The traditional courting of the “gay market” ignores a much larger market opportunity. LGBT friends and family i.e. Allies, are showing their support not only as citizens, but also as consumers — making purchasing decisions that align with their views on LGBT equality. The latest estimates (2012) put the total buying power of the adult LGBT population at nearly $800B. When you add Allies, that number is far greater. This is the “LGBT+A” market.
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