This paper draws from studies of social movements, consumer culture, and postmodern cultural theory to argue that gays and lesbians constitute a viable market segment in the U.S. Marketing practices targeting gays and lesbians are then critically analyzed, with attention to their impact on the U.S. market, on individual gays and lesbians, and on gay/lesbian communities. While marketing incorporation of gays and lesbians offers a strong sense of legitimation in capitalist society, these marketing representations tend to provide a somewhat distorted perspective of gay and lesbian life and culture, and for this reason merit serious critical attention.