Engage LGBTQ+ Gen Z with Intersectional Group Traits

Discover LGBTQ+ Gen Z Consumers’ unique perspectives and motivations through their evolving demographics, complex intersectional identity, and actionable Group Traits.

Reading Time: 2 minutes

April 21, 2023
Jill Rosenfeld – Research Manager

LGBTQ+ Gen Z Americans are an influential U.S. consumer segment, and their cultural and economic power are growing as the group ages into adulthood. Brands must better understand this intersectional consumer group to effectively engage with them through their marketing and advertising.

Read on and fill out the form for an excerpt from our Drive Brand Relevance with LGBTQ+ Gen Z Intersectional Cultural Traits presentation.
Drive Brand Relevance with LGBTQ+ Gen Z Intersectional Cultural Traits - Slide Deck Example

Our new study explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with LGBTQ+ Gen Z Americans.

Discover key insights and action steps below.

Key Finding #1: Burdened

LGBTQ+ Gen Zers struggle to meet external and internal expectations while embracing their true self in the face of adversity.

LGTBW+ Gen Z Worries about the Future
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    • Lighten their burden by creating safe spaces, facilitating community-building, and combating stereotypes and discrimination in brand actions and storytelling.

Key Finding #2: Spirited

Despite their burdens, this is a joyful and creative community of people who refuse to hide their true selves, despite all the pressures they are under.

LGBTQ+ Gen Z prioritizes living in the moment and enjoying life while young

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    • Showcase LGBTQ+ Gen Zers’ joy and celebrate them for the accomplishment of simply living their lives openly and proudly. Reflect these themes in your advertising and brand messaging.

Collage Group membership offers unique and valuable benefits that will help you unleash the power of culture to drive brand growth. As a member, you will tap into a diverse range of consumers, allowing you to expand your reach and increase your market share. By leveraging the power of membership, you can connect with customers from all walks of life and build long-lasting relationships that drive sales and growth.

Contact us today for the full insights release and additional research on how to connect with and engage LGBTQ+ Gen Z Americans.

Other LGBTQ+ Research Articles and Insights from Collage Group

Jill Rosenfeld

Jill Rosenfeld

Jill is a Research Manager on Collage Group’s Cultural Insights team focusing on the LGBTQ+ and Gender membership. She is a graduate of the University of Michigan’s Gerald R. Ford School of Public Policy. In her spare time, Jill enjoys exploring Washington DC’s restaurant scene and practicing yoga.

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