Did you know that:
- It is difficult to say exactly how many LGBTQ (which stands for Lesbian Gay Bi-Sexual Transgender and Queer) live in the United States, since sexual orientation is not measured by the U.S. Census. A 2015 Gallup survey found that 3.8% of adults identified as lesbian, gay, bisexual or transgender, equating to about 9 million. Gary Gates, a demographer found roughly the same number, yet he also found that an estimated 19 million Americans (8.2%) reported having engaged in some same-sex sexual behavior, and nearly 26 million (11%) said they had “some” same-sex attraction. By contrast, a poll by Harris showed the population to be roughly 6 to 7% of the adult population, placing the number close to 16 million.
- According to GLAAD (Gay and Lesbian Alliance Against Defamation), during the 2015-16 TV season, of the regular characters to appear on broadcast primetime programming, 4% were identified as gay, lesbian, or bisexual.
- Americans support for same-sex marriage has grown steadily over the years. In 2016, 55% of Americans supported same-sex marriage, compared with 37% who opposed it. The generational breakdown is interesting: 71% of Millennials supported same-sex marriage while only 38% pre-baby boomers did.
- LGBTQ spending power equates to approximately one trillion dollars annually in the United States.
- LGB youth are 4 times more likely to attempt suicide as their straight peers, and suicide attempts by LGB youth and questioning youth are 4 to 6 times more likely to result in injury, poisoning, or overdose that requires treatment from a doctor or nurse, compared to their straight peers.
- The 2017 Corporate Equality Index, published by the Human Rights Campaign (HRC), showed a record number of the largest U.S. companies have expanded benefits and protections for their gay, lesbian, bisexual, and transgender employees and consumers. An unprecedented 517 major U.S. companies earned the top rating of 100 percent. That number is up from 195 in the 2008 report, equating to 165% growth.
CEO David Morse includes such research in his book, Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation.
Get in touch with our team to discover how New American Dimensions can uncover insights for you and your company about the LGBTQ market.
Watch the videos below to see examples of New American Dimensions’ previous market research for this segment:
Life Outside the Box (LGBT)
Pride, American Style