GenZ Propels LGBTQ Market Beyond Niche to Mainstream

March 08, 2023
by Santiago Solutions Group

A recent study on sexual orientation reveals interesting trends. According to data from the 2022 output of the Gallup Poll, findings show that LGBT identification remained steady from 7.1 to 7.2 percent from 2021 to 2022 respectively. As seen through past trackers of sexual identification in this Gallup Poll, the number of Americans identifying as LGBT has nearly doubled since 2012. However, the last two polls show that identification is steady at an all-time high driven by GenZ.

Evidently, mainstream society has become more open and accepting of those who identify as LGBT. This forward-thinking trend is even more evident among those from younger generations, such as GenZ. The US adult GenZ population is 29 million, and according to Gallup nearly 1 in 5 GenZ identify as LGBT, compared to about 1 in 10 Millennials. To put these numbers even more into perspective, close to 6 million Gen Z identify as LGBT, not counting the  LGBT allies. These numbers are 7 times larger than GenX, Boomers, and the Silent Generation, of which only 3.3%, 2.7%, and 1.7% identify as LGBT, respectively. Moreover, younger generations feel more comfortable being transparent and open about their sexuality without facing as much judgment or backlash as older generations have experienced in past years.

In conclusion, there has been a generational shift in how younger audiences view sexuality as they have become more accepting of different sexual orientations. Younger audiences have embraced their own non-heterosexual identities and are increasingly expecting brands and marketers to authentically acknowledge LGBTQ+ identity and culture, and take stances on issues surrounding LGBTQ+ rights and discrimination. It’s important for marketers to understand that purchase intent and brand equity among younger audiences, such as GenZ, will rely on these consumers feeling acknowledged and included by brands that make them feel safe and accepted.




SSG Analysis of MRI-Simmons, 2021-2022

Jones, J. M. (2023, February 17). LGBT Identification in U.S. Ticks Up to 7.1%. Gallup.

Fisher, J. (2023, February 22). Gallup: LGBT identification steady at 7.2% in 2022 after doubling from a decade ago. MSN.

Bump, P. (2023, February 22). Young people are more likely to accept gay couples — and to identify as gay. Washington Post.

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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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