Financial
Absolut celebrates 30 years of gay ads
Swedish company among first to target LGBT media


Absolut has been advertising in gay publications for 30 years. It started with its usual ads, but over the years began making ads specifically for the gay market such as this one. (Image courtesy Absolut)
Absolut, the Swedish vodka sold by Pernod Ricard, took a gamble 30 years ago to market to the then-controversial gay market.
Jeffrey Moran, vice president of public relations, events and sponsorships at Pernod Ricard, says that being inclusive is part of Absolutās brand.
āWhen Absolut first created its advertising plan for the U.S., it recognized that this community was a vital demographic that we wanted to work with. At a time when no other brands were talking to the LGBT community, Absolut took the initiative and engaged this trendsetting influencer community in a way that no one had before ⦠and few have since.ā
Absolut started advertising to the gay community in 1981 by placing ads in gay magazines the Advocate and After Dark.
Todd Evans, president and CEO of Rivendell Media, a company that focuses on the gay market, believes Absolut took a major risk because, āThere were really no marketing studies on the LGBT community 30 years ago and for Absolut, a big brand company, to dedicate such large resources to an unstudied community is almost unheard of. No other spirit company took that risk.ā
Evans says spirit companies generally target marketing campaigns to people between the ages 21-25 because that is when people start to form drink preferences.
āWith Absolut focusing on the gay community 30 years ago, think of all the long-term customers they established because Absolut was the only spirit company marketing to the LGBT community.ā
The company is celebrating the anniversary with a year-long campaign theme dubbed āAbsolut Outrageousā that will feature nods to the 30-year campaign. There will be online and outdoor ads, campaign slogans such as āCelebrating 30 years of going out and coming outā and a contribution of $30,000 to Outfest and the Outfest Legacy Project for LGBT Film Preservation.
A print ad will appear in LGBT publications like The Advocate, Instinct and Out as well as mainstream magazines Vanity Fair and Vogue. The marketing budget is estimated at more than $4 million.
āLoyalty is earned and Absolut understands this,ā Moran says. āMany brands have attempted to duplicate the Absolut success story in the LGBT market, but the brand that helped invent LGBT advertising is constantly re-defining the segment. From Andy Warhol to RuPaul to David LaChapelle, Absolut has maintained relevancy among the spirits clutter by partnering with some of the most notable gay and lesbian icons over the past three decades. In addition, we realize the importance of a multi-platform LGBT campaign: print, digital, social media and experiential components are all part of our outrageous initiative.ā
Evans recalls that Absolut received a lot of positive response from the LGBT community, thanking them for their support when the ad campaign launched 30 years ago.Ā It was one of their standard ads of the day ā a halo hovering over the Absolut bottle ā but its placement in gay publications was unprecedented.
The campaign grew over the years as the company expanded by buying more ads, sponsoring events at bars, donating to charities and causes and more.
āToday, we advertise on Logo, a television station dedicated to the gay community, and sponsor āRuPaulās Drag Race.ā The ads are more tailored to the LGBT community,ā said Moran. āAbsolut is fully invested in the LGBT community.ā
But could the impact be diluted as more spirit companies market to gays? Evans isnāt worried.
āAt that time 30 years ago, we dedicated some marketing resources to the LGBT community and received responses. Today, we spend a lot more on LGBT marketing and receive little responses.ā
Evans believes that for every one letter received, thousands feel the same way.
With new generations of customers and their response to ads changing, developing and measuring brand loyalty is becoming more difficult.
āWith Absolutās multi-media campaign, I think it is the right approach to attract customers and to remind them of Absolutās dedication to the LGBT community,ā Evans says, āI think once they have an Absolut product, they will be loyal a customer because it is great product.ā
Real Estate
Spring updates to sell your home for pride and profit
Consider new landscaping, power washing, creative staging

Selling a home is a big deal for anyone, but for members of the LGBTQ+ community, it comes with unique considerationsāfrom finding affirming professionals to ensuring your home is represented in a way that reflects your values. Whether youāre a first-time gay home seller or a seasoned LGBTQ+ homeowner looking to move up, maximizing your homeās value is key to a successful and empowering sale.
Hereās how to prepare your home, your mindset, and your real estate strategy to get the most valueāfinancially and emotionallyāfrom your home sale.
