Table of Contents
Executive Summary
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- Target audience overview
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- Figure 1: Estimated adult LGBTQ+ population across the US
- Top takeaways
- The diversity and intersectionality of the LGBTQ+ population
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- Figure 2: US LGBTQ+ population by race/ethnicity and socioeconomic factors, 2017
- Figure 3: LGBTQ+ community, by sexual orientation and transgender identification, November 2019
- LGBTQ+ acceptance and inclusivity
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- Figure 4: LGBTQ+ community, outlook on LGBTQ+ equality, November 2019
- Figure 5: LGBTQ+ community, satisfaction in LGBTQ+ representation – by generation, by marital status, November 2019
- Pride marketing and LGBTQ+ representation
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- Figure 6: LGBTQ+ community, outlook on brands, November 2019
- Figure 7: Non-LGBTQ+ outlook on Pride marketing, by gender, by race and ethnicity, November 2019
- What this means and what’s next
- Demonstrating authentic LGBTQ+ support
What You Need to Know
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- There’s a lack of data on the LGBTQ+ population
- It’s crucial to acknowledge the diversity and intersectionality of the LGBTQ+ community
- Concerns and challenges LGBTQ+ adults face
- An advantageous audience for media and technology
Target Audience
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- LGBTQ+ US Population: Growing yet still uncounted
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- Figure 8: Estimated adult LGBTQ+ population across the US
- Younger generations are more comfortable embracing LGBTQ+ identity
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- Figure 9: Age distribution of US LGBT population, 2017
- Social and economic disparity is evident throughout the LGBTQ+ community
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- Figure 10: Demographic characteristics of US LGBTQ+ population, 2017
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- Figure 11: Socioeconomic indicators among US LGBT population, 2017
- The diverse identities included under the LGBTQ+ umbrella
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- Figure 12: LGBTQ+ community, sexual orientation, November 2019
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- Figure 13: LGBTQ+ community, transgender identification, November 2019
- Non-traditional households of LGBTQ+
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- Figure 14: LGBTQ+ community, by location, by primary residence, November 2019
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- Figure 15: LGBTQ+ Community household makeup, November 2019
- Dating challenges for LGBTQ+
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- Figure 16: LGBTQ+ Community marital status, November 2019
- Financial concerns and spending among LGBTQ+
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- Figure 17: LGBTQ+ community financial outlook, November 2019
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- Figure 18: LGBTQ+ community spending habits – leisure and entertainment, November 2019
- In their own words: What LGBTQ+ Pride represents
The Consumer – What You Need to Know
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- LGBTQ+ acceptance and support has progressed but can still improve
- Rainbow-washing has LGBTQ+ consumers questioning brands’ genuineness
- LGBTQ+ representation in media still falls short of expectations
Perceptions of LGBTQ+ Equality and Inclusion
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- Equality has advanced but there’s still room to improve
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- Figure 19: LGBTQ+ community, outlook on LGBTQ+ equality, November 2019
- Fewer than half LGBTQ+ adults feel included in their local community
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- Figure 20: LGBTQ+ community, satisfaction in LGBTQ+ representation – by age, by marital status, by location, November 2019
- Influencer Spotlight: Dwayne Wade
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- Figure 21: Dwayne Wade and family publicly introduce and support transgender daughter, Zaya | February 2020
- There is higher satisfaction with workplace inclusivity, but is still lower for those younger and unmarried
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- Figure 22: LGBTQ+ community, satisfaction in LGBTQ+ representation – by age, by marital status, November 2019
- Brand Spotlight: T-Mobile
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- Figure 23: T-Mobile #beyou promise | November 2019
- Brand Spotlight: Intuit
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- Figure 24: Intuit hosts its inaugural workplace Trans Summit | February 2020
Pride Marketing and Brand Representation
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- Pride marketing or rainbow-washing?
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- Figure 25: Kind’s limited-edition Pride Month bar
- Figure 26: LGBTQ+ community, outlook on brands, November 2019
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- Figure 27: LGBTQ+ community, brand expectations, November 2019
- The non-LGBTQ+ population’s outlook on Pride marketing
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- Figure 28: Non-LGBTQ+ outlook on Pride marketing, by gender, by ethnicity and Hispanic origin, November 2019
- In their own words: Advice to brands on LGBTQ+ inclusivity
- Brand Spotlight: Absolut Vodka
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- Figure 29: Absolut Vodka celebrates bisexual visibility day, September 2019
- Gen Z and unmarried LGBTQ+ adults are less satisfied with brands’ representation
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- Figure 30: LGBTQ+ community, satisfaction in LGBTQ+ representation – by age and marital status, November 2019
Perceptions of LGBTQ+ Representation in Media
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- LGBTQ+ character representation is advancing, but still lacking
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- Figure 31: LGBTQ+ community, outlook on media, by transgender identification, November 2019
- Non-LGBTQ+ adults are viewing inclusive media too
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- Figure 32: Non-LGBTQ+ outlook on inclusive media, by gender, by age, and by political affiliation, November 2019
- Streaming services beat out traditional TV on representation
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- Figure 33: LGBTQ+ community, satisfaction in LGBTQ+ representation – by age and marital status, November 2019
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- Figure 34: Netflix’s farewell to socially inclusive series, BoJack Horeseman, February 2020
- News media consumption
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- Figure 35: LGBTQ+ community, media sources, November 2019
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- Figure 36: LGBTQ+ community, satisfaction in LGBTQ+ representation – news media, November 2019
Mintel Trends Drivers: Identity
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- What’s Happening Now
- LGBTQ+ politicians demonstrate the rise in acceptance – and the prejudice that still exists
- LGBTQ+ celebrities and influencers driving awareness and acceptance further
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- Figure 37: Billy Porter challenging traditional definitions of masculinity, March 2019
- Figure 38: Johnathan Van Ness shares his story in hopes of ending homophobia and HIV stigma
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- Figure 39: NikkieTutorial’s coming out video, January 2020
- Brands empowering consumers to embrace their true identity
- Starbucks welcoming all and encouraging transgender visibility
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- Figure 40: Starbucks UK’s #whatsyourname campaign
- BMO Harris modernizing financial services for a non-binary world
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- Figure 41: BMO Harris Bank’s True Name initiative
- What’s Happening Next
- Public policy catching up to expansive self-identification
- Ways brands can support the LGBTQ+ community into the future
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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