2023
9
US Understanding LGBTQ+ Communities Consumer Report 2023
2023-05-26T11:40:47+00:00
REPFF1A0F31_BEA2_4E5B_93C3_BD5D563CDD51
3695
163457
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Report
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“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…
US
Consumer Attitudes
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US Understanding LGBTQ+ Communities Consumer Report 2023

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  1. Overview

    • What you need to know
    • This Report looks at the following areas:
    • Definition
    • Market context

  2. 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
      • 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
      • Figure 9: Miller Lite celebrates “Beers & Queer History,” 2023
    • LGBTQ+ consumers expect brand allies to get political
      • Figure 10: Most trustworthy brand practices, 2023
      • Figure 11: Just Eggs stands with Tennessee drag performers, 2023

  3. 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

  4. 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

  5. LGBTQ+ Consumers – Fast Facts

  6. 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

  7. 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
      • 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
      • Figure 29: Brand support for LGBTQ+ community, by LGBTQ+ loved one, by LGBTQ+ identity, 2023

  8. 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

  9. 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
      • 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

  10. 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

  11. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
    • Terms

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
Lisa Dubina
Associate Director – Culture & Identity

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