embrace key characteristics of the lgbtqi community This is the second of five ‘Thoughts of the Day’ addressing the marketing opportunities in the LGBTQI community. It would, of course, be folly to suggest that this is a homogeneous community. It is anything but. For this reason, among others, the primary focus here is on people […]

embrace key characteristics of the lgbtqi community This is the second of five ‘Thoughts of the Day’ addressing the marketing opportunities in the LGBTQI community. It would, of course, be folly to suggest that this is a homogeneous community. It is anything but. For this reason, among others, the primary focus here is on people identifying as gay or lesbian. There are a number of differences between homosexuals and heterosexuals, same-sex couples and heterosexual couples. Consider: • 76% of same-sex couples are aged under 50, compared with 56% of opposite sex couples • The average age gap for same-sex female couples is 4.8 years, compared with 3.7 for opposite sex couples • The average age gap for same-sex male couples is 6.6 years, compared with 3.7 years for opposite sex couples • 12% of same-sex couples have children, compared with 54% of opposite sex couples, and 89% of same-sex couples…