Features / Talking LGBT+ Bristol
The power of the Pink Pound
Capitalism continues to marginalise some groups based on their perceived economic strength, argues a prominent historian.
Dr Justin Bengry will examine the power of the ‘Pink Pound’ at M Shed on Saturday as part of Bristol’s LGBT History Month programme of events. He speaks to Bristol24/7 beforehand.
“I was looking at this period where relationships between capitalism and homosexuality were not supposed to exist,” says Bengry.
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“From the late 19th Century to the 1970s, there was a lot more going on than we realised. It manifested in ways we did not expect – we had physique magazines in the 1950s and book publishers in the 1920s.
“It happened in men’s magazines, where they were struggling to identify a male consumer that was interested in fashion and self-presentation and this overlapped rather uncomfortably for them with the gay community.
“Even if they did not want to publicly appeal to the gay consumer, there was a recognition that they will spend money.”
The power of the Pink Pound goes back further than most people think
Bengry says it was his background in business studies, combined with an interest in the history of sexuality that prompted him to examine the link between capitalism and homosexuality and he is now a leading lecturer on the subject.
Nowadays, the power of the pink pound is widely recognised, with marketing campaigns from the likes of Absolute Vodka, with its rainbow bottle, and Lloyds Bank adverts featuring same-sex couples, targeting the gay community.
“Clearly it is important enough that modern businesses that are going after it,” continues Bengry.
“They are very savvy about who has money, but there are still groups that are marginalised – for example, lesbians, because women are still perceived to have less economic power than men.
“For me, the most important thing is to recognise that interest in selling to homosexuals is more complex than we initially realise.
“Capitalism privileges some people more than others because of their economic strength.”
Dr Justin Bengry will be a keynote speaker at M Shed on Saturday, February 10, where Bristol24/7 will be on hand to share stories and information as part of our Talking LGBT project.
Read more: LGBT History Month 2018 plans revealed
All our LGBT History Month coverage is sponsored by Barcan & Kirby
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