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Retailers See Gay Population as Next Audience to Court (You Should Boycott Instead)

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Published on: July 16, 2012

Retailers are becoming a lot less closeted.

They are turning their attention to gays and lesbians, a group that wields substantial buying power but isn’t fully integrated into mainstream advertising. Similar to other moves to attract different minority groups, the push comes with risks, as it could threaten the retailers’ relationships with some of their longtime shoppers.

Nonetheless, from J.C. Penney Co.’s (JCP) high-profile hiring of openly gay television personality Ellen DeGeneres as its spokeswoman to Target Corp.’s (TGT) selling of same-sex greeting cards, retailers are testing ways to cozy up to a community …

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