"Despite political headwinds and shifts in corporate support, the LGBTQ+ population continues to grow in size and influence. Brands that maintain consistent and actionable allyship will earn the trust and loyalty of LGBTQ+ consumers and their loved ones."
Lisa Dubina, Associate Director, Culture & Identity
The LGBTQ+ population continues to grow in both size and influence: today 9% of US adults identify as LGBTQ+, a figure that increases to nearly a quarter among adults under 30. This youthful skew cements the community’s long-term influence on mainstream trends and growing spending power, making them a critical segment for future-focused marketers.
Yet even as demographic momentum accelerates, political headwinds are reshaping corporate support and brand behavior. NYC Pride reported an approximately 25% drop in corporate sponsorship for 2025 events, while participation in the Human Rights Campaign’s 2026 Corporate Equality Index declined by 65% among Fortune 500 companies. These pullbacks are ultimately in sharp contrast public sentiment: the majority of LGBTQ+ consumers and a plurality of the total population support brands investing in LGBTQ+ representation and advocacy.
LGBTQ+ adults overwhelmingly believe brands can play a meaningful role in protecting LGBTQ+ rights. Meeting that expectation requires consistent, credible allyship that is rooted in year‑round engagement, tangible advocacy, and inclusive workplace practices. As Gen Z and Gen Alpha solidify queer inclusion as a cultural norm, brands that lead with authenticity and empathy can convert cultural momentum into enduring loyalty. Those that fail to adapt risk alienating not only LGBTQ+ consumers, but their increasingly vocal allies as well.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
Pay via credit card or invoice (net 30 payment terms)
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
Focus on the data that matters most to you with a customisable databook available on our platform
Discount automatically applied in basket
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
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.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
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.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
