In an era where diversity and inclusion are more important than ever in attracting consumers, brands are learning they have to do the work toward being better long-term allies, especially if they want their messages to be well-received. Here are 10 stats you probably didn’t know about LGBTQ+ consumers and targeted ads.
- By 2004, it was estimated that over 35% of the top 100 companies in the U.S. has at some point or another directly targeted the Gay and Lesbian community with advertisements (Commercial Closet Association, 2010).
- According to a 2012 survey, gay consumers reported annual household incomes around $61,500, significantly higher than the national median of just over $50,000 (Prudential).
- Gay men (64%) and Lesbians (65%) agreed that when they find a brand they like, they are likely to make a point of telling their friends about it. That’s well above the average of all U.S. consumers (Community Marketing, Inc., July 2012).
- Research shows that 60% of the general population believe it is important that people of different genders are accurately portrayed in advertising. Even more – 66% – feel the same of sexual orientation (PrideAM).
- 61% of respondents who view LGBTQ+ themed ads perceived the brands as “caring,” while 52% of those who viewed generic-themed ads also viewed the brand as caring (Hornet, October 2017).
- In May 2017, 61% of responding LGBTQ+ consumers from the U.S. believed their lives were not sufficiently represented in advertising, as compared to 51% of general public respondents who said the same (YouGov, June 2017).
- 85% of surveyed LGBTQ+ community members agreed with the following statement: “Corporations that support the LGBTQ+ community are more important than ever” (Community Marketing, Inc., July 2019).
- 76% of surveyed LGBTQ+ community members say businesses that support and market to the LGBTQ+ community will get more of their business in the upcoming year (Community Marketing, Inc., July 2019).
- Nearly 8 in 10 self-identified LGBTQ+ viewers said that brands are doing a better job today than five years ago at representing LGBTQ+ people in their ads (Google Survey, May 2017).
- More than 75% of LGBTQ+ adults and their friends, family, and relatives say they would switch to brands that are known to be LGBTQ+ friendly (National Gay and Lesbian Chamber of Commerce, January 2018).
