This article provides a brief overview of the history of targeted marketing efforts towards gay and lesbian members of the community. Marketing targeted at these individuals is a relatively recent phenomenon and one that is not fully understood. Gay and lesbian individuals are an important and valuable consumer segment, relatively little is known about this group from a consumer behaviour standpoint. Dr Tom McNamara and Dr Irena Descubes’ ‘Practitioners Guide to Targeted Marketing and the Lesbian and Gay Community’ reveals a cynicism and dissatisfaction from members of the gay and lesbian community around its depiction in targeted marketing.
