Data Drop: 4 Charts on the LGBTQ+ Consumer

Report by Jennifer Pearson  | UPDATED: Sep 6, 2024
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Data Drop: 4 Charts on the LGBTQ+ Consumer
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Table of Contents
Nearly a Quarter of Gen Z Identifies as LGBTQ+
Short Video, Gaming, and Music Streaming Stand Out in Media Usage
To the LGBTQ+ Consumer, Messages Matter More Than Ever
Satisfaction With Those Messages Is Mixed
Media Gallery
About This Report
The US LGBTQ+ community is young, diverse, and growing. In four charts, we explain the demographic makeup, buying preferences, and media usage of this rising community.
Topics
LGBTQ+
US
Table of Contents
Nearly a Quarter of Gen Z Identifies as LGBTQ+
Short Video, Gaming, and Music Streaming Stand Out in Media Usage
To the LGBTQ+ Consumer, Messages Matter More Than Ever
Satisfaction With Those Messages Is Mixed
Media Gallery

June marks the beginning of Pride Month in a volatile environment for the LGBTQ+ community. News headlines on transgender care legislation are ongoing, and brands like Bud Light, The North Face, and Target are under scrutiny for their LGBTQ+ marketing and subsequent messaging. Volatility or not, LGBTQ+ consumers continue to be a growing segment of the population—significantly so among Gen Z.

Nearly a Quarter of Gen Z Identifies as LGBTQ+

  • According to 2022 Gallup data, close to 20% of Gen Z adults identify as lesbian, gay, bisexual, transgender, or something other than heterosexual. To put that into perspective, that’s nearly twice as high as millennials (11.2%) and significantly higher than the total US population (7.2%).
  • Same-sex couples make up about 1% of married and over 5% of cohabiting households, per the 2021 US Census American Community Survey (ACS).
  • These households skew more diverse: Close to a third (32.5%) of same-sex couple households were couples of different races, versus 18.4% of married opposite-sex couple households, per the ACS.
US LGBT+ Adults, by Generation, 2022 (% of respondents in each group)
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Table of Contents

  1. Nearly a Quarter of Gen Z Identifies as LGBTQ+
  2. Short Video, Gaming, and Music Streaming Stand Out in Media Usage
  1. To the LGBTQ+ Consumer, Messages Matter More Than Ever
  2. Satisfaction With Those Messages Is Mixed
  1. Media Gallery

Charts in This Report

US LGBT+ Adults, by Generation, 2022 (% of respondents in each group)Types of Media Consumed Daily by US LGBTQ+ Adults, by Age, Aug 2022 (% of respondents in each group)
US Gen Z and Non-Gen Z LGBTQ+ Consumers Who Are More Likely to Buy Products/Services With Select Advertising Messages, Sep 2022 (% of respondents)US Adults Who Are Satisfied With Their Sexuality and Gender Portrayed in Advertising, by LGBTQ+ Identity, Sep 2022 (% of respondents)

First Published on Jun 1, 2023

authors

Jennifer Pearson