The Power of the Pink Dollar

Companies embrace the powerful pink dollar to make some good green.

For years smart advertisers have known that the potential revenue from the so-called “pink dollar” (or the “pink pound,” as they say in the U.K.) can be lucrative. The term “pink dollar” (also known as the “Dorothy dollar,” as in Friends of Dorothy, aka Judy Garland) refers to the purchasing power of the Gay, Lesbian, Bisexual and Transgender (GLBT) community. The color pink, in reference to the dollar, means no disrespect; it has been borrowed from the pink triangle, a former symbol of Nazi oppression, which has since been embraced and transformed into the famous emblem celebrating gay pride (another term is the “rainbow dollar,” referring to the gay pride rainbow).