by Scott A. LukasThis website is focused on the cultural intersections of gender and advertising.
Types of Products Marketed to Lesbians
This list is NOT an endorsement of any product mentioned below.
The selections represent a small sample of the types of products and services marketed to lesbians.
- Curve MagazineCategory: Magazines and other publications
- DykeTees.ComCategory: Clothing and shoes
- gaychurch.orgCategories: Church, religion, spirituality, belief.
- Lesbian Jigsaw Puzzles at CafePressCategory: Puzzles, games, posters, etc.
- Lesbian Realtors / LGBT Real EstateCategory: Real Estate services
- Olivia Lesbian TravelCategory: Travel and vacations
- Pink WebCategory: Lesbian and Gay-friendly businesses
- Popular Lesbian Books @ Good ReadsCategory: Books
- PrideID.comCategory: Jewelry
- WolfeVideo.comCategory: Movie videos
Lack of Marketing to Lesbians
- Consumer Responses to Homosexual Imagery in Advertising: A Meta-AnalysisAuthors: Martin Eisend and Erik Hermann
Journal of Advertising, Volume 48, 2019 , Issue 4
Pages 380-400
"Rising support for the lesbian, gay, bisexual, and transgender (LGBT) community, paired with the considerable buying power of this group, has triggered increasing interest from marketers in the gay and lesbian market." - Inclusive Identities: Challenging Socially Constructed Perceptions of Femininity, Masculinity and Sexuality in MarketingAuthors: Elaine L. Ritch, Christopher A. Dodd
Journal: New Perspectives on Critical Marketing and Consumer Society
Publication date: 1 March 2021 - LGBTQ Marketing and Advertising: Best PracticesHuman Rights Campaign professional resources webpage.
- Toward an understanding of consumer self-marketing: An examination of gay and lesbian advertising appeals.Authors: Thomas, Jane Boyd and Peters, Cara
Journal of Cultural Marketing Strategy. 2019, Vol. 4 Issue 1, p112-130. 19p. - Why are advertisers still failing to represent lesbians? by Leonie RoderickResearch shows lesbians are one of the least well-represented communities in advertising, putting brands at risk of alienating this group of consumers. 2017