Description

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

Although still uncounted officially by the US government, the LGBTQ+ population is a prominent segment of the US population, estimated to include around 11.3 million Americans. The LGBTQ+ community in the US is a diverse and variable group that has been uniquely affected by the COVID-19 pandemic and the other national events of this past year. Brands looking to market to LGBTQ+ communities must understand the distinct socioeconomic situations of the population, the widespread impact the COVID-19 pandemic has had on both their physical and mental wellbeing, and the unique role that social community can play in these individuals’ lives.

Read on to discover more about Marketing to LGBTQ+ Communities in the US, read our US American Values Market Report 2021, or take a look at our other Culture And Identity Market Research reports.

Quickly understand

  • The impact of the COVID-19 pandemic on LGBTQ+ communities.
  • An overview of the LGBTQ+ population in the US and ways in which they identify.
  • The source and importance of community and social connections among LGBTQ+ adults.
  • LGBTQ+ Americans’ perceptions of and overall comfort within the greater LGBTQ+ community.
  • LGBTQ+ market research and estimated LGBTQ+ market size.

Covered in this report

Brands include: Ritz Crackers, Etsy, Vice, Deadline Hollywood, Reddit, Instagram, TikTok, Watermark Communities, The Knot, Bumble, Google, Spectrum Outfitters, Citibank, BMO Harris.

Expert analysis from a specialist in the field

This report, written by Lisa Dubina, a leading analyst in the Culture and Identity sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Following a traumatic year marked by a global pandemic, economic struggle and political divisiveness, the LGBTQ+ population is in a unique and unsteady position entering 2021. LGBTQ+ Americans have been notably vulnerable to the COVID-19 pandemic and its affects; LGBTQ+ adults are more likely to have lost their job, be struggling financially, and feel their mental wellbeing has been negatively impacted by the events of 2020. Despite these struggles, LGBTQ+ communities still flourished this past year, achieving new levels of representation and inclusion. Looking to the year ahead, LGBTQ+ adults say that protecting and enhancing LGBTQ+ rights, as well as expanding the community’s intersectional outlook are top of mind for the overall community.
Lisa Dubina, Senior Culture and Identity Analyst
Lisa Dubina
Senior Culture and Identity Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: market context
  2. Executive Summary

    • Top takeaways
    • Overview of the LGBTQ+ population
      • Figure 1: LGBTQ+ consumer profile, 2017
      • Figure 2: Sexual orientation and transgender identity, November 2020
    • Challenges
    • LGBTQ+ Americans have been uniquely impacted by the COVID-19 pandemic
      • Figure 3: Outlook on COVID-19-related restrictions, by LGBTQ+ identity, November 2020
      • Figure 4: COVID-19 pandemic-related employment, by LGBTQ+ identity, November 2020
      • Figure 5: Effects of the COVID-19 pandemic, by LGBTQ+ identity, November 2020
    • LGBTQ+ adults have to create their own support networks
      • Figure 6: Community origins, by LGBTQ+ identity, November 2020
      • Figure 7: Community qualities, by family circles, by LGBTQ+ identity, November 2020
    • LGBTQ+ Americans are apprehensive for the future of LGBTQ+ rights
      • Figure 8: Future of LGBTQ+ rights, November 2020
    • Opportunities
    • Focus on an intersectional approach
    • Recognize and represent “chosen family”
    • Address specific needs of LGBTQ+ communities
  3. Target Audience – Key Takeaways

    • The LGBTQ+ population remains uncounted and difficult to gauge
    • More LGBTQ+ youth identify with emerging sexual orientations
    • Using “queer” as a self-descriptor is a personal choice that not all LGBTQ+ adults are comfortable with
    • LGBTQ+ Americans are emotionally and physically more vulnerable to COVID-19 and its effects
  4. Overview of the US LGBTQ+ Population

    • The LGBTQ+ population remains unidentified in most government research
    • Snapshot of the LGBTQ+ consumer segment
      • Figure 9: LGBTQ+ consumer profile, 2017
    • Socioeconomic divide
      • Figure 10: LGBTQ+ population by region, 2015
    • The LGBTQ+ population is diverse across gender identity and sexual orientation
      • Figure 11: Sexual orientation and transgender identity, November 2020
    • The self-selected descriptor “queer” is preferred by transgender adults and those who identify with an emerging sexual orientation
      • Figure 12: Usage of “queer,” by sexual orientation and transgender identity, November 2020
      • Figure 13: Usage of “queer,” by generation and education, November 2020
  5. LGBTQ+ Americans: In Their Own Words

    • Identifying as “queer” is very much a personal decision
  6. Impact of the COVID-19 Pandemic on LGBTQ+ Communities

