This is Planet Money from NPR.

Hey everyone, as you may know it is Pride Month.

So it's not very surprising to see a lot of marketing targeting LGBTQ consumers.

But today's show, it's a rerun, it's about the 1990s.

A time when inclusive marketing wasn't really the mainstream.

Many people weren't using the term LGBTQ and instead were saying things like gay and lesbian.

This is the story of how one company started actively considering those consumers.

It's one of our favorite episodes. Enjoy.

Amy Knopp lives in Indiana and owns a white 2004 Subaru Impresa.

It is not a really nice car.

It's really banged up. It's almost always dirty.

Even my three year old daughter sometimes seems to prefer to pretend that the other car is that her preschool or her car.

But Amy really loves this car.

This is the car that she drove through a snowstorm in Indianapolis to bring her newborn daughter home from the hospital.

I just kept looking in the rear view mirror.

My wife was sitting back there with the baby.

It was a really happy seat in the back seat, but I was just full of terror.

The funny thing about this not so nice but beloved car is that Amy ended up in kind of a bidding war over it.

About five years ago, her friend Erica was selling the Subaru.

Amy and her wife wanted it and so did another couple, a guy and a woman.

And Amy thinks that that couple was offering about $100 more.

But Amy's friend took the hit. She sold the Subaru to Amy.

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