At first glance, the initials of the LGBTQ+ community appear to emphasize the diversity. Each initial does represent a unique identity and subculture within the 20 million strong community, 8% of the American population. Yet LGBTQ+ Americans share a strong sense of community and belonging.
Many share similar experiences and stories. Collective social markers are important including:
- specific colors and patterns
- movies, music and theatre
- pop icons
Recognizing this culture rewards brands as at least 70% of LGBTQ+ consumers
- trust brands that represent varied sexual orientations with authenticity;
- will pay a premium for products from brands supporting their community.
Deepen your understanding of this community’s values and value with the free Ebony Marketing Systems Quick Guide: Marketing to LGBTQ+
Specific questions about LGBTQ+ research? EMS is ready to give you answers.
