Empowering Brands with LGBTQ+ Insights: SSG’s Vision for LGBTQ+ Growth in 2025

January 16, 2025
by Santiago Solutions Group

In an era where authenticity defines brand success, we at Santiago Solutions Group (SSG) a continuously work to drive meaningful connections between brands and the LGBTQ+ community. By combining advanced analytics, multicultural insights, and a steadfast commitment to inclusivity, we have set new standards for engaging meaningfully with one of the fastest growing and most influential consumer segments. From our groundbreaking research to our collaborative industry partnerships, we’re proud to highlight our journey and the leadership of our CEO, Carlos Santiago, whose recognition as a Top Innovator underscores the impact of our work. Join us as we reflect on our accomplishments and share our vision for advancing inclusive marketing in 2025 and beyond. 

Highlighting Carlos Santiago’s Achievements 

Our CEO, Carlos Santiago, has been a driving force behind SSG’s success. His inclusion on EqualPride’s Out100 List as a Top Innovator further solidifies his standing as a visionary leader in the LGBTQ+ marketing and analytics space. This recognition celebrates his unwavering commitment to advancing inclusion and his pioneering work in creating actionable insights that empower brands to engage with diverse communities authentically. “Brands that embrace this reality aren’t just doing the right thing — they’re securing their relevance today,” says Carlos in his spotlight on EqualPride 

Carlos’ leadership continues to inspire our team and our partners as we push the boundaries of what inclusive marketing can achieve. 

Our Vision for Authentic Inclusion 

At SSG, we have always championed the importance of authentically representing diverse communities. Our work reflects our belief that inclusion is not a trend but a sustainable growth strategy. The LGBTQ+ community represents a significant and growing segment of society with immense potential for brands willing to embrace authentic representation. 

Our Research: Unveiling Consumer Insights 

This commitment to inclusion is exemplified through our comprehensive quantitative and qualitative research study, ‘From Blocked to Unlocked’, conducted in partnership with Target-10. The study surveyed nearly 1,700 respondents and provides a roadmap for brands aiming to resonate with LGBTQ+ consumers, particularly Gen Z. The findings show remarkable growth within the LGBTQ+ segment over the past decade, outpacing other multicultural groups. Gen Z, in particular, stands out as a generation deeply connected to LGBTQ+ identities and allyship, making this cohort critical for brands seeking relevance and growth. 

One key insight from the study is the power of intersectional representation in advertising. When LGBTQ+ consumers see multidimensional portrayals that reflect their diverse identities—such as race, gender identity, and sexual orientation—purchase intent increases by an impressive 67%. Authenticity also emerged as a crucial factor, with genuine depictions boosting brand favorability by 63%. Furthermore, the influence of trusted voices cannot be overstated; campaigns featuring influencers drive a 33% increase in purchase intent. Finally, the research underscores the value of consistent engagement, with ongoing representation driving a 52% lift in brand consideration compared to seasonal efforts. 

These findings highlight the importance of moving beyond surface-level inclusion. Brands that embrace deeper, more authentic representation have a unique opportunity to build loyalty and forge meaningful connections with LGBTQ+ consumers.

Authenticity as a Strategic Imperative 

Our research underscores the transformative impact of authentic representation. Ads that genuinely reflect the lived experiences of LGBTQ+ individuals resonate more strongly, fostering greater brand loyalty and purchase intent. Inclusive advertising benefits not only the LGBTQ+ community but also allies who value brands that align with their principles. True inclusivity requires consistency and authenticity, moving beyond token gestures to meaningful engagement. 

Collaborative Excellence: Panels and Partnerships 

At SSG, collaboration is key to advancing inclusion. Recently, we hosted a panel featuring industry leaders from GLAAD, Nissan North America, and Q.Digital to explore actionable strategies for inclusive marketing – discussions centered on leveraging trusted LGBTQ+ media and influencers to enhance authenticity and impact. 

When asked how brands and allies can continue to evolve their approach to outreach to the LGBTQ+ community as their rights are becoming further threatened, Lanae Williamson (Sr. Lead, Multicultural Marketing Strategy at Nissan) gave definitive direction. “Definitely for brands to partner, and I continue to echo that message, with the experts. Because in a lot of cases, brands aren’t the experts in these spaces. So, for us, we partner with Q.Digital to make sure that we’re creating and partnering and telling stories and doing the work”  

Partnerships like Nissan’s collaboration with Q.Digital demonstrate how year-round engagement—rather than seasonal campaigns—can build meaningful connections. These efforts show the power of consistency in fostering trust and demonstrating genuine commitment to the LGBTQ+ community. 

Looking Ahead to 2025: A Commitment to Inclusion 

As we look toward 2025, our mission to redefine inclusive marketing remains steadfast. Intersectional representation, thoughtful storytelling, and sustained partnerships are more than strategic imperatives—they are the foundation of meaningful engagement. Brands that invest in inclusivity will find not only financial rewards, but also the opportunity to drive the industry forward. 

Our proven track record and unwavering dedication to authenticity position us to continue leading in this space. The LGBTQ+ community is ready for meaningful connections. Together, we can create a future where inclusion drives success for all! 

Sign up to learn more about the webinar and learning opportunities: https://forms.gle/4CGUPvocBfzL71QC9 

About us

For 20 years, Santiago Solutions Group (SSG) has guided growth pathways for scalable returns by uncovering cultural and marketplace insights.
These insights forge the fact-based foundation for effective business and brand growth strategies aligned with cultural insights across Hispanic & Asian acculturation levels, Black, LGBTQ, Non-Hispanic White, Gen Z, Millennials, and other segments.

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