chapter  3
Will the Real Gay Consumers Please Stand Up?
Pages 34

American business must realize that while the shareholders always come first, the care and feeding of their customer is a close second.

Harvey Milk

Have you ever heard of the lucrative heterosexual market? Probably not. A heterosexual market, per se, has never really existed in marketing language. Until recently, nearly all consumer marketing was nothing but heterosexual. It was built around growth of the nuclear family, housing starts, savings for the kid's college tuition, and so on.