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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to LGBTQ+ Communities - US market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Sexual orientation and gender identity are demographics not currently collected or tracked by the US government, meaning there’s a distinct lack of definitive, statistical information on the LGBTQ+ community in the United States. This Report cites and relies on the data from UCLA think tank, the Williams Institute, to define the scope of the LGBTQ+ population. The Williams Institute, which is considered the leading authority on LGBTQ+ data and demographics, estimates that 11.3 million Americans (4.5% of the total US population) self-identify as LGBTQ+. The Institute’s estimate has continued to grow as the evolution of mainstream LGBTQ+ acceptance, resources, and support has made more Americans comfortable and willing to publically come out. This makes the LGBTQ+ community a growing and advantageous consumer audience for brands and marketers to understand and connect with.

Expert analysis from a specialist in the field

Written by Lisa Dubina, a leading analyst in the Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

This Report focuses on the growing LGBTQ+ population in the United States, and explores the challenges, concerns, and unique experiences of these consumers. By assessing perceptions of LGBTQ+ inclusivity and representation, as well as reactions to Pride marketing efforts, this Report aims to help clients better understand how to effectively engage and appeal to this consumer group Lisa Dubina
Senior B2B Analyst


What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Target audience overview
          • Figure 1: Estimated adult LGBTQ+ population across the US
        • Top takeaways
          • The diversity and intersectionality of the LGBTQ+ population
            • Figure 2: US LGBTQ+ population by race/ethnicity and socioeconomic factors, 2017
            • Figure 3: LGBTQ+ community, by sexual orientation and transgender identification, November 2019
          • LGBTQ+ acceptance and inclusivity
            • Figure 4: LGBTQ+ community, outlook on LGBTQ+ equality, November 2019
            • Figure 5: LGBTQ+ community, satisfaction in LGBTQ+ representation – by generation, by marital status, November 2019
          • Pride marketing and LGBTQ+ representation
            • Figure 6: LGBTQ+ community, outlook on brands, November 2019
            • Figure 7: Non-LGBTQ+ outlook on Pride marketing, by gender, by race and ethnicity, November 2019
          • What this means and what’s next
            • Demonstrating authentic LGBTQ+ support
            • What You Need to Know

              • There’s a lack of data on the LGBTQ+ population
                • It’s crucial to acknowledge the diversity and intersectionality of the LGBTQ+ community
                  • Concerns and challenges LGBTQ+ adults face
                    • An advantageous audience for media and technology
                    • Target Audience

                      • LGBTQ+ US Population: Growing yet still uncounted
                        • Figure 8: Estimated adult LGBTQ+ population across the US
                      • Younger generations are more comfortable embracing LGBTQ+ identity
                        • Figure 9: Age distribution of US LGBT population, 2017
                      • Social and economic disparity is evident throughout the LGBTQ+ community
                        • Figure 10: Demographic characteristics of US LGBTQ+ population, 2017
                        • Figure 11: Socioeconomic indicators among US LGBT population, 2017
                      • The diverse identities included under the LGBTQ+ umbrella
                        • Figure 12: LGBTQ+ community, sexual orientation, November 2019
                        • Figure 13: LGBTQ+ community, transgender identification, November 2019
                      • Non-traditional households of LGBTQ+
                        • Figure 14: LGBTQ+ community, by location, by primary residence, November 2019
                        • Figure 15: LGBTQ+ Community household makeup, November 2019
                      • Dating challenges for LGBTQ+
                        • Figure 16: LGBTQ+ Community marital status, November 2019
                      • Financial concerns and spending among LGBTQ+
                        • Figure 17: LGBTQ+ community financial outlook, November 2019
                        • Figure 18: LGBTQ+ community spending habits – leisure and entertainment, November 2019
                      • In their own words: What LGBTQ+ Pride represents
                      • The Consumer – What You Need to Know

                        • LGBTQ+ acceptance and support has progressed but can still improve
                          • Rainbow-washing has LGBTQ+ consumers questioning brands’ genuineness
                            • LGBTQ+ representation in media still falls short of expectations
                            • Perceptions of LGBTQ+ Equality and Inclusion

