Galeeia big as lesbians matured
How do you advertise a car that journalists describe as “sturdy, if drab”?
-- The American public estimates on average that 23% of Americans are gay or lesbian, little changed from Americans' 25% estimate in 2011, and only slightly higher than separate 2002 estimates of the gay and lesbian population.And while 35% of Americans favored legalized same-sex marriage in 1999, 60% favor it today. Several other surveys, governmental and non-governmental, have over the years measured sexual orientation, but the largest such study by far has been the Gallup Daily tracking measure instituted in June 2012.In this ongoing study, respondents are asked "Do you, personally, identify as lesbian, gay, bisexual or transgender?Sexual orientation can be assessed by measuring identity as well as sexual behaviors and attractions." Thus, even though these large sample sizes provide great precision regarding the specific measure used, they do not represent the only way to estimate the percentage of the population that is gay or lesbian.Still, all available estimates of the actual gay and lesbian population in the U. are far lower than what the public estimates, and no measurement procedure has produced any figures suggesting that more than one out of five Americans are gay or lesbian.For lesbians, it was that a Subaru fit their active, low-key lifestyle.
Although it was easier to get senior management on board with making ads for hikers than for lesbians, the company went ahead with the campaign anyway.
The stability of these estimates over time contrasts with the major shifts in Americans' attitudes about the morality and legality of gay and lesbian relations in the past two decades.
Whereas 38% of Americans said gay and lesbian relations were morally acceptable in 2002, that number has risen to 63% today. Census Bureau documents the number of individuals living in same-sex households but has not historically identified individuals as gay or lesbian per se.
In the 1990s, Subaru’s unique selling point was that the company increasingly made all-wheel drive standard on all its cars.
When the company’s marketers went searching for people willing to pay a premium for all-wheel drive, they identified four core groups who were responsible for half of the company’s American sales: teachers and educators, health-care professionals, IT professionals, and outdoorsy types. “When we did the research, we found pockets of the country like Northampton, Massachusetts, and Portland, Oregon, where the head of the household would be a single person—and often a woman,” says Tim Bennett, who was the company’s director of advertising at the time.
Some of the overestimation may reflect Americans' lack of knowledge about social statistics and demography, which is supported by Americans' historical tendency to overestimate the prevalence of other subgroups in the U. Still, the estimates of gay and lesbian percentages have been relatively stable compared with those measured in 20, even though attitudes about gays and lesbians have changed dramatically over that time. For results based on the total sample of national adults, the margin of sampling error is ±4 percentage points at the 95% confidence level.