British firms have been slower than their American counterparts to promote themselves to the LGBT market.
But one bank is starting to change that. Lloyds, which has more UK customers than any of its rivals, has started to introduce a gay flavor to some of its advertising campaigns.
In particular, a TV commercial for Lloyds TSB screened late last year mixed a gay couple, taking their hedgehogs for a walk on a Segway, into its cast of characters.