    • LGBTQ+ Americans have been uniquely impacted by the COVID-19 pandemic
      • Figure 14: Effects of COVID-19 pandemic, by LGBTQ+ identity, November 2020
    • LBGTQ+ adults are more likely to have lost their job due to the pandemic
      • Figure 15: COVID-19-pandemic employment, by LGBTQ+ identity, November 2020
    • LGBTQ+ adults are more likely to feel they lack emotional support throughout the pandemic
      • Figure 16: Outlook on COVID-19-pandemic restrictions, by LGBTQ+ identity, November 2020
    • Transgender adults in particular feel the pandemic has negatively impacted their mental wellbeing
      • Figure 17: Outlook on COVID-19-pandemic restrictions, by sexual orientation and transgender identity, November 2020
    • Despite the challenges of COVID-19 pandemic, 2020 has seen ground-breaking representation and inclusivity
      • Figure 18: Logging into Club Quarantine
      • Figure 19: Schitt’s Creek tops Nielsen’s streaming charts
  7. The Consumer – Key Takeaways

    • The social communities in LGBTQ+ adults’ lives can be unique compared to the general population
    • “Chosen family” plays a prominent role in many LGBTQ+ adults’ lives
    • Not all LGBTQ-identifying adults feel welcome within the LGBTQ+ community
    • LGBTQ+ Americans are apprehensive for the future of LGBTQ+ rights
  8. Importance of Community for LGBTQ+ Adults

    • Two in five Americans feel their social communities influence who they are
      • Figure 20: Attitudes towards communities, by LGBTQ+ identity, November 2020
    • The influence of social communities varies by sexual orientation and gender identity
      • Figure 21: Attitudes towards communities, by sexual orientation and transgender identity, November 2020
  9. Source of Community and Social Connections

    • Family is less likely to be a source of community for LGBTQ+ adults
    • More than a quarter of LGBTQ+ adults say social media is a source of community and friendship
      • Figure 22: Community origins, by LGBTQ+ identity, November 2020
    • Media, social advocacy, politics, and dating life are more likely to be commonalities for LGBTQ+ adults and their social circles
      • Figure 23: Community connectors, by LGBTQ+ identity, November 2020
  10. Roles of Various LGBTQ+ Communities

    • More than any other social community, friendship circles allow LGBTQ+ adults to be themselves
      • Figure 24: Community qualities, by LGBTQ+ identity, November 2020
      • Figure 25: Correspondence Analysis – Symmetrical map – Community qualities, November 2020
    • Nearly two in 10 LGBTQ+ adults feel their family does not provide them with any community values or benefits
      • Figure 26: Community qualities, by family circles, by LGBTQ+ identity, November 2020
    • LGBTQ+ adults are less likely to feel their work and career circles welcome and accept them
      • Figure 27: Community qualities, by work/career groups, by LGBTQ+ identity, November 2020
  11. Comfort within the LGBTQ+ Community

    • Three in 10 LGBTQ+ adults do not feel part of the LGBTQ+ community
      • Figure 28: Outlook on LGBTQ+ community, November 2020
      • Figure 29: Pride has to be inclusive
    • Asexual adults in particular feel less welcomed in the LGBTQ+ community
      • Figure 30: Outlook on LGBTQ+ community, by sexual orientation and transgender identity, November 2020
    • Political affiliation also impacts how welcome people feel within the LGBTQ+ community
      • Figure 31: Outlook on LGBTQ+ community, by political affiliation, November 2020
      • Figure 32: Political devotion, by political affiliation, November 2020
  12. Future Outlook

    • LGBTQ+ adults are split on the future of LGBTQ+ rights
      • Figure 33: Future of LGBTQ+ rights, November 2020
      • Figure 34: Future of LGBTQ+ rights, November 2020
    • Transgender rights and raising awareness of sexual minorities are top social concerns
      • Figure 35: Social concerns, by sexual orientation and transgender identity, November 2020
    • LGBTQ+ adults feel the Black Lives Matter movement aligns with community values
      • Figure 36: Black Lives Matter alignment, by sexual orientation and transgender identity, November 2020
  13. Companies and Brands – Key Takeaways

    • Appealing to LGBTQ+ consumers through Identity and Rights
  14. Mintel Trend Drivers

    • Identity
      • Figure 37: Mintel Trend Driver: Identity
    • Rights
      • Figure 38: Mintel Trend Driver: Rights
  15. Competitive Strategies

    • Strategy: an intersectional approach
    • Bumble shifts perspective for Pride
    • Google honors intersectional activist icon, Marsha P. Johnson
      • Figure 39: Google Doodle celebrates Marsha P. Johnson
    • Strategy: recognize chosen families
    • Ritz Crackers’ “Where there’s love, there’s family” campaign
      • Figure 40: Ritz’s “Where there’s love, there’s family,” November 4, 2020
    • Etsy’s “Gift Like You Mean It”
      • Figure 41: Gift Like You Mean It: New Guy | Etsy, October 2020
    • Strategy: meet the unique needs of the LGBTQ+ community
    • Daylight addresses financial challenges
    • Spectrum Outfitters offers fashion made by trans individuals for trans individuals
      • Figure 42: Customer feedback for Spectrum Outfitters
  16. Appendix – Data Sources and Abbreviations

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

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