Drive Brand Relevance with LGBTQ+ Consumer Essentials

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

Reading Time: 2 minutes

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.

Read on and fill out the form for an excerpt from our Drive Brand Relevance with LGBTQ+ Consumer Essentials presentation.
Drive Brand Relevance with LGBTQ Consumer Essentials - deck sample

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+.

Growth in the size of the LGBTQ+ community chart

Do This

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.

Where brands are missing the mark connecting with the LGBTQ+ community

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 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.

The concept of family is unique and broad for LGBTQ+ Americans

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.

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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