A Stitch in Haste

This meme tends to circle around the 'Sphere quite a bit:

The total buying power of the U.S. gay, lesbian and bisexual (GLB) adult population in 2005 is projected to be $610 billion, according to the latest analysis by Witeck-Combs Communications and Packaged Facts (a division of MarketResearch.com). The estimate was originally derived in a joint study by both organizations entitled, "The U.S. Gay and Lesbian Market." In 2004, the gay buying power projection was estimated at $580 billion.

Gee, that sounds wonderful! How did they calculate that?

The latest estimate assumes that the gay population essentially mirrors the U.S. population as a whole in terms of income generation. However, the following factors suggest these estimates may be viewed as conservative, especially when applied to gay and lesbian household purchasing power.

First, the 2000 U.S. Census data on same-sex couples confirms they are more concentrated in major metro areas, and less likely to live in rural areas -- a characteristic generally associated with higher than average income. Second, gay couples are less likely than married heterosexual couples to have children, and they are more likely to have both partners in the workforce, factors which result in higher per capita household income, especially in the case of gay male couples.

So, you're assuming that gays are exactly like the entire population, except that you're overlaying your own unproven and unprovable stereotypes about where and how we live in order to inflate the numbers.

Okay.

And this is "scientific" and "reliable" -- how?

The method used for this projection is consistent with the approach taken by the Selig Center for Economic Growth at the University of Georgia in calculating the purchasing power of niche consumer segments such as Hispanics and African Americans. This methodology uses national aggregate disposable income data that are compiled by the Bureau of Economic Analysis (BEA) of the U.S. Department of Commerce and provide the most authoritative picture of overall purchasing power in the United States. Gay and lesbian purchasing power is calculated by allocating a proportion of aggregate disposable personal income to the gay and lesbian consumer segment.

So now you're assuming that gays are exactly like blacks and Hispanics, except that you're overlaying your own unproven and unprovable assumptions about the "proportion of aggregate disposable personal income" that should be "allocated" to "the gay and lesbian consumer segment" in order to inflate the numbers.

Okay.

And why are you issuing this wonderfully pro-gay press release?

"The U.S. Gay and Lesbian Market" is now in its fully updated fourth edition... Priced at $3500, this report can be purchased directly from Packaged Facts.

But heck, with all that "aggregate disposable personal income," we can certainly afford to increase your "consumer segment" by $3,500.

With "friends" like these, who needs snake oil salesmen?