LGBTQ Consumer Purchasing

LGBTQ Research on Economic Outlook

The LGBTQ community generally has a positive economic outlook, with 51% viewing their economic situation favorably, 34% neutrally, and 14% negatively. There was not a significant overall index change in economic outlook since 2016, but there was a small downgrade of those who felt “very positive,” moving to just “positive.”

Reference: Community Marketing & Insights 11th Annual LGBTQ Community Survey, July 2017 n=17,300 USA LGBTQs. Request a free download the full report.

Items Purchased in the Past 12 Months

Reference: Community Marketing & Insights 11th Annual LGBTQ Community Survey, July 2017 n=17,300 USA LGBTQs. Request a free download the full report.

Experiences Purchased in the Past 12 Months

Reference: Community Marketing & Insights 11th Annual LGBTQ Community Survey, July 2017 n=17,300 USA LGBTQs. Request a free download the full report.

Alcohol Consumption (Age 21+ and Consumed at Least 1 Drink in the Past Week)

Among those who consumed at least one alcohol drink in the past week, there are some clear demographic differences. Millennial gay and bisexual men are the most frequent alcohol consumers (by far), especially of clear and dark spirits. Beer consumption is relatively even by gender. Wine is the most popular alcohol beverage for Baby Boomers.

Reference: Community Marketing & Insights 11th Annual LGBTQ Community Survey, July 2017 n=17,300 USA LGBTQs. Request a free download the full report.

Brand Recall

Every year, CMI asks an unaided “write-in” recall question about brands that participants make a conscious decision to purchase from, because of their pro-LGBTQ policies or practices. In 2017, we saw Target, Apple, Starbucks and Amazon retain their top four rankings. New to the top 12 rankings are Disney, Nike, and Ben & Jerry’s.

Reference: Community Marketing & Insights 11th Annual LGBTQ Community Survey, July 2017 n=17,300 USA LGBTQs. Request a free download the full report.