The Gay - Grey markets

This week I gave a conference speech with Jo Rigby from OMD. The event was staged by the Ingenious Group, the UK’s leading social marketing company.

Jo and I were on in a slot called ‘Diversity Special’ with Ian Johnson, Managing Director, Out Now Consulting. As the name suggests this company targets the Gay market. Listening to Ian’s excellent presentation I was struck at how many similarities there are between the Gay and Grey markets. Both are treated as slightly ‘odd’, stereotypes abound and they are a mystery and a something of an embarrassment to most marketers. There is also that unspoken (sometimes spoken) assumption that appealing to one of the 'G' markets will alientate the 'normal' market. I think these similiarities are worthy of a bit more some investigation.

My conference presentation is available for downloading. Dick Stroud