                              • Equality has advanced but there’s still room to improve
                                • Figure 19: LGBTQ+ community, outlook on LGBTQ+ equality, November 2019
                              • Fewer than half LGBTQ+ adults feel included in their local community
                                • Figure 20: LGBTQ+ community, satisfaction in LGBTQ+ representation – by age, by marital status, by location, November 2019
                              • Influencer Spotlight: Dwayne Wade
                                • Figure 21: Dwayne Wade and family publicly introduce and support transgender daughter, Zaya | February 2020
                              • There is higher satisfaction with workplace inclusivity, but is still lower for those younger and unmarried
                                • Figure 22: LGBTQ+ community, satisfaction in LGBTQ+ representation – by age, by marital status, November 2019
                              • Brand Spotlight: T-Mobile
                                • Figure 23: T-Mobile #beyou promise | November 2019
                              • Brand Spotlight: Intuit
                                • Figure 24: Intuit hosts its inaugural workplace Trans Summit | February 2020
                            • Pride Marketing and Brand Representation

                              • Pride marketing or rainbow-washing?
                                • Figure 25: Kind’s limited-edition Pride Month bar
                                • Figure 26: LGBTQ+ community, outlook on brands, November 2019
                                • Figure 27: LGBTQ+ community, brand expectations, November 2019
                              • The non-LGBTQ+ population’s outlook on Pride marketing
                                • Figure 28: Non-LGBTQ+ outlook on Pride marketing, by gender, by ethnicity and Hispanic origin, November 2019
                              • In their own words: Advice to brands on LGBTQ+ inclusivity
                                • Brand Spotlight: Absolut Vodka
                                  • Figure 29: Absolut Vodka celebrates bisexual visibility day, September 2019
                                • Gen Z and unmarried LGBTQ+ adults are less satisfied with brands’ representation
                                  • Figure 30: LGBTQ+ community, satisfaction in LGBTQ+ representation – by age and marital status, November 2019
                              • Perceptions of LGBTQ+ Representation in Media

                                • LGBTQ+ character representation is advancing, but still lacking
                                  • Figure 31: LGBTQ+ community, outlook on media, by transgender identification, November 2019
                                • Non-LGBTQ+ adults are viewing inclusive media too
                                  • Figure 32: Non-LGBTQ+ outlook on inclusive media, by gender, by age, and by political affiliation, November 2019
                                • Streaming services beat out traditional TV on representation
                                  • Figure 33: LGBTQ+ community, satisfaction in LGBTQ+ representation – by age and marital status, November 2019
                                  • Figure 34: Netflix’s farewell to socially inclusive series, BoJack Horeseman, February 2020
                                • News media consumption
                                  • Figure 35: LGBTQ+ community, media sources, November 2019
                                  • Figure 36: LGBTQ+ community, satisfaction in LGBTQ+ representation – news media, November 2019
                              • Mintel Trends Drivers: Identity

                                  • What’s Happening Now
                                    • LGBTQ+ politicians demonstrate the rise in acceptance – and the prejudice that still exists
                                      • LGBTQ+ celebrities and influencers driving awareness and acceptance further
                                        • Figure 37: Billy Porter challenging traditional definitions of masculinity, March 2019
                                        • Figure 38: Johnathan Van Ness shares his story in hopes of ending homophobia and HIV stigma
                                        • Figure 39: NikkieTutorial’s coming out video, January 2020
                                      • Brands empowering consumers to embrace their true identity
                                        • Starbucks welcoming all and encouraging transgender visibility
                                          • Figure 40: Starbucks UK’s #whatsyourname campaign
                                        • BMO Harris modernizing financial services for a non-binary world
                                          • Figure 41: BMO Harris Bank’s True Name initiative
                                        • What’s Happening Next
                                          • Public policy catching up to expansive self-identification
                                            • Ways brands can support the LGBTQ+ community into the future
                                            • Appendix – Data Sources and Abbreviations

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

                                                          About the report

                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                          • The Consumer

                                                            What They Want. Why They Want It.

                                                          • The Competitors

                                                            Who’s Winning. How To Stay Ahead.

                                                          • The Market

                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                          • The Innovations

                                                            New Ideas. New Products. New Potential.

                                                          • The Opportunities

                                                            Where The White Space Is. How To Make It Yours.

                                                          • The Trends

                                                            What’s Shaping Demand – Today And Tomorrow.

                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.