Large-scale change is on the horizon for many traditionally marginalized groups living in the US and that includes the LGBTQ+ population. From day one of the second Trump administration, LGBTQ+ rights and protections have come under fire as anti-LGBTQ+ sentiment continues to spread and go unchecked. The majority of LGBTQ+ consumers are worried about the future of LGBTQ+ rights in the US – and so are more than half of consumers with LGBTQ+ loved ones. As fear, uncertainty and stress rapidly grow, consumers expect companies and brands to remain committed to LGBTQ+ allyship and advocate for LGBTQ+ rights and protections.
Despite the hyper-politicization of LGBTQ+ identities and rights, the LGBTQ+ population in the US continues to grow in both size and influence. A driving force behind the continued population growth are Gen Z adults, who represent the future of the country’s spending power and electorate.
As anti-LGBTQ+ sentiment and politicization rapidly spread in the US, the growing LGBTQ+ population looks to brands for meaningful allyship and advocacy.
Lisa Dubina, Associate Director, Culture & Identity
For the purposes of this Report, Mintel uses “LGBTQ+” to refer to consumers who are lesbian, gay, bisexual, transgender, nonbinary, or another non-heterosexual/non-cisgender identity.
Mintel identified LGBTQ+ respondents through self-reported data collection allowing respondents to self-identify if preferred:
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more$ 6,300 – $ 26,000
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more$ 4,995
Black moms are a diverse and influential demographic that greatly impacts consumer markets and societal trends. Predominantly aged 25-45, and mostly parents of...
Find out more$ 4,995
The sports audience, particularly those aged 18-54, shows a strong interest in both men's and women's sports, presenting brands with a chance to foster inclusive connections. Younger fans,...
Find out more$ 4,995
While 74% of Americans think that ads are a necessary part of the internet, 62% do not trust recommendations from paid advertisements online, and 67% believe that there...
Find out more$ 4,995
Return-to-office policies, declining inflation and evolving parenting expectations have dads and moms in a state of constant adaptation. This – on top of their children's changing needs –...
Find out more$ 4,995
Hispanic women account for one in five mothers in the US. What's more – Hispanic moms are responsible for raising one in four children under 18 in the...
Find out more
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
