That was the question faced by Subaru of America executives in the s. Rather than fight larger car companies over the same demographic of white, toyear-olds living in the suburbs, executives decided to market their cars to niche groups—such as outdoorsy types who liked that Subarus could handle dirt roads. Then they discovered a fifth: lesbians. When marketers talked to these customers, they realized these women buying Subarus were lesbian. The marketers found that lesbian Subaru owners liked that the cars were good for outdoor trips, and that they were good for hauling stuff without being as large as a truck or SUV. For medical professionals, it was that a Subaru with all-wheel drive could get them to the hospital in any weather conditions.
How Subarus Came to Be Seen as Cars for Lesbians - The Atlantic
Unlike mobile apps for gay men, lesbian dating apps have been slow to catch on as a habitual space to look for friends and lovers. This study adopted a qualitative approach to investigate the social expectations and romantic longings of Chinese lesbians and bisexual women aged 35 and above in establishing same-sex relationships using mobile media. In-depth interviews were conducted with 12 Chinese lesbians and bisexual women, and participant observation was carried out on the Hong Kong-based lesbian social networking site Butterfly. The aim of the study was to explore the social meanings of intimacy created, negotiated and changed among Chinese lesbians and bisexual women. I argue that although social media presents ample opportunities for love and intimacy, the prevailing conservative values and cultural norms surrounding dating and relationships in Hong Kong are often reinforced and played out in their choice of romantic engagement. Tang, D. All I get is an emoji: Dating on lesbian mobile phone app Butterfly.