The LGBT segment is in growing in stature and influence in the U.S. And, as with

mainstream attitudes on LGBT civil rights issues like same-sex marriage, the LGBT

community is rapidly evolving. It is a group that wants to be included in the consumer

landscape and portrayed accurately – as professional, loving, responsible, multicultural

people with varied interests, family situations, and morals.


Research by Harris Interactive in 2013 showed that up to seven percent of the adult U.S.

population was willing to self-identify as lesbian, gay, bisexual and/or transgender. That

translates to between 15-16 million adults. The buying power of LGBT Americans is

projected to be $830 billion, based on a recent analysis by Witek Communications.


Many marketers are just now discovering the immense buying power and influence of

this segment. But they’re not exactly sure how to reach out to this segment in a way that

affirms their identities without pandering. The LGBT category is diverse in ethnicity and

socioeconomic status, and an incredibly loyal constituency – provided marketers

understand how to reach them. And more than any other segment, LGBTs look at not just

what a company says but what it does. LGBTs do their research: a company with a gay-

friendly ad but not-so-friendly policies for its LGBT employees isn’t likely to win favor

with this group.


For more than fifteen years, New American Dimensions has been analyzing the evolution

of LGBT identity. We’ve conducted vanguard studies on the segment that showed

marketers this group’s strongly held opinions about media representation, multiple

identities, and preferences about the way they want to be treated by companies. With our

broad and deep experience in surveying LGBTs that cross racial and ethnic boundaries,

we can give marketers a more nuanced and more helpful understanding of their identities,

tastes, and needs.