GITNUX REPORT 2024

Study Reveals Impactful LGBT Marketing Statistics on Brand Loyalty

Unlocking the $917 billion market: How brands can thrive with strategic LGBT marketing tactics.

Author: Jannik Lindner

First published: 7/17/2024

Statistic 1

LGBT-inclusive advertising can increase purchase intent by up to 40% among non-LGBTQ+ consumers.

Statistic 2

61% of LGBTQ+ individuals don't believe they are represented fairly in advertising.

Statistic 3

4 in 10 LGBT adults are more likely to consider a brand that is LGBT-friendly.

Statistic 4

72% of LGBT shoppers are more likely to remain loyal to a brand they believe is LGBT-inclusive.

Statistic 5

78% of LGBTQ+ adults are likely to consider a brand that supports equality and LGBTQ+ rights.

Statistic 6

LGBT consumers are 1.3 times more likely to engage with brands that deliver personalized service.

Statistic 7

71% of LGBTQ+ individuals are willing to pay a premium for products from companies that support the LGBTQ+ community.

Statistic 8

46% of LGBT adults are more likely to have a positive image of companies that feature LGBT people in their advertising.

Statistic 9

Over 50% of LGBT adults report that LGBT representation in marketing positively impacts their level of loyalty to a brand.

Statistic 10

66% of LGBTQ+ individuals are more likely to recommend a brand to others if it is seen as LGBTQ-friendly.

Statistic 11

60% of LGBTQ+ individuals feel more favorable toward companies that include LGBTQ+ people in their advertising.

Statistic 12

LGBTQ+ consumers are 1.7 times more likely to engage with a brand's social media post if the content aligns with their views.

Statistic 13

64% of LGBTQ+ individuals want to see more LGBTQ+ people in advertising.

Statistic 14

83% of LGBTQ+ individuals feel that companies should actively engage in LGBTQ+ causes.

Statistic 15

58% of LGBTQ+ individuals are more likely to purchase a product if it is from a company that supports LGBTQ+ equality.

Statistic 16

LGBTQ+ individuals are more likely to engage with brands that show portrayals of diverse LGBTQ+ individuals and families.

Statistic 17

70% of LGBTQ+ individuals believe brands should actively support causes that benefit the LGBTQ+ community.

Statistic 18

86% of LGBTQ+ adults are more likely to do business with companies that are supportive of LGBTQ+ equality.

Statistic 19

Over 60% of LGBTQ+ individuals prefer to buy products from companies with positive LGBTQ+ workplace policies.

Statistic 20

76% of LGBTQ+ adults believe it's important for companies to have LGBTQ+ inclusive policies.

Statistic 21

67% of LGBTQ+ individuals are more likely to engage with brands with LGBTQ+ inclusive advertising.

Statistic 22

53% of LGBTQ+ consumers are likely to buy from companies that are inclusive in their marketing.

Statistic 23

70% of LGBTQ+ individuals prefer brands that reflect the diversity of the LGBTQ+ community in their marketing.

Statistic 24

58% of LGBTQ+ consumers are more likely to buy from companies that positively represent the LGBTQ+ community.

Statistic 25

72% of LGBTQ+ individuals believe brands should promote fair and accurate LGBTQ+ portrayals in marketing.

Statistic 26

76% of LGBTQ+ consumers prefer to buy from companies that actively support LGBTQ+ causes.

Statistic 27

LGBTQ+ individuals are 1.6 times more likely to shop at businesses with LGBTQ+ inclusive marketing.

Statistic 28

33% of LGBTQ+ consumers have switched brands due to a perceived lack of LGBTQ+ inclusivity in marketing.

Statistic 29

LGBTQ+ individuals are 1.6 times more likely to engage with brands that have LGBTQ+ inclusive advertising.

Statistic 30

79% of LGBTQ+ consumers believe brands should authentically represent the diversity of the LGBTQ+ community.

Statistic 31

48% of LGBTQ+ individuals have recommended a brand because of its positive representation of LGBTQ+ people in marketing.

Statistic 32

84% of LGBTQ+ consumers are more likely to buy from brands that have authentic LGBTQ+ representation.

Statistic 33

62% of LGBTQ+ individuals believe brands should take a stand on LGBTQ+ equality issues.

Statistic 34

56% of LGBTQ+ consumers have made a purchase because a brand supported a cause important to them.

Statistic 35

Nearly 77% of LGBTQ+ adults are more likely to purchase products from companies with LGBTQ+ inclusive advertising.

Statistic 36

50% of LGBTQ+ consumers are more likely to become repeat customers if a brand supports LGBTQ+ rights.

Statistic 37

65% of LGBTQ+ individuals say they are more likely to purchase products from companies with gender-neutral advertising.

