Forecasts
| Mar 1, 2024
Source: Insider Intelligence | eMarketer
On today's podcast episode, we discuss who the LGBTQ+ community are, their relationship with advertisers, and what advertisers are getting wrong. "In Other News," we talk about the battle between TikTok and Instagram for young people's attention and which X (formerly Twitter) users are leaving the platform the fastest. Tune in to the discussion with our analyst Paola Flores-Marquez.
Audio
| Oct 5, 2023
Last year, Bud Light’s flip flop on working with transgender influencer Dylan Mulvaney and Target’s removal of some LGBTQ+ Pride displays left consumers upset. Some 77% of consumers say they would abandon brands that reverse their support for diversity, equity, and inclusion pledges, according to the Association of National Advertisers’ Alliance for Inclusive and Multicultural Marketing.
Article
| Feb 20, 2024
The percentage of US adults self-identifying as lesbian, gay, bisexual, or transgender doubled from 2012 to 2021. To cultivate LGBT+ employees and customers, companies need to recognize the nuances of LGBT+ identity and social issues.
Report
| Jun 13, 2022
Meanwhile, many will look to Bud Light to see what it does after a year of PR blunders related to its partnership with influencer Dylan Mulvaney, who is a trans woman. The brand’s 2024 ad appears to be leaning into the brand’s more traditionally masculine reputation, featuring a mustachioed mystery man. 4. Business and finance ads show the need for quality creative.
Article
| Jan 30, 2024
Pride Month draws business support despite anti-LGBTQ+ sentiment: 2023 brought hard lessons for some brands.
Article
| Jun 30, 2023
More of your customers are LGBTQ+ than ever before: Recent studies highlight a surge in global identification, particularly among Gen Zers.
Article
| Jun 2, 2023
And according to 2022 Gallup poll data, 19.7% of US Gen Z adults (ages 18 to 25)—versus 7.2% of adults overall—identified as lesbian, gay, bisexual, transgender, or something other than heterosexual. Gen Z consumers want to buy from brands that support social causes they believe in.
Report
| Aug 3, 2023
Some, such as its decision to pull LGBTQ+ Pride Month-themed merchandise just ahead of Pride Month in response to a right-wing backlash, have been its own doing. Others, such as the growing challenge of retail shrink and consumers’ pullback on nonessential purchases, have been industrywide issues. To right its ship, Target is focused on bolstering its merchandising and shoring up its bottom line.
Article
| Dec 19, 2023
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.
Article
| Jun 1, 2023
Target pulls LGBTQ-themed items ahead of Pride Month: The retailer succumbs to pressure after store associates experienced threats.
Article
| May 24, 2023
PepsiCo’s Bubly comes out to honor LGBTQ+ community: The brand’s Pride Month campaign includes financial support for safe venues.
Article
| Jun 9, 2022
LGBT+ population grows in US but sees threats: Despite its increased numbers, this demographic group faces significant barriers to well-being and economic security.
Article
| Jul 21, 2022
Apple is taking a stand against anti-LGBTQ+ policies: the tech giant is taking a stance popular with its employees—and an increasing number of consumers.
Article
| Apr 4, 2022
On today's episode, we discuss whether we're finally back to pre-pandemic travel levels, the most interesting parts of the 2023 Consumer Electronics Show, how best to support LGBT+ causes, if the future of sports is actually streaming, what to make of new state-level data privacy rules, what the best universities in the US are, and more. Tune in to the discussion with our analyst Blake Droesch, director of forecasting Oscar Orozco, and vice president of Briefings Stephanie Taglianetti.
Audio
| Jan 12, 2023
As many brands honor members of the LGBT+ community this Pride Month, consumers are looking for more than just a rainbow logo—they want action.
Article
| Jun 14, 2022
This year’s survey also included responses from 1.6% of consumers who identified as nonbinary. The majority of respondents were between the ages of 16 and 34 (69.7%). The rest was comprised of those ages 35 to 44 (15.6%), 45 to 54 (8.6%), and 55 and older (6.1%). Listen Next. Around the World: The retail media opportunity (and maturity) in key regions.
Report
| Dec 4, 2023
Metaverse events roll out welcome mat for LGBT+ community: Brands seize on opportunities to celebrate Pride Month in the virtual world.
Article
| Jun 14, 2022
Challenges to firms’ environmental, social, and corporate governance (ESG) investing are increasing, and a record number of anti-LGBTQ+ bills have been introduced in US state legislatures.
Article
| Nov 22, 2023
Taking a stance on politicized issues can be a slippery slope for brands, as evidenced by the backlash Bud Light received after partnering with transgender influencer Dylan Mulvaney. If brands do choose to speak out, messaging needs to be authentic and true to the brand’s voice, otherwise it could come off as inauthentic and pandering. Use this chart:.
Article
| Nov 6, 2023
Chart
| May 29, 2023
Source: GLAAD
Chart
| Feb 17, 2022
Source: Gallup
Chart
| Jun 7, 2022
Source: Pew Research Center
Chart
| May 20, 2022
Source: SurveyMonkey
Chart
| May 20, 2022
Source: SurveyMonkey