This Report looks at the following areas:
- The way in which LGBTQ+ consumers describe, label and consider their sexuality and gender identity
- The current state of LGBTQ+ rights in the US and the recent spike in anti-LGBTQ+ sentiment
- The impact inflation and the current cost of living crisis is having on the LGBTQ+ population compared to the total population
- LGBTQ+ communities’ need and expectations for brand allies’ advocacy and support
Expert Insights on LGBTQ+ Communities in the US
As LGBTQ+ communities contend with financial uncertainty, strained mental wellbeing and mounting legislative attacks, consumers need more than simply inclusivity exercises from brand allies. LGBTQ+ people and their loved ones fear for the future of LGBTQ+ acceptance and rights in the US. They need and expect brand allies to take actionable steps to support and advocate for LGBTQ+ people’s rights and safety; yet in the past year they’ve been disappointed by the lack of action from brands that regularly vie for LGBTQ+ consumer spend.
Lisa Dubina
Associate Director – Culture & Identity
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Overview
- What you need to know
- This Report looks at the following areas:
- Definition
- Market context
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Executive Summary
- Top takeaways
- Consumer trends
- As the LGBTQ+ population grows, so does the number of Americans with an LGBTQ+ loved one – making LGBTQ+ acceptance and rights more relevant and personal
- Figure 1: Percentage of LGBT adults in the US, 2023
- Figure 2: LGBTQ+ loved ones, indexed to total population, 2023
- The intersection of LGBTQ+ identity with age and generation influences distinct differences
- Figure 3: Fluid vs fixed identity, by generation, 2023
- LGBTQ+ consumers are concerned about the recent rise in anti-LGBTQ+ sentiment, but feel a vocal political minority is responsible
- Figure 4: Future of LGBTQ+ rights, by LGBTQ+ loved one, by LGBTQ+ identity, 2023
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- Figure 5: LGBTQ+ support, by sexual orientation, by transgender identity, by queer identity, 2023
- LGBTQ+ communities are disproportionately feeling the effects of inflation and the cost of living crisis
- Figure 6: Impact of recent inflation, by LGBTQ+ identity, 2023
- Market opportunities and competitive strategies
- LGBTQ+ communities need and expect brands’ support and advocacy
- Figure 7: Brand support for LGBTQ+ community, by LGBTQ+ loved one, by LGBTQ+ identity, 2023
- Brands can improve LGBTQ+ acceptance by sharing and celebrating LGBTQ+ history
- Figure 8: Power of brands, by LGBTQ+ loved one, by LGBTQ+ identity, 2023
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- Figure 9: Miller Lite celebrates “Beers & Queer History,” 2023
- LGBTQ+ consumers expect brand allies to get political
- Figure 10: Most trustworthy brand practices, 2023
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- Figure 11: Just Eggs stands with Tennessee drag performers, 2023
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The US LGBTQ+ Population by the Numbers
- The size of the LGBTQ+ population in the US remains steady from 2021-2022
- Figure 12: Percentage of LGBT adults in the US, 2023
- Young adults are the driving force behind the rise in LGBTQ+ identification
- Figure 13: Percentage of LGBT adults in the US, within generations, 2023
- First steps toward federal survey data on LGBTQ+ Americans
- Census Bureau data confirms the LGBTQ+ population skews young, multicultural and less affluent
- Figure 14: Characteristics of the LGBT adult population, 2022
- Figure 15: Socioeconomic experiences and barriers among LGBTQ adults, 2023
- Nearly half of the total population have a LGBTQ+ loved one
- Figure 16: LGBTQ+ loved ones, indexed to total population, 2023
- The size of the LGBTQ+ population in the US remains steady from 2021-2022
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Market Factors Impacting LGBTQ+ Communities
- A rise in political and legislative attacks on LGBTQ+ rights
- Despite setbacks, LGBTQ+ support and victories persevere
- Inflation keeps price points and interest rates high
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LGBTQ+ Consumers – Fast Facts
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LGBTQ+ Identity
- The use of “queer” among LGBTQ+ consumers remains steady
- Figure 17: Use of queer as identifier, by sexual orientation and transgender identity, 2023
- Young, multicultural and affluent LGBTQ+ consumers identify with the term “queer”
- Figure 18: Use of queer as identifier, indexing, 2023
- LGBT, LGBTQ and LGBTQ+ are the most frequently used abbreviations for the community
- Figure 19: Term or abbreviation used for the community, 2023
