Gain Brand Momentum through LGBTQ+ Passion Points

Passion Points are the activities and areas of life that consumers prioritize when spending their time, money, and attention. In other words, Passion Points are tangible expressions of culture. This is the stuff Americans get fired up!

Do you know how these interests are evolving for American consumers across sexual identities? And is your brand activating on these interests to fuel Brand Love and revenue growth?

To help our members ignite business growth among LGBTQ+ consumers, we unveiled updated reports that include in-depth analysis across several key areas. Our latest report delves deep into three key Passion Points:

Video Games, Travel, and Fashion.

This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.

The Big Picture:

• LGBTQ+ Americans shape culture via Passion Points. They put a unique spin on universally beloved activities to meet their community’s need for authentic self-expression. This creativity influences how others express their Passion Points, inspiring new cultural trends and societal norms.
• Community unlocks joy and authenticity. This segment deliberately carves out communal spaces where everyone can be authentic and joyful. In newer environments, such as gaming, LGBTQ+ people lean on Found Family to assert their presence as they’ve done in the worlds of fashion or food.

Key Insight #1: Video Games

Video games offer comfort, safety, and freedom of expression. Games can be a safe space to explore their identity and bond with others. LGBTQ+ gamers favor family-friendly, customizable environments over competitive settings that often amplify bias.

Do This:

• Partner with platforms that foster safe spaces for LGBTQ+ gamers of all ages to leverage positive brand Memories.

Key Insight #2: Travel

For LGBTQ+ people, travel must balance discovery and safety. As LGBTQ+ travelers roam the culturally rich (but often hostile) world, they anchor in their inner strength and the perseverance of their Found Family. Additional safety considerations for this community warrant meticulous research or even behavior changes.

Do This:

• Emphasize inclusive, safe experiences that facilitate free exploration and the ability to live authentically: whether abroad or at home.

Key Insight 3: Fashion

Fashion showcases the community’s trend-setting power. Fashion is LGBTQ+ Americans’ true love. They sport both unique and practical styles, making bold choices to subvert and change established norms, express themselves, and build community.

Do This:

• Position your brand as a stage for expressing the infinite intersectional identities to secure and maintain Relevance.
• Keep in step with cultural trends to maintain Momentum.

Interested in more? Contact us for additional studies on how to connect with today’s consumers, and to learn how to make your brand a winner with high-growth segments.