80% of LGBTQ consumers in the US will purchase more from brands that support LGBTQ equality

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 09, 2020, 2:56 AM UTC

LGBTQ research agency Community Marketing & Insights (CMI) surveyed over 34,000 people form the LGBTQ community globally.

The report states that 80% of respondents in the US say brands that support LGBTQ equality “will get more of my business this year”. 73% reported purchasing from companies, over the past year, (partially) because of their LGBTQ-inclusive outreach program, employment practices or supportive political stance.

Target was chosen as the most supportive brand, among the LGBTQ community. Other brands considered supportive are Absolut, Amazon, American Airlines, and more. Smaller brands marketing to LGBTQ women and nonbinary communities were ranked very highly.

A majority of LGBTQ Americans are scattered across smaller cities, suburbs, and rural towns. Justin Nelson, of the National LGBTQ Chamber of Commerce, says, “A commitment to diversity can help supercharge our economy”.

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