The LGBTQIA+ community is an increasingly large community that is unlike any other conventional culture heritage model. An average of only 41% openly LGBTQIA+ consumers tell us that they feel brands understand them, yet 56% agree that it is important that advertising makes them feel understood by brands. With Pride Month in full swing, we want to dive into the nuances of how this community is impacted by advertising, and what brands can do for them this month and year round.
My Code Intelligence Center’s 2023 LGBTQIA+ Consumer Fact Pack was created with the purpose of providing marketers with key data points and insights that help them understand why and how to develop resonant strategic media and dynamic and impactful creative content tailored for the LGBTQIA+ community. The U.S. openly LGBTQIA+ community is a growing and highly nuanced part of the population, and they are more motivated when they feel understood and represented by brands. Here’s what the study shows:
SIGNIFICANTLY UNDERESTIMATED & PUBLICLY GROWING
The LGBTQIA+ community is larger than we can estimate and does not fit into conventional cultural heritage models. Unlike most demographic groups, it is difficult to quantify this population because identifying as a community member is highly personal and can be a complex and sensitive matter, and publicly identifying as a community member is at the discretion of every individual.
However, there are some official statistics that we know – the LGBTQIA+ community is growing in size, and numbers of people publicly identifying as LGBTQIA+ and feel comfortable identifying as such are continuing to increase.
HIGH PURCHASING POWER & INTERNET USAGE MOMENTUM
Openly LGBTQIA+ households are 24% less likely to earn over $100K, but their purchasing power is significant – in fact, same-sex married couples’ median income ($107K) is, on average, more than 10% higher than opposite-sex couples ($97K).
The LGBTQIA+ community also plays a significant role in driving internet usage, with 98% of adults using the internet at least once a day, with men’s internet usage momentum in particular significantly outpacing the national average. Mobile phones and computers take the lead in the most used internet access devices, whether it’s for social media, gaming, podcasts, or online videos. 72% of the LGBTQIA+ community also believes online racial hate remains a serious concern.
FEELING UNDERSTOOD & REPRESENTED BY BRANDS
Despite their high internet usage and purchasing power, less than half (only 41% on average) of openly LGBTQIA+ consumers tell us that they feel brands understand them. Yet 56% of openly LGBTQIA+ consumers feel that it is important that advertising makes them feel understood by brands. When these consumers feel understood by brands, there is a greater potential to positively influence purchase behaviors and consideration. To motivate these behaviors, brands must implement the following into their advertisements:
- Culturally relevant advertisements that leave openly LGBTQIA+ consumers feeling understood by brands have the greatest potential to positively impact purchase behaviors.
- Advertising that illustrates a clear stance on social issues or causes bolsters perceptions that brands understand openly LGBTQIA+ audiences, but requires relatable and realistic representation
- Well-rounded LGBTQIA+ portrayals that challenge stereotypes and depict diversity as a part of mainstream culture
HOW BRANDS CAN TAKE ACTION
- Make meaningful connections with the LGBTQIA+ community
- Emphasis on openly LGBTQIA+
- Say “NO” to tropes & stereotypes
- You don’t know what you don’t know
- Cultural relevance starts from within
- Commit to championing the LGBTQIA+ community
Download the full 2023 LGBTQIA+ Consumer Fact Pack now to equip your team with the key data and gain a core understanding of how to effectively generate programs, strategies, and campaigns that are more likely to have an impact on LGBTQIA+ audiences.