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
Senior Culture and Identity Analyst
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
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The Market
- The LGBTQ+ population in the US
- The LGBTQ+ population has been steadily increasing over the past decade
- Graph 1: percentage of LGBTQ+ adults in the US, 2012-22
- The LGBTQ+ population overindexes among young, multicultural and less affluent consumers
- More than half of LGBT people in the US live in the South and Midwest
- The LGBTQ+ population continues to be diverse across sexual orientation and gender identity
- Graph 2: gender identity and sexual orientation, among LGBTQ+ population, 2023
- The share of LGBTQ+ adults who identify as “queer” continues to grow
- Graph 3: use of “queer” to describe personal identity, among LGBTQ+ population, 2021-23
- The LGBTQ+ population is an influential and growing consumer group that cannot be ignored
- The share of consumers with an LGBTQ+ loved one remains consistent
- Graph 4: share of non-LGBTQ+ consumers with a loved one who is LGBTQ+, 2022-23
- Consumers with an LGBTQ+ loved one are more likely to be young, female, Hispanic and multiracial and rural-dwelling
- Market factors
- As the 2024 Presidential election approaches, right-wing politicians are expected to double-down on anti-LGBTQ+ legislation
- 2023: The year of Pride backlash
- Many brands back-tracked their LGBTQ+ support following conservative backlash
- Other brands doubled-down and earned further loyalty among LGBTQ+ consumers
- Despite political and societal backlash, LGBTQ+ visibility and representation continues to advance
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Consumer Insights
- Consumer fast facts
- Overall life satisfaction
- Overall life satisfaction is similar among LGBTQ+ consumers and the total population
- Graph 5: overall life satisfaction, by LGBTQ+ identity, 2023
- Transgender and nonbinary consumers report some of the highest levels of life satisfaction
- Graph 6: LGBTQ+ overall life satisfaction, by gender identity and sexual orientation, 2023
- Stage of life and lifestyle also impact life satisfaction among LGBTQ+ Americans
- Graph 7: LGBTQ+ overall life satisfaction, by generation, by marital and parental status, 2023
- Despite similar life satisfaction overall, LGBTQ+ consumers are more likely to use negative descriptors to describe their life
- Graph 8: overall life descriptors, by LGBTQ+ identity, 2023
- Brands can aim to spark joy in the lives of LGBTQ+ who are more likely to be struggling
- 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
- LGBTQ+ consumers are looking to catch-up and move forward post-pandemic
- 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
- The impetus for feeling behind in life is not solely age and life stage
- Graph 13: agreement – perspectives on life (any agree), by LGBTQ+ identity, and by generation, 2023
- The majority of the total population and the LGBTQ+ population have an optimistic vision of the future
- 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
- Brands can help young and unattached LGBTQ+ consumers find purpose for the future and comfort despite a sense of the unknown
- Graph 16: agreement – LGBTQ+ perspectives on the future (any agreement), by generation, and by marital and parental status, 2023
- Compared to the general population, LGBTQ+ adults are more likely to wish they knew their life purpose and to be heard by others
- Graph 17: top three wishes for the future (any rank), by LGBTQ+ identity, 2023
- Younger LGBTQ+ consumers search for their purpose in life while older ones prioritize travel and spending time with loved ones
- Graph 18: LGBTQ+ top three wishes for the future (any rank), by generation and race/ethnicity, 2023
- New experiences and opportunities for self-discovery can help dissatisfied LGBTQ find more satisfaction in life
- Graph 19: LGBTQ+ top three wishes for the future (any rank), by overall life satisfaction, 2023
- Virgin Atlantic invites travelers to “See the World Differently” and employees to “Be Yourself”
- Mental health and wellbeing
- LGBTQ+ consumers have slightly lower self-evaluation of their mental 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
- High levels of anxiety and stress affect LGBTQ+ people
- LGBTQ+ adults are more likely to rely on professional resources and self-expression to manage their mental wellbeing
- 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
- Brands can appeal to LGBTQ+ consumers’ reliance on outer appearance and self-expression
- For Them is redefining wellness through self-expression for gender expansive people
- Social circles and support networks
- Although LGBTQ+ consumers have a strong support system, they are more likely to wish they had wider social circles
- 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
- The desire to have more extensive friend groups is universal across Gen Zs and Millennials, both within and outside of the LGBTQ+ population
- Graph 26: outlook on support system and social circles (any agree,) by generation and LGBTQ+ identity, 2023
- In addition to the COVID-19 pandemic, social self-consciousness and a lack of confidence hinder many LGBTQ+ consumers’ ability to socialize
- 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
- LGBTQ+ Gen Zs and Millennials experience greater challenges making and maintaining friendships compared to their wider generational cohorts
- Graph 29: perspectives on friendships (any agree), by generation and LGBTQ+ identity, 2023
- Many LGBTQ+ people find comfort and connections through digital channels
- 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
- Smirnoff campaign addresses the loneliness epidemic and encourages intersectional socializing
- Interests and habits of LGBTQ+ consumers
- Culinary and nightlife experiences are opportunities to appeal to LGBTQ+ adults
- Though the segment’s young age informs its experiential bias, LGBTQ+ men and transgender adults are also highly engaged with food and nightlife
- 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
- LGBTQ+ consumers are also more likely to be drawn to trendy, celebrity-endorsed and luxury brand offerings
- Premium brand names and their associations are more likely to appeal to LGBTQ+ Millennials, men and transgender adults
- 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
- Brands can offer LGBTQ+ consumers customization and personalization opportunities to help express and celebrate their identity
- 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
- Lottie London chose to spotlight trans women’s experiences for International Women’s Day
- Marketing to LGBTQ+ consumers
- LGBTQ+ consumers – and their loved ones – pay attention to brands’ support and representation of LGBTQ+ people
- 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
- LGBTQ+ Gen Zs and Millennials have higher expectations for brand support and the representation of LGBTQ+ people
- Graph 40: LGBTQ+ outlook on brand support and representation (any agree), by generation, 2023
- Brands need to utilize social media and other online channels to shape the narrative of their LGBTQ+ allyship
- Graph 41: sources used to find out if a brand supports the LGBTQ+ community, by LGBTQ+ identity and LGBTQ+ loved ones, 2023
- The majority of LGBTQ+ consumers can relate to representations of LGBTQ+ people in media and advertising
- Graph 42: outlook on relatable representation in media/advertising, by gender identity and sexual orientation – among the LGBTQ+ population, 2023
- Brands should make greater efforts to authentically represent Black, low income, and suburban/rural LGBTQ+ consumers
- Graph 43: LGBTQ+ outlook on relatable representation in media/advertising, by race/ethnicity, by household income and area of residence, 2023
- Visible Wireless celebrates the generational nuances within the LGBTQ+ community
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Competitive Strategies
- Launch activity and innovation
- Brazilian beauty brand looks to create new opportunities for female, trans and nonbinary gamers
- Misterb&b makes Pride accessible for LGBTQ+ pioneers
- Marketing and advertising
- JanSport by Drag Race star Jan Sport
- Revry’s revolutionizing queer-focused streaming and advertising
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Appendix
- Consumer research methodology
- Generations
- Abbreviations and terms
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