According to a recent Harris Interactive Poll, GLBT households continue to be far more optimistic about the job market and economy than their straight counterparts. The nationwide poll reports that 75% of heterosexual households feel the job market in their region is “somewhat bad” or “very bad” compared to just 64% of GLBT households. Twenty-seven percent of GLBT adults also expect the job market will improve over the next six months, compared to just 12% of heterosexual adults.
Additionally, gay adults were more hopeful about the overall economy. Twenty-one percent of GLBT adults believe the economy will start growing again within the next six months, compared with just 10% of heterosexual adults. GBLT households are just as susceptible to economic risks as heterosexual households, and in some circumstances much more so considering they are not afforded some of the rights to certain safety net programs that straight households are.
What does this mean to marketers? Gays are more optimistic and much more likely to spend their hard-earned dollars in this volatile economy. It’s something to remember when planning your marketing budgets in the coming months.