- More than half of LGBTQ+ Gen Zs consider their sexual orientation and/or gender identity to be more fluid rather than fixed
- Figure 20: Fluid vs fixed identity, by generation, 2023
- The majority of LGBTQ+ consumers feel brands can help them express their identity, yet some still face challenges
- Figure 21: Brands and self-expression, by sexual orientation, by transgender identity, by queer identity, 2023
- Brand spotlight: Absolut’s “World of Cocktails” celebrates individuality and inclusion
- Figure 22: Absolut’s “World of Cocktails,” 2023
- The use of “queer” among LGBTQ+ consumers remains steady
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Outlook on LGBTQ+ Rights
- 60% of LGBTQ+ consumers are worried about the future of LGBTQ+ rights
- Figure 23: Increase in anti-LGBTQ+ sentiment, by sexual orientation, by transgender identity, by queer identity, 2023
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- Figure 24: Future of LGBTQ+ rights, by sexual orientation, by transgender identity, by queer identity, 2023
- Concerns are not exclusive to the LGBTQ+ population
- Figure 25: Future of LGBTQ+ rights, by LGBTQ+ loved one, by LGBTQ+ identity, 2023
- Transgender, nonbinary and people who identify as queer are most likely to be struggling due to anti-LGBTQ+ sentiment
- Figure 26: Impact of anti-LGBTQ+ sentiment, by sexual orientation, by transgender identity, by queer identity, 2023
- The majority of LGBTQ+ consumers feel a small political minority is responsible for the current anti-LGBTQ+ sentiment in the country
- Figure 27: LGBTQ+ support, by sexual orientation, by transgender identity, by queer identity, 2023
- The majority of LGBTQ+ consumers feel the population needs brands’ active support, and nearly half of the total population agree
- Figure 28: Brand support for LGBTQ+ community, by sexual orientation, by transgender identity, by queer identity, 2023
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- Figure 29: Brand support for LGBTQ+ community, by LGBTQ+ loved one, by LGBTQ+ identity, 2023
- 60% of LGBTQ+ consumers are worried about the future of LGBTQ+ rights
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Impact of Inflation
- LGBTQ+ consumers are more likely to feel impacted by the current high rates of inflation
- Figure 30: Financial stability, by LGBTQ+ identity, 2023
- LGBTQ+ consumers are more likely to have cut back on nonessentials and be struggling to afford day-to-day essentials
- Figure 31: Impact of recent inflation, by LGBTQ+ identity, 2023
- Almost seven in 10 LGBTQ+ adults are concerned about the future of their financial security
- Figure 32: Future financial security, by LGBTQ+ identity, 2023
- Figure 33: Financial struggle and stress, by gender, by generation, 2023
- LGBTQ+ consumers are more likely to feel impacted by the current high rates of inflation
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Role of Brands
- LGBTQ+ consumers have high expectations for brands
- Figure 34: Power of brands, by LGBTQ+ loved one, by LGBTQ+ identity, 2023
- Among the total population, Gen Z and Millennials share LGBTQ+ expectations for brands
- Figure 35: Power of brands, by generation, 2023
- Brand spotlight: Miller Lite shines a light on “Beers & Queer History”
- Figure 36: Miller Lite celebrates “Beers & Queer History,” 2023
- LGBTQ+ people want to see more brands speak out against anti-LGBTQ+ political sentiment and legislation
- Figure 37: Brands and anti-LGBTQ+ sentiment, by LGBTQ+ loved one, by LGBTQ+ identity, 2023
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- Figure 38: Disneyland announces first-ever Pride Nite, 2023
- Almost half of LGBTQ+ adults would consider a brand an LGBTQ+ ally if they support pro-LGBTQ+ legislation
- Figure 39: Most trustworthy brand practices, 2023
- Brand spotlight: Zola throws a marriage equality party – and invites US Senators
- Figure 40: Zola lobbies for the Respect for Marriage Act, 2023
- LGBTQ+ consumers have high expectations for brands
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Competitive Strategies and Market Opportunities
- Just Egg serves up support for drag brunches
- Figure 41: Just Eggs stands with Tennessee drag performers, 2023
- Both& Apparel celebrates transmasculine joy and sex appeal
- Figure 42: Both& Apparel’s homage to Calvin Klein, 2023
- Hinge launched “Not-So-Frequently Asked Questions” feature for LGBTQ+ users
- Figure 43: Hinge’s NFAQ, 2023
- Indeed UK represents the realities of the workplace for LGBTQ+ people
- Figure 44: Indeed partners with LGBTQ+ influencers, 2023
- Just Egg serves up support for drag brunches
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
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