2024
9
US Marketing to LGBTQ+ Communities Market Report 2024
2024-02-22T18:02:14+00:00
REPA7051C24_64FA_4F86_AB02_BD01C5E6CF04
3695
170800
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Report
en_GB
Despite growing anti-LGBTQ+ sentiment and attacks from far-right conservatives, the LGBTQ+ population and its allies continue to grow in size and influence. Lisa Dubina, Senior Culture and Identity Analyst…

US Marketing to LGBTQ+ Communities Market Report 2024

£ 3,695 (Excl.Tax)

Report Summary

The LGBTQ+ population and its allies continues to be an influential and growing consumer segment that brands cannot ignore. This diverse and intersectional community continues to flourish despite the vocal, political minority that is increasingly threatening LGBTQ+ rights and protections. Mintel’s consumer report looks at the market factors impacting US LGBTQ+ communities, consumer trends, and presents opportunities for brands to authentically support and connect with LGBTQ+ consumers.

Key Issues Covered in this Report

  • Snapshot of the LGBTQ+ population in the US and consumers with LGBTQ+ loved ones.
  • LGBTQ+ consumers’ overall outlook and satisfaction with life compared to the general population.
  • Mental health considerations and management among LGBTQ+ adults.
  • LGBTQ+ adults’ outlook on their social circles and support networks.
  • Lifestyle trends and interests among LGBTQ+ consumers.
  • Recent in-market brand activations that successfully represent and speak to the intersectionality and nuance of the LGBTQ+ population.

US LGBTQ+ Communities  – What You Need To Know

  • As of 2023, Gallup estimates that some 7% of the US population is LGBTQ+, a percentage which doubled in the past decade. This reflects the growing understanding and acceptance of sexual minorities; more people today feel safe and supported to embrace and share their identity with others.
  • As the LGBTQ+ population has grown, so has the share of consumers with LGBTQ+ loved ones. Nearly half of the US population has a family member or friend who is LGBTQ+. The LGBTQ+ community’s estimated $1.4 trillion spending power – combined with that of its allies – represents a powerful consumer segment that can’t be ignored.

US LGBTQ+ Communities – Marketing Opportunities

2023 saw many brands back-track in their LGBTQ+ support and marketing due to this growing anti-LGBTQ+ sentiment and backlash. As LGBTQ+ Americans strive to move forward post-pandemic to build healthy and purposeful lives, this diverse population needs the support of brands and allies to maintain their wellbeing and safely embrace their authentic identity. In this report Mintel examines the best ways brands to authentically support and connect with LGBTQ+ consumers.

Expert Recommendations from a Culture and Identity Analyst

This report, written by Lisa Dubina, delivers in-depth commentary and analysis to highlight current trends and marketing opportunities.

Despite growing anti-LGBTQ+ sentiment and attacks from far-right conservatives, the LGBTQ+ population and its allies continue to grow in size and influence.

Lisa Dubina, Associate DirectorLisa Dubina
Senior Culture and Identity Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. The Market

    • The LGBTQ+ population in the US
    • Graph 1: percentage of LGBTQ+ adults in the US, 2012-22
    • Graph 2: gender identity and sexual orientation, among LGBTQ+ population, 2023
    • Graph 3: use of “queer” to describe personal identity, among LGBTQ+ population, 2021-23
    • Graph 4: share of non-LGBTQ+ consumers with a loved one who is LGBTQ+, 2022-23
    • Market factors
  3. Consumer Insights

