The global LGBTQ+ market is projected to reach a remarkable $3.7 trillion in 2024, with Gen Z playing a pivotal role in this economic power shift. Industries such as fashion, travel, and digital media are being reshaped by Gen Z’s growing openness to LGBTQ+ identities, with 22% of U.S. Gen Zers identifying as part of the community.

Gen Z Redefining Brand Loyalty

LGBTQ+ Gen Zers are revolutionizing how brands build and sustain consumer engagement. With 64% willing to pay more for brands that align with their values—especially those prioritizing diversity and inclusivity—this demographic is setting a new standard for loyalty. Moreover, 58% of Gen Z consumers base their purchases on influencer recommendations, emphasizing the need for brands to foster authentic digital marketing strategies that resonate with this tech-savvy audience.

The Evolution of Inclusivity in Branding

Although LGBTQ+ representation in the media and marketplace is on the rise, support for brands promoting inclusivity has slightly waned among Gen Z in 2024. About 44% of Gen Zers now support brands advocating for LGBTQ+ rights, a decrease from 49% in 2021. Despite this shift, Gen Z continues to demand authenticity, expecting brands to make genuine, long-term commitments to inclusivity rather than performative gestures.

Social Media: The New Retail Frontier

With 71% of Gen Z consumers using platforms like TikTok and Instagram to discover products, social media is now integral to Gen Z’s purchasing behavior. Brands that align with Gen Z’s values—particularly around inclusivity and social responsibility—are leading the charge in this digitally driven retail landscape.

Unlocking the LGBTQ+ Market’s True Potential:

Market research provides critical insights into the shifting attitudes and preferences of LGBTQ+ consumers, particularly Gen Z. By leveraging tailored research tools, brands can gain a clearer understanding of how to craft messages that truly resonate with their target audiences. Whether through focus groups, surveys, or social listening, market research helps brands anticipate trends, track brand sentiment, and create long-term strategies that foster brand loyalty and authenticity.

At Insights in Marketing, we specialize in understanding the values and behaviors of these influential groups. Through in-depth consumer insights and data-driven strategies, we help brands develop authentic messaging and marketing approaches.

Contact us today to learn how we can help your brand to stay ahead of the competition.  As a market research company with its finger on the pulse of consumer trends, we help businesses uncover the insights they need to connect with today’s consumers.