Statistic 38

84% of LGBTQ+ buyers want to see LGBTQ+ representation in advertising that reflects the diversity of the community.

Statistic 39

Brands perceived to be LGBTQ+-friendly can see up to a 25% increase in buying intent from LGBTQ+ consumers.

Statistic 40

Nearly 70% of LGBTQ+ individuals feel that brands should prioritize diversity and inclusion in their marketing.

Statistic 41

LGBTQ+ consumers are 1.5 times more likely than heterosexual consumers to both holiday outside of their country and stay in hotels during their travels.

Statistic 42

38% of LGBTQ+ consumers say they are more likely to trust brands that include LGBTQ+ individuals in their advertisements.

Statistic 43

72% of LGBTQ+ individuals are more likely to engage with ads that feature people like themselves.

Statistic 44

77% of LGBTQ+ consumers are more likely to engage with marketing materials that are relevant to their sexual orientation or identity.

Statistic 45

LGBTQ+ individuals are 2.7 times more likely to have high expectations of brands to commit to diversity and inclusion.

Statistic 46

61% of LGBTQ+ individuals are more likely to trust brands that actively promote LGBTQ+ causes.

Statistic 47

Brands that are seen as LGBTQ+-friendly can witness a 29% increase in LGBTQ+ shopper loyalty.

Statistic 48

80% of LGBTQ+ customers believe that companies should authentically represent LGBTQ+ people in their marketing.

Statistic 49

Nearly 45% of LGBTQ+ individuals say they would stay loyal to a brand if it actively supports LGBTQ+ organizations.

Statistic 50

53% of LGBTQ+ individuals are more likely to be loyal to a brand that consistently represents LGBTQ+ individuals in its marketing materials.

Statistic 51

The total purchasing power of the U.S. LGBT adult population is estimated to be over $917 billion.

Statistic 52

The LGBTQ+ community spends an estimated $64 billion on travel each year.

Statistic 53

The LGBTQ+ consumer market is estimated to have a combined buying power of over $3.7 trillion worldwide.

Statistic 54

LGBT households in the U.S. spend an estimated $1.1 billion on pet products annually.

Statistic 55

LGBTQ+ households spend an estimated $100 billion on food each year in the U.S.

Statistic 56

The LGBTQ+ travel market is estimated to be worth over $211 billion globally.

Statistic 57

LGBTQ+ households in the U.S. spend an estimated $116 billion on apparel and services annually.

Statistic 58

The LGBTQ+ community represents an estimated $3.7 trillion in global spending power.

Statistic 59

The LGBTQ+ community has a higher than average disposable income, leading to significant purchasing power in sectors such as luxury goods and travel.

Statistic 60

55% of LGBTQ+ individuals have recommended a brand because they felt the company supported LGBTQ+ equality.

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Summary

  • 4 in 10 LGBT adults are more likely to consider a brand that is LGBT-friendly.
  • The total purchasing power of the U.S. LGBT adult population is estimated to be over $917 billion.
  • 72% of LGBT shoppers are more likely to remain loyal to a brand they believe is LGBT-inclusive.
  • 78% of LGBTQ+ adults are likely to consider a brand that supports equality and LGBTQ+ rights.
  • LGBT consumers are 1.3 times more likely to engage with brands that deliver personalized service.
  • 61% of LGBTQ+ individuals don't believe they are represented fairly in advertising.
  • 71% of LGBTQ+ individuals are willing to pay a premium for products from companies that support the LGBTQ+ community.
  • 46% of LGBT adults are more likely to have a positive image of companies that feature LGBT people in their advertising.
  • LGBT-inclusive advertising can increase purchase intent by up to 40% among non-LGBTQ+ consumers.
  • Over 50% of LGBT adults report that LGBT representation in marketing positively impacts their level of loyalty to a brand.
  • The LGBTQ+ community spends an estimated $64 billion on travel each year.
  • 66% of LGBTQ+ individuals are more likely to recommend a brand to others if it is seen as LGBTQ-friendly.
  • 60% of LGBTQ+ individuals feel more favorable toward companies that include LGBTQ+ people in their advertising.
  • LGBTQ+ consumers are 1.7 times more likely to engage with a brand's social media post if the content aligns with their views.
  • 64% of LGBTQ+ individuals want to see more LGBTQ+ people in advertising.

Move over rainbow flags, theres a new power player in town! With a combined buying power of over $917 billion, the LGBTQ+ community is not just a niche market - theyre a marketing force to be reckoned with. From preferring brands that embrace diversity to shelling out more for products that align with their values, these statistics show that being LGBT-friendly isnt just the right thing to do, its the profitable thing to do. So, grab your glitter and get ready to dive into the colorful world of LGBT marketing!

