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Gay marketing comes out

Marketing strategist Cliff Van Wyk has been invited to address worldwide delegates in Miami, USA, this year at the World Association of Research Professionals conference entitled Global Diversity. To be held from 8 to 10 May, this conference will address the phenomenon of globalization occurring within increasingly fragmented and narrowly defined sectors of the previously accepted "global" consumer target groups.

19 Jan 2006

Van Wyk will tackle the largely misinterpreted Gay Subculture, an influential segment considered irresistible but seldom wooed with success by marketers desirous of the significant spending power of the "Pink Dollar."

Among topics he will cover will be relevant commonalities and irrelevant stereotypes, the ramifications of "gay" marketing in a predominantly "straight" market, and the nature and extent of interaction with and within the local and global gay communities.

Van Wyk, who holds a Master's degree in Consumer Behaviour, will concentrate on what governs the hearts and minds of South Africa's gay consumers (estimated to number some 1.6 million), how this influences their decision making and purchasing behaviour, and the implications for Marketing.