Essentials of LGBTQ+ Consumers

LGBTQ+ Americans are a large and growing United States consumer segment in terms of population and visibility. They’re also very diverse, since LGBTQ+ people can (and do) come from every walk of life. Their racial and ethnic breakdown largely mirrors that of the general population, and while the segment does lean young overall, Americans of every age identify as LGBTQ+. Within the segment there is a great amount of diversity given the infinite sexual and gender identities encompassed under the umbrella of “LGBTQ+.”

The LGBTQ+ segment is a complex, multifaceted group that’s often ignored or misrepresented in advertising. In fact, more than six in ten LGBTQ+ consumers are not satisfied with how people of their sexuality are portrayed in advertising. But representation alone is not enough to prove that your brand cares about the LGBTQ+ community.

Brands today must understand LGBTQ+ people on a multitude of levels—from their demographics to how they identify and even what they value—to effectively understand and engage them.

Collage Group’s Essentials of LGBTQ+ Consumers explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with the LGBTQ+ community.

Discover a few key insights and action steps:

Key Finding #1: Demographics & Segment Context

The LGBTQ+ segment is large and growing – with current estimates ranging from 20 to 30 million Americans, the population has nearly doubled in the past 10 years.

Context:

The U.S. Census Bureau does not currently ask respondents their sexuality or gender identity in the official Census or American Community Survey. As a result, researchers rely on sources like Gallup and the new Household Pulse Survey for population data, with all these sources giving different estimates.

Action Step:

Do not ignore the LGBTQ+ segment and plan for its likely growth. Develop a strategy or grow your current efforts to connect with the segment through outreach and marketing.

Key Finding #2: Identity

LGBTQ+ Americans support brands that are committed to supporting their community and other diverse segments. They are also more likely than others to say that their gender and sexuality have become increasingly important parts of their identities in recent years.

Context:

Since LGBTQ+ people can come from any background, they want to see all the intersections of their identity addressed by your brand’s efforts.

Action Step:

To win over LGBTQ+ people, brands should demonstrate support for marginalized communities. Brands should also support social causes LGBTQ+ consumers care about.

Key Finding #3: LGBTQ+ Group Traits

There are four unique Group Traits important to understanding LGBTQ+ Americans: Proud, Empathetic, Communal, and Worldly.

Action Step:

Utilize the Group Traits as ways to connect with LGBTQ+ Americans authentically. For example, to activate on Empathetic, demonstrate how your brand takes social action to improve the lives of marginalized communities.

Contact us to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.