Pink money

Pink money describes the purchasing power of the gay community, often especially with respect to political donations. With the rise of the gay rights movement, pink money has gone from being a fringe or marginalized market to a thriving industry in many parts of the Western world such as the United States and United Kingdom. Many businesses now specifically cater to gay customers, including nightclubs, shops, restaurants, and even taxicabs; the demand for these services stems from commonly perceived discrimination by traditional businesses. Worldwide in 1998, pink money was valued at £350 billion ($560 billion) across a variety of sectors — especially entertainment and consumer goods. Purchasing power in 2012 in the United States is expected to increase to $790 billion.