Drive Brand Relevance with LGBTQ+ Consumer Essentials
Discover LGBTQ+ Consumers’ unique perspectives and motivations through their evolving demographics, complex identity, and actionable Group Traits.
LGBTQ+ Americans are an influential U.S. consumer segment, and their population, cultural, and economic power are growing. Brands must better understand this consumer group to effectively engage with them through their marketing and advertising.
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Our new study explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with LGBTQ+ Americans.
Key LGBTQ+ Consumer Insight #1: Demographics
The LGBTQ+ segment is large and growing, currently numbering between 20 and 35 million Americans. More than a quarter of Gen Z adults over 18 identify as LGBTQ+.
Do This
Incorporate LGBTQ+-specific insights into your marketing strategy to leverage Halo Effects with other consumer segments, especially younger Americans.
Key LGBTQ+ Consumer Insight #2: Complex Identity
LGBTQ+ Americans are deeply connected and grounded in their sexuality and gender identities. But most are dissatisfied with how brands portray their sexuality and gender in advertising.
Do This
Make the LGBTQ+ community part of your strategy all year long, not just during Pride Month. Diversify the characters by being deliberately intersectional in your casting.
Key LGBTQ+ Consumer Insight #3: Found Family
Family isn’t just blood, but life-long bonds built on shared values and common interests that LGBTQ+ people rely on for support in every aspect of life.
Do This
Show you understand that family is built on love and understanding, not just biology. Facilitate community building among LGBTQ+ people by protecting their existing communal spaces and creating safe havens within your branded spaces, both online and in real life.
This blog includes a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock full access to our Cultural Intelligence Engine.