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Discover LGBTQ+ Consumers’ unique perspectives and motivations through their evolving demographics, complex identity, and actionable Group Traits.
May 22, 2023
Jill Rosenfeld – Director, Product & Content
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.
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 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+.
Incorporate LGBTQ+-specific insights into your marketing strategy to leverage Halo Effects with other consumer segments, especially younger Americans.
Key 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.
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 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.
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.