1. Start with an LGBTQ+-Friendly Real Estate Agent
Before diving into renovations or staging, make sure your agent truly understands your needs. A gay-friendly or LGBTQ+-affirming real estate agent brings more than just market expertiseāthey bring cultural competence, safety awareness, and a network that supports you throughout the selling process.
At GayRealEstate.com, you can find experienced, vetted LGBTQ+ real estate agents who have been proudly serving the community for over 30 years. Working with someone who shares or supports your identity ensures your selling journey is respectful, inclusive, and effective.
2. Enhance Curb AppealāWith a Welcoming Vibe
The outside of your home is the first impression a potential buyer gets. Make it countāespecially for LGBTQ+ buyers looking for a home that feels safe and welcoming.
- Fresh landscaping: Add colorful flowers, neatly trimmed shrubs, or low-maintenance greenery to appeal to eco-conscious buyers.
- Update the entrance: A new front door, stylish lighting, or even a rainbow doormat can make your home feel like a safe space from the start.
- Clean and repair: Power wash the exterior, touch up paint, and make any necessary repairs to gutters, windows, or siding.
3. Stage with Intention and Inclusivity
Home staging can add thousands to your sale price. But beyond the usual decluttering and neutral palettes, think about how your space tells a storyāand who itās telling it to.
- Create a warm, inclusive feel: Subtle touches like LGBTQ+ art, books, or even coffee table magazines can show off your personality and affirm the space for queer buyers.
- Depersonalizeābut donāt erase: You donāt need to hide your identity to appeal to buyers. Let your home feel lived in and lovedāwhile still being a blank canvas others can imagine themselves in.
- Highlight multi-use areas: Home offices, gender-neutral nurseries, or flex spaces resonate with LGBTQ+ families and professionals.
4. Update Kitchens and Bathrooms Strategically
These rooms matter most to buyersāand even small updates can yield big returns.
- Kitchen: New cabinet hardware, a fresh backsplash, and modern lighting can elevate the entire room without a full remodel.
- Bathroom: Replace old fixtures, re-caulk tubs and sinks, and add plush towels and inclusive dƩcor.
- Energy-efficient upgrades: Touchless faucets, smart appliances, or low-flow toilets are not only trendyāthey signal sustainability, which matters to LGBTQ+ buyers.
5. Make Your Home More Energy Efficient
LGBTQ+ homebuyers often prioritize sustainability. These updates not only reduce energy bills but make your home more marketable.
- Install a smart thermostat (like Nest or Ecobee)
- Upgrade insulation or windows
- Consider solar panels (especially in sun-drenched regions like California or Florida)
Bonus: You may qualify for state or federal tax credits, which can be a great selling point.
6. Know and Advocate for LGBTQ+ Housing Rights
Although housing discrimination is illegal under the Fair Housing Act, it still happens. As an LGBTQ+ seller, be aware of your rightsāand those of potential buyers.
- Avoid steering or bias: Even with good intentions, make sure youāre not inadvertently influencing who views or buys your home based on identity.
- Work with affirming professionals: From inspectors to lenders, choose partners who support inclusive practices.
- Report discrimination: If you or a buyer encounters bias, report it to HUD or your local housing authority.
7. Price Your Home Rightāand Market It Smartly
Setting the right price is essential to maximizing value. Your LGBTQ+-friendly agent can run a comparative market analysis, considering current trends and buyer demographics.
- Leverage LGBTQ+ real estate networks: Promote your home through platforms like GayRealEstate.com to reach an audience that understands and values your space.
- Use inclusive language in listings: Avoid gendered terms or heteronormative assumptions. Instead of “his and hers closets,” use “dual walk-ins” or “double closets.”
- High-quality photos and video tours: Showcase your home with professional, visually inclusive marketing that appeals to diverse buyers.
8. Consider Timing and Local LGBTQ+ Trends
Selling during WorldPride or just before local LGBTQ+ events may boost visibility. Also consider if you’re in or near an LGBTQ+ friendly city or neighborhood.
Not sure which areas are top destinations? GayRelocation.com tracks and shares the best cities for LGBTQ+ homebuyers, helping you tap into motivated buyers.
