postheadericon What is the Pink Market

Need a bit of colour in your marketing campaign?

So what is the Pink Market really all about? How much power does the Pink Rand hold? Strategic planning and research specialist Original Insight Learning has uncovered myths and truths about the local gay market.

Pink may have been last year’s summer colour, but for many South Africans, it’s a colour that’s always in fashion – especially if you’re gay.

Recognising this, and the potential power of the so-called Pink Market, Strategic planning and research specialist Original Insight Learning (OIL) conducted some proactive research into the local gay market. Consisting of both desk research and one-on-one focus groups with a selection of willing gay men between the ages of 24 and 35, living in Gauteng, the research unveiled some interesting facts, and even more interesting figures.