Some things change, some things don’t. In an earlier post, we talked about the present and lingering anti-gay sentiment in the ski industry. We also mentioned about how things have gotten better over the years. We believe one of the reasons for this positive change has been the increased spending power of the gay community at-large. This goes to the pervasive influence of money and media on culture. (We know, you’ve never heard of this idea, and we’re blowing your minds right now, right?)
In all seriousness, though, sometimes a vague point is best illustrated with an eye-opening stat. Now and over the next couple years, the LGBTQ community is poised to cross over a trillion dollars a year in spending power. Moreover, market research suggests that the gay community spends more of its money on discretionary spending and that we’re more loyal to the brands that support us than the average consumer.
We don’t want to suggest that the influence of capital is absolute or that social progress is as simple as the swelling of a community’s bank account. We don’t want to diminish the individual acts of courage and persistent determination that have also made a huge contribution. The point is no matter how you look at it, the future is gay for the skiing industry.