Over 200 global study partners interviewed 40,460 respondents in 151 countries and 18.743 participants in the United States under the leadership of Community Marketing & Insights (CMI) in San Francisco.
Participants in the survey allowed participants to self-identify with a wider and more inclusive spectrum of identities within the LGBTQ community.
Among those surveyed were Gay & Bisexual Men 46%, Lesbian and Bisexual Women 46%, Gender – Exansive 8%. 33% were Millenials, 33% Generation X, and 33% were Baby Boomers.
Here are some of the concerns addressed by those responding
- I fear there will be a roll back of recent LGBTQ equality gains in the coming year.
76% agree, 16%neutral, 8% disagree. - Corporations that support LGBTQ equality are more important than ever
85% agree, 13% neutral, 2% disagree - I tend to support companies that market to and support the LGBTQ community
78% agree, 20% neutral, 2% Disagree - Companies that support LGBTQ equality will get more of my business this year
76% agree, 22% neutral, 2% disagree - I feel more positive towards companies that include transgender, gender- expansive community imagery in their outreach communication
75 agree, 20% neutral, 4% disagree - How did the Lesbian community felt corporations do a good job outreaching to their group?
5% say they do a good job, 37% neutral, 58% not a good job - Among the Lesbian community when asked if they would support and purchase from companies that market to and support the lesbian community the answer was
90% yes, 9% neutral, 1% no. - How did the Bisexual community felt corporations do a good job outreaching to their group?
6% say they do a good job, 25% neutral, 69% not a good job - Among the Bisexual community when asked if they would support and purchase from companies that market to and support their community the answer was
70% yes, 25% neutral, 5% no. - When the LGBTQ community was asked about health concerns
Depression / mental health concerns 46%
Body weight: 45%
Losing or not having access to health insurance: 39%
Cancer 31%
Heart disease 24%
Alzheimer’s disease 20%
Diabetics: 19%
HIV/AIDS 16%
Death or injury from gun violence 15%
Sexual transmitted diseases 15%
Death or injury from car accidents 13%
Stroke 13%
Alcohol use 11%
Asthma or respiratory diseases 10%
Tobacco use/ smoking 8%
Influenza and pneumonia 5%
Kidney disease 5%
Liver disease including Hepatitis B or C 4%
Death or injury from sports or athletic activity 3% - When asked about political and social priorities
LGBTQ discrimination 76%
Affordable healthcare 66%
Racial discrimination 54%
Climate change 53%
Women equality in the workplace 44%
Marriage equality 39%
Poverty 39%
Sexual harassment 34%
Immigration reform29%
Fake news 27%
Post truth politics 24%
Cyber Security 22%
Foreign wars or conflicts 21%
Street neighborhood violence 20%
High taxes 19%
Unemployment 16%
Terrorism 16%
Government regulations of business 9%
Inflation 9% - To what degree do you feel comfortable and belonging at an event with mostly LGBTQ community members
Fully comfortable was responded by
Gay men 81%
Lesbian women 85%
Bisexual men 61%
Bisexual women 70%
Gender Expansive 74%
Transgender identities 73%
Non binary identities 75% - To what degree do you feel comfortable and belonging at an event with mostly straight community members
Fully comfortable was responded by
Gay men 53%
Lesbian women 42%
Bisexual men 61%
Bisexual women 47%
Gender Expansive 39%
Transgender identities 27%
Non binary identities 32 - To what degree do you feel comfortable and belonging in a restaurant in a big city
Gay men 84%
Lesbian women 74%
Bisexual men 77%
Bisexual women 74%
Gender Expansive 57%
Transgender identities 52%
Non binary identities 64% - To what degree do you feel comfortable stopping at a restaurant or gas stop along the highway
Fully comfortable was responded by
Gay men 36%
Lesbian women 22%
Bisexual men 52%
Bisexual women 24%
Gender Expansive 22%
Transgender identities 21%
Non binary identities 24% - Over the past 12 months, which companies or brancs have you made a conscious decision to purchase from because of their pro LGBTQ policies and practices.
Gay and Bisexual men responded:
Target 29%
Apple 23%
Amazon 19%
Starbucks 12%
Macy’s 8%
American Airlines 8%
Absolut 8%
Delta 7%
Wells Fargo 6%
Google 5%
Marriott 4%
Chase 4%
Hilton 4% - Corporations cannot assume that the LGTBQ community will notice their support. They need to actively let the community know through advertising, PR and social media.
Have you learned about a company through
Advertisement in the LGBTQ media 49%
Article or news story in the media 47%
Sponsorship of LGBTQ charity events or organizations 41%
LGBTQ inclusive ads in the mainstream media 40%
From an LGBTQ friend 36%
From Facebook or other social media 35%
HRC Corporate equality index score 32%
From a blogger or influencer posting 16%
From a straight friend 6%
From family 5% - When asked about their favorite social media interaction>
Facebook 79%
YouTube 70%
Instagram 46%
Tumblr 39%
Twitter 36%
Linkedin 30%
Snapchat 20%
Google+ 19%
Yelp 16%
Pinterest 12%
Reddit 10%
Trip Advisor 10%
Meetup 4%
The full 2017 report can be downloaded at www.communitymarketinginc.com