    • Consumer fast facts
    • Overall life satisfaction
    • Graph 5: overall life satisfaction, by LGBTQ+ identity, 2023
    • Graph 6: LGBTQ+ overall life satisfaction, by gender identity and sexual orientation, 2023
    • Graph 7: LGBTQ+ overall life satisfaction, by generation, by marital and parental status, 2023
    • Graph 8: overall life descriptors, by LGBTQ+ identity, 2023
    • Graph 9: LGBTQ+ overall life satisfaction, by marital status and parental status, 2023
    • Graph 10: LGBTQ+ overall life descriptors, by gender and transgender identity, by generation, 2023
    • Perspectives on life and the future
    • Graph 11: agreement – “I feel like I am now behind in life because of the pandemic,” by LGBTQ+ identity, 2023
    • Graph 12: agreement – “I feel in control of my own life,” by LGBTQ+ identity, 2023
    • Graph 13: agreement – perspectives on life (any agree), by LGBTQ+ identity, and by generation, 2023
    • Graph 14: agreement – “I am optimistic about my future,” by LGBTQ+ identity, 2023
    • Graph 15: agreement – “I have a clear vision of where I want to be in the next five years,” by LGBTQ+ identity, 2023
    • Graph 16: agreement – LGBTQ+ perspectives on the future (any agreement), by generation, and by marital and parental status, 2023
    • Graph 17: top three wishes for the future (any rank), by LGBTQ+ identity, 2023
    • Graph 18: LGBTQ+ top three wishes for the future (any rank), by generation and race/ethnicity, 2023
    • Graph 19: LGBTQ+ top three wishes for the future (any rank), by overall life satisfaction, 2023
    • Mental health and wellbeing
    • Graph 20: current state of mental health and wellbeing, by LGBTQ+ identity, 2023
    • Graph 21: current mental health and wellbeing compared to a year ago, by LGBTQ+ identity, 2023
    • Graph 22: actions taken to improve or maintain personal mental wellbeing, by generation (among LGBTQ+ consumers), 2023
    • Graph 23: actions taken to improve or maintain personal mental wellbeing, by LGBTQ+ identity, 2023
    • Social circles and support networks
    • Graph 24: agreement – “I wish I had more social circles/friend groups to hang out with,” by LGBTQ+ identity, 2023
    • Graph 25: agreement – “I have a strong support system,” by LGBTQ+ identity, 2023
    • Graph 26: outlook on support system and social circles (any agree,) by generation and LGBTQ+ identity, 2023
    • Graph 27: agreement – “I have a hard time making new friends,” by LGBTQ+ identity, 2023
    • Graph 28: agreement – “I am still struggling to re-establish my social circles since the pandemic,” by LGBTQ+ identity, 2023
    • Graph 29: perspectives on friendships (any agree), by generation and LGBTQ+ identity, 2023
    • Graph 30: agreement – “Having virtual/online friends who I regularly talk with is just as important as having in-person friends,” by LGBTQ+ identity, 2023
    • Graph 31: interacting in-person vs virtually, by LGBTQ+ identity, 2023
    • Interests and habits of LGBTQ+ consumers
    • Graph 32: outlook on lifestyle and interests (any agree), by gender identity and sexual orientation, 2023
    • Graph 33: outlook on lifestyle and interests (any agree), by generation and LGBTQ+ identity, 2023
    • Graph 34: shopping preferences and habits (any agree), by gender identity and sexual orientation, 2023
    • Graph 35: shopping preferences and habits (any agree), by generation and LGBTQ+ identity, 2023
    • Graph 36: LGBTQ+ outlook on brands (any agree), by gender identity and sexual orientation, 2023
    • Graph 37: LGBTQ+ outlook on brands (any agree), by generation, 2023
    • Marketing to LGBTQ+ consumers
    • Graph 38: agreement – “It’s important to me that the brands I buy support the LGBTQ+ community,” by LGBTQ+ Loved Ones, and LGBTQ+ identity, 2023
    • Graph 39: agreement – “I would like to see more ads with a greater variety of LGBTQ+ people represented,” by LGBTQ+ Love Ones, andLGBTQ+ identity, 2023
    • Graph 40: LGBTQ+ outlook on brand support and representation (any agree), by generation, 2023
    • Graph 41: sources used to find out if a brand supports the LGBTQ+ community, by LGBTQ+ identity and LGBTQ+ loved ones, 2023
    • Graph 42: outlook on relatable representation in media/advertising, by gender identity and sexual orientation – among the LGBTQ+ population, 2023
    • Graph 43: LGBTQ+ outlook on relatable representation in media/advertising, by race/ethnicity, by household income and area of residence, 2023
  4. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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2024 Sample Consumer Cover

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