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Life's little inevitabilities are said to include death and taxes.
What happens in the last years before death though is a topic that is increasingly on the minds of lesbians and gay men across the world.
The thought of being forced back into the closet is now causing a lot of ageing gay and lesbian Baby Boomers to consider their options.
And this is leading to a heightened attention being paid in the lesbian and gay market to the provision of gay and lesbian specific aged care and the setting up of gay retirement villages for lesbian and gay seniors.
In the US, the marketing brand Olivia - traditionally focused on providing lesbian specific travel and lesbian cruises, as sponsored by Martina Navratilova, and newly out lesbian basketballer Sheryl Swoopes, amongst others - is now looking into setting up specific aged care facilities for the lesbian and gay seniors market.
MSNBC has reported that the San Francisco-based travel company has looked at three locations in Palm Springs for its first retirement community and is now looking for a real estate developer to build it. Lesbian and gay seniors would appear to be on the verge of becoming an increasingly important niche within the gay and lesbian market niche.
The Australian office of our lesbian and gay marketing agency, Out Now undertook a series of gay and lesbian market research focus groups in the late 1990s analysing the issues behind this increasingly important gay market trend.
Gays and lesbians reported that having fought hard for their gay rights and lesbian and gay acceptance in general society, they were worried that in the environment of aged care facilities, including retirement homes, they may not be able to be open and accepted because of their sexuality.
It was primarily this fear that led many research participants to crave a gay specific product for retirement home living and the market research participants - made up of lesbian and gay seniors - were generally very enthusiastic about their preference to live in a lesbian and gay community retirement aged care facility, rather than one offered by other groups.
Many research participants were concerned that in Australia a lot of aged care facilities are managed by Church organisations, and there was a clear fear held by lesbian and gay seniors that being open about their homosexuality may make them less than welcome in such establishments.
Recent developments, in the US and further afield, and an increasingly aging demographic in most western democracies, means that this a marketing trend that will likely continue to grow.
The 'Grey Gays' are a gay marketing segment whose time has come.
Out Now is your gay marketing partner.
Leaders in lesbian and gay research, strategy, advertising, communications and training.
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