Understand and Embrace LGBTQ+ Consumer Passion Points

Passion Points are the activities that get people excited. They are the “things” Americans prioritize when spending their time, money, and attention. In other words, Passion Points are concrete expressions of culture.

Collage Group’s coverage of Passion Points includes in-depth analysis across eight key areas of American consumers’ lives. This is the stuff Americans get fired up about and the places in which they invest their time and money. So, it’s an effective place for brands to both extend reach and deepen connection with America’s multicultural consumers. These activations can vary, from authentic creative and brand positioning to partnerships and sponsorships. In all cases, Passion Points provide critical insights for understanding which activations will be most successful.

Key LGBTQ+ Insight #1: Food Is for Socializing

LGBTQ+ Americans love to share their food experience (IRL and online) with other people.

Context:

LGBTQ+ Americans are more likely to value being hospitable and congenial with others. They’re also more likely to “consider someone ‘family’ if we are really close, even if we’re not related.” So, sharing experiences with others is a central part of their daily lives.

The LGBTQ+ segment also skews young, so social media and digital communications are second nature. That extends to using those mediums to consume and share pictures, videos, and information about food and meals.

Action Step:

• Celebrate meals. When representing LGBTQ+ Americans and their food experiences, remember to highlight the social aspects of making food and eating together.
• Feed LGBTQ+ Americans’ feeds with digital food content. Recipes, inspiration, influencers, and food events are all of interest for these “foodies.”

Key LGBTQ+ Insight #2: LGBTQ+ Travelers Seek Adventure

LGBTQ+ Americans of all ages and younger non-LGBTQ+ Americans enjoy getting out of their comfort zone when they travel.

Context:

While finding travel locations welcoming of LGBTQ+ travelers is important, LGBTQ+ Americans also love to explore new cultures and enjoy new experiences. They’re unique Group Trait of Worldly highlights their penchant to be open-minded, cosmopolitan and experiential.

Action Step:

Emphasize new and the exciting travel opportunities for LGBTQ+ Americans. The world is big and interesting; Help them discover it.

Key LGBTQ+ Insight #3: Video Game Fandom Provides Community for the LGBTQ+ Segment

Younger LGBTQ+ Americans uniquely love video games and see them as a vehicle for self-expression and socializing.

Context:

LGBTQ+ Americans are more likely than others to value being unique and creative. The segment also prioritizes happiness and fun in their lives. It’s no doubt, then, why LGBTQ+ consumers would flock to video games as a way of enjoying life and creative storytelling. All the better to experience it with friends. 

Action Step:

Emphasize the social dynamic of video games and celebrate the expressive possibility of joining others in playing your favorite game.

Key LGBTQ+ Insight #4: LGBTQ+ People Are Social Sports Fans

LGBTQ+ Americans may be less interested in following sports, in general, but they are more likely than others to host sports-viewing parties and go to sports bars to watch games with other people.

Context:

As a segment, LGBTQ+ Americans value being hospitable and congenial higher than other Americans. They also are more likely to say they consider someone “family” if they’re close, but not actually related.

Connecting with others is a deep priority for this segment and sports and fitness is a key way many LGBTQ+ Americans choose to build relationships with others.

Action Step:

Emphasize the social aspects of fandom when engaging LGBTQ+ Americans. It’s not so much about the teams or the players, it’s about the fans.

This blog includes a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock full access to our Cultural Intelligence Engine.