What is the Pink Dollar?

“Pink dollar” is a non-derogatory, generalized marketing term, where commerce and revenue streams are derived from the LGBT community as a target market. This market is estimated to exceed USD 2 trillion globally1, driven commerce in tourism2, 3, entertainment, retail and community business development4.

The focused and systemic lifestyle marketing based on sexual orientation includes aesthetic services for gay men, retail therapy in luxury goods, speciality-themed LGBT venues for Valentine’s/ anniversaries/ New Year celebrations, fashionable dating venues, LGBT-themed music festivals, couple cruises, destination vacation packages and gastronomic experiences.

1. Arthur Tam, Power to the Pink Dollar (TimeOut Hong Kong, 4 July 2012)

2. Taryn Utiger, Pink Dollar ‘Could Make Taranaki’ (Taranaki Daily News Online, 13 February 2014)

3. AFP, Global Tourist Industry Eyes the ‘Pink Dollar’ (AsiaOne, 20 January 2011)
4. Brent Clermont, Companies Stand to Benefit from Pro-Gay Policies, (Insight Business, USC Center for Management Communication, 2006)