MRI-Simmons recognizes that LGBTQAI+ is a growing community and area of interest for Americans overall. As part of our focus on keeping brands, agencies, and media companies in touch with what people are thinking and why, we introduced the LGBTQ and Gender Identity Study, to help them craft their offerings and messaging in the most informed way possible.This study explores attitudes and issues around sexual orientation, sexuality, gender, gender identity, and brands and businesses that take a stand, along with content featuring these topics and the people who live them.
To help celebrate Pride Month, we’d like to share some of these insights from the first release of this study.
Support for the LGBTQ community is strong across all age ranges but is strongest among younger Americans. 81% of adults 18-24 years old are supportive of the LGBTQ community, and even 60% of adults 65+ are somewhat or very supportive.
Along these lines, a majority of Americans also support LGBTQ causes, especially those with more personal aspects, although those that are political and public also garner support from the majority.
Brands and businesses that support the LGBTQ community also find support from many Americans, though there are some that are more neutral or negative.
As with LGBTQ support, gender diversity also has support from over 2/3 of American adults, again with the younger cohorts leading the way.
Although many do support gender diversity, there is still some discomfort with the topic.
And conversations around gender diversity have support among a slight majority of Americans.
About 1 in 3 Americans are actively engaging in LGBTQ and/or gender identity topics, while another third “don’t care.”