LGBTQIA+ Market Research

LGBTQIA+ consumers prioritize 'LGBTQIA+ equality' and wield significant influence and growing impact, particularly among younger generations

The LGBTQIA+ community in the U.S. represents a significant demographic, comprising 7.2% of the adult population and wielding substantial economic influence with a collective spending power of $917 billion. Notably, this demographic's influence is even more pronounced among younger generations, with 10.5% of Millennials and 20.8% of Gen Z identifying as a member of the LGBTQIA+ community.

While many U.S. consumers associate diversity and inclusion with 'racial equality,' 70% of LGBTQIA+ consumers emphasize 'LGBTQIA+ equality.' Just over 40% say they have boycotted a brand or company because of their stance on LGBTQIA+ issues. As societal acceptance of the LGBTQIA+ community grows and their visibility in media and public life increases, we can expect to see continued growth in influence and economic power.