Abstract:

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase. It presents a significant opportunity to marketers to enter a new segment in itself, quite apart from the secondary influence that gay consumers exert on the mainstream market, as perceived trendsetters. This paper attempts to take marketers, who recognise the current and future benefits of addressing this segment, beyond mere intuition. Implicit and explicit beliefs were established to facilitate a high level of success probability in marketing communication endeavours.