Advertising Impact

  • LGBT-inclusive advertising can increase purchase intent by up to 40% among non-LGBTQ+ consumers.

Interpretation

In a world where rainbows are the new gold, it seems that embracing diversity isn't just a feel-good move—it's also a smart business strategy. The rainbow flag may not hold the secret to eternal youth, but it does seem to unlock wallets, with non-LGBTQ+ consumers showing a 40% increase in purchase intent when exposed to LGBTQ+-inclusive advertising. So, whether you're in it for love, profit, or just aiming to spice up your marketing campaign, remember: inclusivity pays off in more ways than one.

Brand Perception

  • 61% of LGBTQ+ individuals don't believe they are represented fairly in advertising.

Interpretation

Despite the colorful and diverse spectrum of the LGBTQ+ community, a whopping 61% believe that advertisers are still stuck in black and white when it comes to representing them. It seems like brands are in need of a rainbow-colored wake-up call to realize that inclusivity isn't just a trend – it's a must for authenticity and connection with their audience. Time to turn up the volume on diversity, because it's clear that the LGBTQ+ community is louder than ever and demands to be seen and heard in all the technicolor glory they deserve.

Consumer Behavior

  • 4 in 10 LGBT adults are more likely to consider a brand that is LGBT-friendly.
  • 72% of LGBT shoppers are more likely to remain loyal to a brand they believe is LGBT-inclusive.
  • 78% of LGBTQ+ adults are likely to consider a brand that supports equality and LGBTQ+ rights.
  • LGBT consumers are 1.3 times more likely to engage with brands that deliver personalized service.
  • 71% of LGBTQ+ individuals are willing to pay a premium for products from companies that support the LGBTQ+ community.
  • 46% of LGBT adults are more likely to have a positive image of companies that feature LGBT people in their advertising.
  • Over 50% of LGBT adults report that LGBT representation in marketing positively impacts their level of loyalty to a brand.
  • 66% of LGBTQ+ individuals are more likely to recommend a brand to others if it is seen as LGBTQ-friendly.
  • 60% of LGBTQ+ individuals feel more favorable toward companies that include LGBTQ+ people in their advertising.
  • LGBTQ+ consumers are 1.7 times more likely to engage with a brand's social media post if the content aligns with their views.
  • 64% of LGBTQ+ individuals want to see more LGBTQ+ people in advertising.
  • 83% of LGBTQ+ individuals feel that companies should actively engage in LGBTQ+ causes.
  • 58% of LGBTQ+ individuals are more likely to purchase a product if it is from a company that supports LGBTQ+ equality.
  • LGBTQ+ individuals are more likely to engage with brands that show portrayals of diverse LGBTQ+ individuals and families.
  • 70% of LGBTQ+ individuals believe brands should actively support causes that benefit the LGBTQ+ community.
  • 86% of LGBTQ+ adults are more likely to do business with companies that are supportive of LGBTQ+ equality.
  • Over 60% of LGBTQ+ individuals prefer to buy products from companies with positive LGBTQ+ workplace policies.
  • 76% of LGBTQ+ adults believe it's important for companies to have LGBTQ+ inclusive policies.
  • 67% of LGBTQ+ individuals are more likely to engage with brands with LGBTQ+ inclusive advertising.
  • 53% of LGBTQ+ consumers are likely to buy from companies that are inclusive in their marketing.
  • 70% of LGBTQ+ individuals prefer brands that reflect the diversity of the LGBTQ+ community in their marketing.
  • 58% of LGBTQ+ consumers are more likely to buy from companies that positively represent the LGBTQ+ community.
  • 72% of LGBTQ+ individuals believe brands should promote fair and accurate LGBTQ+ portrayals in marketing.
  • 76% of LGBTQ+ consumers prefer to buy from companies that actively support LGBTQ+ causes.
  • LGBTQ+ individuals are 1.6 times more likely to shop at businesses with LGBTQ+ inclusive marketing.
  • 33% of LGBTQ+ consumers have switched brands due to a perceived lack of LGBTQ+ inclusivity in marketing.
  • LGBTQ+ individuals are 1.6 times more likely to engage with brands that have LGBTQ+ inclusive advertising.
  • 79% of LGBTQ+ consumers believe brands should authentically represent the diversity of the LGBTQ+ community.
  • 48% of LGBTQ+ individuals have recommended a brand because of its positive representation of LGBTQ+ people in marketing.
  • 84% of LGBTQ+ consumers are more likely to buy from brands that have authentic LGBTQ+ representation.
  • 62% of LGBTQ+ individuals believe brands should take a stand on LGBTQ+ equality issues.
  • 56% of LGBTQ+ consumers have made a purchase because a brand supported a cause important to them.
  • Nearly 77% of LGBTQ+ adults are more likely to purchase products from companies with LGBTQ+ inclusive advertising.
  • 50% of LGBTQ+ consumers are more likely to become repeat customers if a brand supports LGBTQ+ rights.
  • 65% of LGBTQ+ individuals say they are more likely to purchase products from companies with gender-neutral advertising.
  • 84% of LGBTQ+ buyers want to see LGBTQ+ representation in advertising that reflects the diversity of the community.
  • Brands perceived to be LGBTQ+-friendly can see up to a 25% increase in buying intent from LGBTQ+ consumers.
  • Nearly 70% of LGBTQ+ individuals feel that brands should prioritize diversity and inclusion in their marketing.
  • LGBTQ+ consumers are 1.5 times more likely than heterosexual consumers to both holiday outside of their country and stay in hotels during their travels.
  • 38% of LGBTQ+ consumers say they are more likely to trust brands that include LGBTQ+ individuals in their advertisements.
  • 72% of LGBTQ+ individuals are more likely to engage with ads that feature people like themselves.
  • 77% of LGBTQ+ consumers are more likely to engage with marketing materials that are relevant to their sexual orientation or identity.
  • LGBTQ+ individuals are 2.7 times more likely to have high expectations of brands to commit to diversity and inclusion.
  • 61% of LGBTQ+ individuals are more likely to trust brands that actively promote LGBTQ+ causes.
  • Brands that are seen as LGBTQ+-friendly can witness a 29% increase in LGBTQ+ shopper loyalty.
  • 80% of LGBTQ+ customers believe that companies should authentically represent LGBTQ+ people in their marketing.
  • Nearly 45% of LGBTQ+ individuals say they would stay loyal to a brand if it actively supports LGBTQ+ organizations.
  • 53% of LGBTQ+ individuals are more likely to be loyal to a brand that consistently represents LGBTQ+ individuals in its marketing materials.

