Description

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

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • The Market

      • The LGBTQ+ population in the US
      • Graph 1: percentage of LGBTQ+ adults in the US, 2012-22
      • Graph 2: gender identity and sexual orientation, among LGBTQ+ population, 2023
      • Graph 3: use of "queer" to describe personal identity, among LGBTQ+ population, 2021-23
      • Graph 4: share of non-LGBTQ+ consumers with a loved one who is LGBTQ+, 2022-23
      • Market factors
    • Consumer Insights

      • Consumer fast facts
      • Overall life satisfaction
      • Graph 5: overall life satisfaction, by LGBTQ+ identity, 2023
      • Graph 6: LGBTQ+ overall life satisfaction, by gender identity and sexual orientation, 2023
      • Graph 7: LGBTQ+ overall life satisfaction, by generation, by marital and parental status, 2023
      • Graph 8: overall life descriptors, by LGBTQ+ identity, 2023
      • 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
      • 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
      • Graph 13: agreement – perspectives on life (any agree), by LGBTQ+ identity, and by generation, 2023
      • 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
      • Graph 16: agreement – LGBTQ+ perspectives on the future (any agreement), by generation, and by marital and parental status, 2023
      • Graph 17: top three wishes for the future (any rank), by LGBTQ+ identity, 2023
      • Graph 18: LGBTQ+ top three wishes for the future (any rank), by generation and race/ethnicity, 2023
      • Graph 19: LGBTQ+ top three wishes for the future (any rank), by overall life satisfaction, 2023
      • Mental health and 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
      • 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
      • Social circles and support networks
      • 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
      • Graph 26: outlook on support system and social circles (any agree,) by generation and LGBTQ+ identity, 2023
      • 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
      • Graph 29: perspectives on friendships (any agree), by generation and LGBTQ+ identity, 2023
      • 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
      • Interests and habits of LGBTQ+ consumers
      • 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
      • 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
      • 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
      • Marketing to LGBTQ+ consumers
      • 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
      • Graph 40: LGBTQ+ outlook on brand support and representation (any agree), by generation, 2023
      • Graph 41: sources used to find out if a brand supports the LGBTQ+ community, by LGBTQ+ identity and LGBTQ+ loved ones, 2023
      • Graph 42: outlook on relatable representation in media/advertising, by gender identity and sexual orientation – among the LGBTQ+ population, 2023
      • Graph 43: LGBTQ+ outlook on relatable representation in media/advertising, by race/ethnicity, by household income and area of residence, 2023
    • Competitive Strategies

      • Launch activity and innovation
      • Marketing and advertising
    • Appendix

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