Description

“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

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

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas:
        • Definition
          • Market context
          • 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
                  • 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
                    • 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
                          • LGBTQ+ Consumers – Fast Facts

                            • 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
                            • 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
                            • 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
                            • 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
                            • 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
                            • Appendix – Data Sources and Abbreviations

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

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