part 2: Navigating the LGBTQ+ Landscape: Insights for Market Research in a Polarized Society

In today’s hyper-polarized society, the LGBTQ+ community finds itself in the eye of a cultural and political storm. On one hand, LGBTQ+ rights and culture are at the forefront of heated political debates, with legislative actions often aiming to restrict LGBTQ+ rights in healthcare, sports, schools, and drag events. Many will remember the recent controversy involving Algerian boxer Imane Khelif, who was falsely accused of being transgender during the Summer Paris Olympics. This polarization has significant repercussions for brands— recently, some brands that have tried to advertise to the LGBTQ+ community have faced boycotts, while others have scaled back their diversity, equity, and inclusion (DEI) efforts and LGBTQ+ marketing initiatives to avoid backlash.

However, amid this contention, the LGBTQ+ community continues to thrive. According to Gallup Polls, 7.6% of U.S. adults now identify as LGBTQ+—a figure that surges to 22.3% among Gen Z. This not only suggests that the community is expanding but also that the next generation of consumers will have a significantly higher proportion of LGBTQ+ individuals. Additionally, 70% of non-LGBTQ+ Gen Z and Millennials report having a close LGBTQ+ connection in their lives (Paramount Audience Impact & Intelligence, LGBTQ+ in America – Zine, 2022). This highlights an essential point: advertising and products geared towards the LGBTQ+ community don’t only affect LGBTQ+ people—they also resonate with their families, friends, and allies, representing a substantial portion of the population.

LGBTQ+ representation is becoming more prevalent in mainstream popular culture. Just look at the success of RuPaul’s Drag Race, the inclusion of LGBTQ+ actors and characters in popular shows like House of the Dragon and The Last of Us, and the visibility of nearly 200 out queer athletes at the Paris Olympics, who collectively secured 43 medals. The prevalence of LGBTQ+ trends and influencers on platforms like TikTok and emerging musical talents like Chappell Roan with record-breaking crowds at Lollapalooza further illustrate this mainstream presence.

Given the heightened visibility and support contrasted with vocal opposition, some brands are hesitant to engage with the LGBTQ+ community, opting to ‘play it safe’ by staying silent. However, history has shown that this approach may actually be riskier. The majority of people either identify as LGBTQ+ or support the community, and this majority is steadily growing. The popularity of LGBTQ+ culture in mainstream media substantiates this. Moreover, brands that champion equality, particularly in challenging times, tend to cultivate more loyal and lasting connections with the LGBTQ+ community and their allies.

So, how should brands navigate these complex waters? Here are some foundational steps:

• Stay True to Your Brand Voice: Authenticity is key. A message that resonates with one brand may not work for another. Messages that align with your brand’s identity will be perceived as more genuine by all.
• Speak to Common Values: While the LGBTQ+ community has its unique aspects, members are also part of the broader societal fabric. Recognizing shared values can help bridge any gaps without necessitating a novel approach.
• Plan for Backlash: Some opposition is inevitable, often from a vocal minority. Have a strategy to handle backlash without alienating your target audience or retracting your support, which leads to brands seeming inauthentic to both sides of the aisle.

Market research can provide critical insights into how your brand’s actions and advertising will be perceived across different spectrums of the political landscape. At C+R Research, we understand the complexities involved and offer the expertise to help you navigate them. Whether it’s educating your team about the nuances of the LGBTQ+ community or diving deeper into understanding your LGBTQ+ consumers and prospects, we are here to ensure that your messaging and advertising are both relevant and authentic.

By leveraging comprehensive research, we can help you build robust strategies that resonate with the LGBTQ+ community and their allies, fostering long-term connections. Avoid putting your brand in future jeopardy by staying silent—embrace equality and pave the way for a promising future with a loyal customer base.

For further guidance on conducting impactful LGBTQ+ market research, get in touch with our CultureBeat team today. Let’s make your brand a beacon of authenticity and inclusivity.

Click here to read Part 3: Navigating the Hispanic Market and the Impact of Diminished DEI Initiatives.

Also, click here to read Part 1: Navigating the Nuances of Engagement with the Black Community Amid Shifting Cultural Dynamics