GAYS SURPRISINGLY DIVERSE, STUDY FINDS
To judge from the images on network television and corporate advertising, lesbians and gay men share the same demographic niche: affluent, educated, urban - and usually white.
Wrong, wrong, wrong and wrong, says a new national demographic study that suggests lesbians and gays are more likely to be older, “responsible” suburbanites sharing a mortgage payment and listening to country music than young turks partying in the Castro or Chelsea.
“We wanted to bust some stereotypes,” said David Morse, president and chief executive of New American Dimensions, a Los Angeles market research company that joined forces with San Francisco-based Asterix Group, a brand strategy firm, in an attempt to paint a more nuanced portrait of the nation’s gays and lesbians.
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