The news: As Pride Month kicks off, recent studies reveal a steady increase in global LGBTQ+ identification and visibility, with a noticeable generational divide.
Identification: A new Ipsos study shows stronger LGBTQ+ identification in younger generations.
Generational differences: 18% of Generation Z and 4% of baby boomers identified as LGBTQ+ (Ipsos); in the US, 16% of Gen Zers and 15% of millennials identify as LGBTQ+, compared with 8% of Gen Xers and 2% of boomers.
Why it matters: These trends signify evolving societal norms that directly affect consumer behavior and market strategies: As LBGTQ+ self-identification within grows, it strengthens a potent consumer demographic bloc that values representation and authenticity—the latter being an area where many brands fall short.
Our take: The marketing and advertising industry must understand and cater to these evolving consumer identities; with up to 9% of adults globally and 10% in the US identifying as LGBTQ+, inclusive and diverse representation becomes a business imperative.