Final Thought: Sell with Confidenceāand Community
Selling your home isnāt just about getting top dollarāitās about closing a chapter with pride and integrity. When you center your values, work with LGBTQ+ affirming experts, and prepare your home with purpose, youāre not just maximizing your homeās valueāyouāre creating an empowering experience for yourself and the next owner.
Whether you’re buying, selling, or bothāGayRealEstate.com is your trusted partner in every step of your journey. With a nationwide network of gay and lesbian realtors, decades of experience, and deep community ties, we ensure your home transition is safe, smart, and full of pride.
GayRealEstate.com is the nationās leading online platform connecting LGBTQ+ home buyers and sellers with LGBTQ+ friendly real estate agents, ensuring a safe and supportive experience.
Scott Helms is president of GayRealEstate.com. To find an agent or learn more, visitĀ GayRealEstate.com, GayRelocation.com or call 1-888-420-MOVE.
Real Estate
Navigating DMV real estate market during political unrest
Reductions in federal employment have introduced uncertainties

The Washington, D.C.-Maryland-Virginia (DMV) region has long been recognized for its robust housing market, underpinned by the presence of the federal government and a diverse economic landscape. Recent massive reductions in federal employment have introduced uncertainties, yet the area continues to offer compelling reasons for prospective homebuyers, particularly within diverse communities.
While the federal government has traditionally been a significant employer in the DMV, the region has proactively diversified its economic base. Sectors such as technology, professional services, education, and healthcare have expanded, mitigating the impact of federal job cuts. This diversification fosters some economic resilience, which offers our area a semblance of protection against the impending unknowns that we currently face. Nothing can shield real estate entirely; however, our area tends to survive these types of changes better than other parts of the country.
Despite concerns over federal layoffs, the DMV housing market has demonstrated notable stability. Analyses indicate that the number of active listings, sold properties, and median sales prices have remained steady on a year-over-year basis. This steadiness suggests that the market is adapting to changes without significant disruption.
Furthermore, while there has been a slight increase in home listings, this trend aligns with typical seasonal variations and does not solely reflect federal employment changes. The luxury property segment, in particular, continues to thrive, indicating sustained interest and investment in the region.
The DMV region is renowned for its cultural and demographic diversity, with areas like Montgomery County, Md., being among the most ethnically diverse in the nation. This inclusivity extends to various communities, including LGBTQ individuals, fostering a welcoming environment that enhances the areaās appeal. Even though the current administration is fostering anti-diversity ideology, I remain confident that our LGBTQ community will continue to thrive even as these destructive forces work against us.
Local governments within the DMV have implemented policies aimed at promoting affordable housing and preventing displacement, particularly in the wake of economic shifts. Initiatives like the Douglass Community Land Trust in Washington, D.C., exemplify efforts to maintain housing affordability and support community stability.
Additionally, jurisdictions such as Montgomery County have longstanding Moderately Priced Dwelling Unit (MPDU) programs that require developers to include affordable housing in new residential developments. These policies contribute to socioeconomically mixed neighborhoods, benefiting diverse populations.
Despite Elon Muskās brandishing of a chainsaw to the federal workforce, our real estate market continues to thrive. The DMV region maintains its appeal. Economic diversification, market stability, commitment to diversity and inclusion, and progressive housing policies collectively contribute to an environment that supports and attracts diverse communities. Prospective homebuyers can find reassurance in the regionās resilience and ongoing efforts to foster an inclusive and vibrant community. These are only a few among the many reasons to have a positive outlook while considering real estate options in our area.
It is important to consider working with brokerages, brokers, agents, lenders and title companies who align with our community and our objectives. Not all LGBTQ agents work for brokerages that support or understand the needs of the members of our community. Do your research and find out who has donated money to what political causes. Now more than ever we must support members of our community to protect our way of life and our very existence.
Stacey Williams-Zeiger is president/principal broker of Zeiger Realty Inc. Reach her at [email protected].

Whether you are upgrading parts of your current home to prepare it for sale or enhancing the home you just purchased, kitchens and bathrooms are still at the top of the renovation list.
Kitchen renovations have always embraced a blend of functionality, personalization, and aesthetic appeal; however, homeowners are currently moving away from sterile, uniform designs, opting instead for spaces that reflect warmth, character, and individual style. Here are some of the most prominent trends shaping kitchen renovations this year.
