How brands should market to LGBTQ+ consumers
A new survey reveals drivers for purchase and brand loyalty among LGBTQ+ shoppers.
The study, conducted in June 2024 as part of the Revry LGBTQ+ Streaming Audience Insights powered by Nielsen, highlights the critical role of LGBTQ+ inclusive advertising and brand participation in community events on purchasing decisions in the community.
More than 69% of surveyed LGBTQ+ consumers are more likely to try grocery or household items from brands that visibly support the LGBTQ+ community. Nearly 70% value brands that participate in LGBTQ+ community events.
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Approximately 66% respondents are more inclined to purchase from brands that advertise in LGBTQ+ inclusive programming or feature LGBTQ+ individuals in their campaigns. Four-in-10 will seek more information based on such advertising.
Nine-in-10 (89%) respondents report making grocery and household item purchases daily to weekly. Food and beverages top the list, purchased significantly more often than other items within this category.
The study indicates that CPG, personal care, and apparel are the most influenced categories by LGBTQ+-friendly advertising. Analyzing LGBTQ+ consumer engagement by ad category, the survey found that ads in the grocery and household category in the second quarter of 2024 had an average completion rate of 99.18%, above Revry’s benchmark of 95%.
"The Revry and Nielsen study highlights the impact of reaching LGBTQ+ grocery and household items consumers in LGBTQ+ media," said Mark Tevis, executive VP sales and partnerships at Revry. "Brands that show their support for our community earn our loyalty and gain a competitive edge in this increasingly diverse marketplace."
A recent survey from Adobe indicates that 13% of consumers (not just LGBTQ+) will support a small retailer for being LGBTQ+-owned. By generation, Gen Z had the highest levels of support for LGBTQ+-owned (24%) retailers.
Revry is a dedicated entertainment media network for brands to connect with LGBTQ+ audiences and is led by an LGBTQ+ founding team and is NGLCC certified. The study was conducted by Nielsen via an online survey, designed to gather insights into the behaviors, preferences, and attitudes of LGBTQ+ consumers toward brands and media representation.
