Gay Consumer - Creative Content

Ian Johnson, Out Now
October 14, 2007
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TOPICS: Lesbian and gay consumer market. Gay consumers. Lesbian and gay consumer marketing. Gay and lesbian tourism. Noosa. Queensland. Gay and lesbian citizens and creative class. Modern living attracting bohemians, gay and lesbian market as civic strategy by Noosa developer.

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There are gay consumer market moves afoot to have Noosa, on Queensland, Australia's Sunshine Coast develop itself into a modern city by way of seeking to attract increasing numbers of gay and lesbian people to live there.

US research earlier this decade suggested that cities with high numbers of gay and lesbian people living there tended to attract high yield creative industries such as IT information technology, artists and writers as well as media, communications and advertising.

The argument has always struck me as a little bit 'chicken and the egg' in the sense that gays and lesbians have historically tended to cluster in areas with greater social acceptance of diversity, already existing in a region and which was the attraction for the gay market to locate to a particular region such as Sydney or San Francisco from other less diverse and accepting locations in the first place.

Whether a city can actively seek to attract increased numbers of creative industries such as IT, advertising, communications and media by first targeting an increased number of members from a gay demographic to relocate to an area is something that seems set to be tested.

A developer in Noosa wants to actively target gay and lesbian market members and other "bohemians" to the Noosa region as a means to increase other creative aspects of the city's demographic make-up.

Whether having more gay consumers and more 'arty' types is really all that's needed to create a new Silicon Valley is something I am not so sure of.

But any attempts to increase any region's comfort with a gay consumer market is worthwhile to see.

I think a more tolerant, accepting and welcoming city should be a dividend worth pursuing in its own right.

At the launch of the Noosa Civic development last week, developer Mark Stockwell said his development was not merely one targeting an increased number of gay consumer residents, but rather set out to build a creative culture for the Noosa region.

“It doesn’t matter if they’re gay, bohemian or different,” Mr Stockwell said.

Stockwell, the developer of the Noosa Civic, is to embark on a $1.2 million marketing campaign to attract “these new creative businesses to Noosa” in order to provide the potential for 500 jobs for creative workers every year.

One of those attending the launch said the new gay consumer market development for Noosa was a “fantastic opportunity for the alternative, creative and technology businesses to focus in one region. The pink dollar is huge and underestimated and a lot of it is missed and it creates a strong business opportunity.”
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Out Now Consulting has 15 years experience in working in all facets of gay and lesbian marketing, including understanding gay and lesbian demographic issues and how they affect companies targeting the gay market.

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