LGBTQ Study: Where do we stand in equality, business and social standing?

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

 

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