Pink money

Pink money describes the purchasing power of the gay community, often especially with respect to political donations. With the rise of the gay rights movement, pink money has gone from being a fringe or marginalized market to a thriving industry in many parts of the Western world such as the United States and United Kingdom. Many businesses now specifically cater to gay customers, including nightclubs, shops, restaurants, and even taxicabs; the demand for these services stems from commonly perceived discrimination by traditional businesses. Worldwide in 1998, pink money was valued at £350 billion ($560 billion) across a variety of sectors—especially entertainment and consumer goods. Purchasing power in 2012 in the United States is expected to increase to $790 billion. In 2015 the purchasing power of the U.S. LGBT adults reached approximately $917 billion.

The economic power of pink money has been seen as a positive force for the gay community, creating a kind of "financial self-identification" which helps gay and lesbian individuals feel like part of a community which values them. Indeed, upwards of 90% of gay people support businesses which target pink money, while actively shunning "anti-gay" companies. However, criticism has been leveled at businesses which target pink money from gay groups, arguing that this segregates the gay and lesbian community from society, and holds back gay rights.

It's been considered more often than not a market exclusive for USA, UK and some places in Europe, but its extension covers a large amount of Latin America and part of Asia, making its actual earns larger by year and giving marketing options some impulse and variety.

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