LGBTQ Community Survey results, and free webinar

Attend NYC Symposium

San Francisco, CA – Community Marketing & Insights (CMI) has released its 14th Annual LGBTQ Community Survey® report.

Over 34,000 respondents from the LGBTQ (lesbian, gay, bisexual, transgender and queer) communities in 130 countries participated in CMI’s 14th annual survey. 150 LGBTQ media, events and organizations worldwide partnered with CMI in this year’s study, helping to present diverse, representative data from across the community. This survey was fielded in English, Spanish, French and Hungarian languages.

Stream a free webinar discussion of the results of the survey and obtain deeper insights beyond the data: Click here to view the webinar (60 minutes).

Community Marketing & Insights is proud to invite MMR members to participate in CMI’s 13th Annual LGBTQ Marketing & Advertising Symposium @ Google NYC on November 19th. Attendance is free, but limited. Please send your request to tom@CMI.info, and include name, title and company name.

Click here to request a free copy of CMI’s 14th Annual LGBTQ Community Survey® report download. You will receive a link to download a pdf copy.

A sample of key findings from a diverse 17,230 LGBTQs living in all 50 states:

• CMI research has found that sponsorship of LGBTQ community organizations, as well as taking a stand for LGBTQ human rights, are key approaches to establishing a brand as an authentic LGBTQ partner. What this report also establishes is that it takes more than doing the “right thing” to make an impact. Marketers also need to communicate their efforts to the community through LGBTQ media channels. Otherwise a corporation’s good deeds can live in a vacuum.
• In our annual update on community terminology, LGBTQ has overtaken LGBT as the preferred term to describe our community (although both test favorably). Adding the “+” symbol (LGBTQ+) gained some acceptance over the past year (3% more favorable), but LGBTQ+ still lags behind LGBTQ.
• Corporations should not assume that LGBTQ equality is the only issue important to the community. Especially in a tumultuous 2020, the research identifies that the five most important issues facing the LGBTQ community are: LGBTQ equality, health care quality and cost, fair elections/protection of democracy, racial discrimination and ability to respond to the COVID-19 pandemic.
• In an un-aided write-in question, the brands that LGBTQ consumers consider as doing the best job outreaching to the community include: Absolut, Amazon, American Airlines, Apple, Delta Air Lines, Disney/ABC, Google, Nike, Starbucks, Subaru, Target and TomboyX, and Wells Fargo.
• The LGBTQ community values the support of our corporate partners, and corporate support makes a difference in LGBTQ purchasing decisions:
• 85% agree: Corporations that support LGBTQ equality are more important than ever.
• 80% agree: Companies that support LGBTQ equality will get more of my business this year.
• 3% have made a conscious decision to make a purchase over the past 12 months, at least partially due to a company’s LGBTQ-inclusive outreach, employment practices, or LGBTQ-supportive political stance.

The survey’s Gender-Expansive category includes participants who identify as transgender, trans men, trans women, genderqueer, gender fluid, non-binary (gender), and/or intersex.

Click here to request a free copy of CMI’s 14th Annual LGBTQ Community Survey® report download. You will receive a link to download a pdf copy.

Readers may also want to download:

• CMI’s LGBTQ Consumer Products Survey report: Relationship status and purchases, purchase influencers, and product purchases from packaged foods to toiletries, to electronics and automobiles. Click here to download the report.
• CMI’s 24th Annual LGBTQ Tourism & Hospitality Survey. Use this link to obtain a complimentary copy of CMI’s 24th Annual LGBTQ Tourism & Hospitality Survey. Click here to download the report.
• Many other free report downloadshttps://cmi.info/cmis-free-lgbtq-research-reports/

The Community Marketing & Insights team has been conducting LGBTQ consumer research for over 27 years. Our methodologies include online surveys, focus groups (in person and virtual), in-depth interviews and advisory boards across the USA and globally. Industry leaders, non-profits, universities and government institutions around the world depend on CMI’s LGBTQ research and analysis as a basis for feasibility evaluations, positioning, economic impact, ad creative and brand testing, informed forecasting, measurable marketing planning and assessment of return on investment.

CMI’s clients span a wide spectrum of industries. Custom LGBTQ studies have been produced for Wells Fargo Bank, UPS, Google, AARP, Freddie Mac, Hallmark, AT&T, Aetna Insurance, Target Brands, Johnson & Johnson, E&J Gallo Wineries, T. Rowe Price, Marriott Hotels, Hawaiian Airlines, Esurance, Absolut Vodka, American Cancer Society, Las Vegas CVA, Visit Florida, Hawaii Tourism Authority, Argentina Tourist Office, Kaiser Family Foundation, the U.S. Census and numerous other corporations and organizations across North America and around the world. CMI’s research has been published in the New York Times, Wall Street Journal, Forbes, USA Today, Washington Post, Chicago Tribune, Los Angeles Times, Miami Herald, Advertising Week, Shanghai Daily, CBS News, NPR, CNN, Reuters, Associated Press, eMarketer, Vice, Mashable, and many other international, national and regional media, as well as in presentations at national and international conferences.

LGBTQ Community Survey and Community Marketing are trademarks of Community Marketing & Insights, founded in 1992.