The most detailed study of gay consumers reveals that heterosexuals are increasingly embracing gay culture, while homosexuals are emerging from gay ghettos to enjoy 'straight' lifestyles.

More than 10% of people who go to gay festivals such as Mardi Gras - Europe's largest gay festival, which takes place in London next month - are now heterosexual. And one in five drinkers, diners and clubbers who visit the so-called 'gay villages' in London, Manchester and Brighton are straight.

Only one-third of gays say they enjoy mixing with other gays in exclusively gay pubs and clubs. One in two prefers mixed venues. Three-quarters of gays reject holidays designed to cater for gays and choose mixed resorts and destinations.

Mintel, Britain's largest market research group, asked specialist market analysts ID Research to interview a representative sample of 1,000 people who attended the Mardi Gras festival last year. Researchers found that hit gay shows such as Channel Four's Queer as Folk and Ellen and the success of gay celebrities including Michael Barrymore, Graham Norton, and Anna Nolan in Big Brother, have broken down hostility towards homosexuals and popularised gay culture.

Jackie Robson, the report's author, said: 'There is a lot more tolerance towards gay lifestyles. It's normal to see gay characters on television or in the cinema and it is much easier to be openly gay in urban areas, especially London and Manchester, where the gay villages have developed. As these gay areas have grown and become fashionable they have become more popular with everyone - gay, straight or whatever.'

After years of proclaiming they were 'out and proud', the report says, gay people are embracing mainstream culture. 'Gays, especially the young, do not want to be seen as different any more. They want to be treated just like anyone else.'

David Pinson, head of ID research, says the findings confirm how attitudes to homosexuality have changed. 'Go back 10 or 20 years and being gay was difficult. You would segregate yourself not only so you could meet other gay people, but also to feel safe. But the world has changed. Gays have won important battles for equality and many now aspire to have their sexuality taken for granted.

'People like to be accepted as a member of the larger tribe. It is not hard. Gay people are fully aware of what a heterosexual lifestyle is because the whole social world continually creates and promotes it.'

In the pubs and bars of London's Soho last week, gay and straight drinkers backed the study's findings. Catherine, 38, who has been living with her girlfriend, Sara, for 10 years, said: 'I went away for a year in 1993 and when I came back, Soho was gay. Now it's full of straight people who cannot hold their drink and look messy. It's a nightmare when friends of mine go out on the pull.'

Tom, 28, drinking with his boyfriend Simon, said: 'Homophobia is still out there but at least gay pubs are more open. We've moved on from the clandestine gay bars of old, down side streets. Although there are still those who would rather keep the areas exclusively gay, I like the fact that straight people want to come to our bars. It promotes tolerance.'

Rachel, sitting with her boyfriend, Craig, goes to Old Compton Street to drink after work with her friends, most of whom are straight. 'In the big cities people don't care who you are or what you do. We are more accepting because if we weren't we wouldn't have any friends.

'The whole gay thing feels like the black thing was a few years ago. No one can remember what the fuss was all about. We are all too busy enjoying ourselves in whatever way feels right.'

Return toTBC  GLBT News
http://tampabaycoalition.homestead.com/News.html