Interpretation

In a world where rainbow capitalism often misses the mark, these statistics serve as a colorful reminder that authenticity and inclusivity are not just buzzwords for the LGBTQ+ community—it's a call to action that resonates with the heart of every rainbow flag-waving consumer. From the 72% of loyal shoppers to the 86% willing to do business with LGBTQ+-supportive companies, it's evident that financial success is firmly intertwined with ethical responsibility. So, brands, take note: if you want the pink dollar to flow your way, it's time to paint your marketing strategies with the vibrant hues of love, acceptance, and genuine allyship. After all, in a world where visibility and representation matter, the true ROI lies in the hearts and minds of those you proudly stand beside.

Market Size

  • The total purchasing power of the U.S. LGBT adult population is estimated to be over $917 billion.
  • The LGBTQ+ community spends an estimated $64 billion on travel each year.
  • The LGBTQ+ consumer market is estimated to have a combined buying power of over $3.7 trillion worldwide.
  • LGBT households in the U.S. spend an estimated $1.1 billion on pet products annually.
  • LGBTQ+ households spend an estimated $100 billion on food each year in the U.S.
  • The LGBTQ+ travel market is estimated to be worth over $211 billion globally.
  • LGBTQ+ households in the U.S. spend an estimated $116 billion on apparel and services annually.
  • The LGBTQ+ community represents an estimated $3.7 trillion in global spending power.
  • The LGBTQ+ community has a higher than average disposable income, leading to significant purchasing power in sectors such as luxury goods and travel.

Interpretation

Move over rainbow, there's a pot of gold at the end of the LGBTQ+ spending rainbow! With a combined buying power that could rival a small country's GDP, the queer community is not just flying the flag for pride, but also for economic influence. From pet pampering to globe-trotting adventures, this market segment is showing that being fabulous is not just a lifestyle, but a guaranteed boost to the bottom line. So, for businesses, it's time to ditch the stereotypes and start banking on the colorful and cash-heavy queer market - after all, they're not just marching for equality, they're marching to the cash register!

Marketing Influence

  • 55% of LGBTQ+ individuals have recommended a brand because they felt the company supported LGBTQ+ equality.

Interpretation

In a world where authenticity reigns supreme, it seems that the rainbow flag is not just a symbol of pride, but also a stamp of approval for consumers in the LGBTQ+ community. With 55% of LGBTQ+ individuals backing a brand purely based on its commitment to equality, it's clear that inclusivity is not just a buzzword but a business imperative. Perhaps it's time for companies to stop just chasing rainbows and start painting with all the colors of the LGBTQ+ spectrum if they want to truly capture the hearts and wallets of this discerning market.

References