Warm and Earthy Tones
The dominance of all-white kitchens is waning as homeowners gravitate toward warmer, earth-toned palettes. Shades like sage green, navy blue, and natural wood finishes are becoming popular choices for cabinetry, infusing kitchens with a cozy and inviting atmosphere. This shift reflects a desire for spaces that feel more personalized and less clinical. Flat panel and Shaker cabinets continue to be popular options.
Integration of Organic Modernism
The “modern organic” style is gaining traction, characterized by using natural materials, neutral color palettes, and serene layouts. Incorporating elements like soapstone countertops, Venetian plaster walls, slate floors, and greenery not only enhances aesthetic appeal but can also increase home values significantly. Fully outfitted outdoor kitchens further contribute to this trend.
Innovative Kitchen Island Designs
Kitchen islands continue to be central features, with designs evolving to incorporate textures, wood and tile cladding, multifunctional elements, and bold colors and materials. Integrated seating areas, waterfall countertops, and the use of monolithic stone or stacked marble are becoming increasingly popular. These islands not only serve as functional workspaces but also as striking focal points within the kitchen.
Concealed Kitchens for a Sleek Look
The concept of concealed kitchens is on the rise, emphasizing built-in appliances, flush cabinetry, and appliance garages to maintain a clutter-free environment. This design approach fosters a minimalist aesthetic, creating a seamless flow between the kitchen and adjacent living areas, particularly in open-concept homes.
Personalized Cabinetry and Storage Solutions
Customization is key in modern kitchen designs, with homeowners seeking tailored storage solutions that cater to their specific needs. Features like hidden storage compartments, integrated lighting, and unique hardware choices are being favored over generic, cookie-cutter options. This trend underscores a move toward kitchens that are both functional and reflective of personal style.
Revival of Traditional Styles with Modern Twists
Traditional kitchen styles are making a comeback, with a contemporary twist. Elements such as expanded backsplash coverage, classic tile shapes and patterns, use of mixed metals, and specialty appliances are being integrated into modern kitchens, blending the charm of the past with the conveniences of the present. Custom range hoods, coffee bars and microwave drawers are increasingly added to renovation projects. This fusion creates spaces that are both timeless and equipped for modern living.
Sustainable and Natural Materials
Sustainability remains a priority, with an increased use of eco-friendly materials like reclaimed wood, recycled metals and glass, and energy-efficient appliances. This not only reduces environmental impact but also introduces unique texture and shimmer into kitchen designs, adding depth and character to the space.
Use of Bold Colors and Accents
Homeowners are becoming more adventurous with color and texture, incorporating vibrant hues and tactile materials into their kitchen designs. Features like colorful window trims, two-tone cabinets, and the use of wallpaper and feature walls add visual interest and a personalized touch to the space. In addition to the familiar white, major appliances are now shown in matte black, navy, and jewel tones of red, green, and blue. There are even vinyl wraps and magnet covers that allow for more creativity and individualization with appliances.
Integration of Smart Technology
The incorporation of smart technology continues to grow, with appliances featuring automated cooking functions, sensor reheating, and control locks becoming more prevalent. Induction stoves are entering the mix. Charging stations and touch-activated cabinet doors and faucets are also popular. LED lighting lasts longer and prevents you from having to climb a ladder to change lightbulbs on a high or vaulted ceiling. These advancements enhance convenience and efficiency, aligning with the modern homeowner’s desire for a kitchen that supports a tech-savvy and busy lifestyle.
Multifunctional Spaces
Kitchens are increasingly being designed as multifunctional spaces that accommodate cooking, dining, working, and socializing. This has led to the inclusion of features like integrated seating, versatile lighting, and adaptable layouts that can easily transition between different uses, reflecting the evolving role of the kitchen in contemporary homes. Still, donāt be surprised to see a resurgence of self-contained kitchens with real walls.
So, whether the kitchen you want is sleek and modern, earthy and organic, or traditional and elegant, there will always be fresh new styles, ideas, innovations and classic touches that cater to your lifestyle.
Valerie M. Blake is a licensed Associate Broker in D.C., Maryland, and Virginia with RLAH @properties. Call or text her at 202-246-8602, email her via DCHomeQuest.com, or follow her on Facebook at TheRealst8ofAffairs.
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