Insights Scoop

Top Brands for LGBTQ+ Consumers: Lessons from Marketing Leaders

Do you know the brands who are most effective at resonating with LGBTQ+ consumers and the tactics they’ve used to achieve that success? Explore how these trailblazers leverage a deep comprehension of LGBTQ+ consumer principles and self-identities to create compelling campaigns that foster brand love.

This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.

At Collage, we measure cultural fluency by gauging consumer sentiment across six key dimensions: Relevance, Fit, Memories, Trust, Advocacy, and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives our members crucial insights into their brand’s resonance across different consumer segments and strategies for improvement.

Our latest research has identified the top brands for LGBTQ+ consumers based on average B-CFQ score and then deep dives into three brands that perform uniquely well with the segment:

Barnes & Noble, Cartoon Network, and Vans.

This post includes a small sample of the deep cultural intelligence that fuels growth for our members. Contact us to unlock more content like this.

The Big Picture

Top brands put their brand equity on the line to create safe spaces for LGBTQ+ Americans. They captivate with inclusive digital content and authentic storytelling.

Why it Matters:

Brands that align their cultural cache and values with this community elevate and celebrate this segment and amplify its voice, fostering genuine engagement. This resonates with LGBTQ+ people and broadly appeals to other demographics, including Gen Z, Millennials, Multicultural Americans, and Women through Halo Effects. Maintaining a sustained, consistent commitment to LGBTQ+ consumers shields these brands from meaningful backlash, both outside and within the community.

In addition to the list of the top brands, our full research also showcases three brands that perform uniquely well with this consumer segment compared to non-LGBTQ+ consumers: Barnes & Noble, Cartoon Network, and Vans.

Each of these brands use segment-specific strategies that resonate deeply with this segment, while also appealing more broadly to other consumer groups through Halo Effects.

  1. Barnes & Noble optimizes Fit and earns consumer Advocacy by creating a uniquely welcoming in-store experience and savvy digital presence.
  2. Cartoon Network’s support of queer inclusion in Animation has cemented the brand as a favorite among LGBTQ+ consumers.

  3. Vans’ creative, community-driven spirit speaks to the heart of LGBTQ+ consumers.

Interested in more? Contact us for additional studies on how to connect with LGBTQ+ consumers, and to learn how to make your brand a winner with high-growth segments.

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