FROM ASK RESEARCH SERVICE

Marketing to the LGBTQ+ Community

By Josch Chodakowsky, Joanna Fragopoulos    June 4, 2026    

Reaching any audience authentically is always going to be a challenge in a fast-paced environment. For LGBTQ+ consumers, this is especially crucial — as this demographic has been historically underrepresented (if at all) and/or stereotyped in mainstream media.

Of course, many brands have positive intentions when marketing to the LGBTQ+ community, but may have concerns about creating meaningful ads and conversations; ANA's "LGBTQ+ Marketing Inclusion Report" addressed this issue, citing several concerns, including "navigating brand-safe environments (39 percent) and consumer resistance (39 percent)," as well as the fact that only 34 percent of marketers "include LGBTQ+-targeted media in their marketing."

This demographic, according to the report, comprises of approximately 7.2 percent of U.S. adults, and 17 percent of adults under 30 identify as LGBTQ+; further, the spending power of this group is approximately "$1.4 trillion in the U.S. and $4.7 trillion globally," according to GLAAD. These numbers highlight the need to better understand this demographic, which includes their needs and wants. This goal can be accomplished through strategic research, hiring and retention, and partnership practices, as well as creating education and support systems.

Creating and fostering inclusive messaging isn't just about the external ads; it starts with internal work as well, whether with LGBTQ+ partners, influencers, and internal employees to understand trends — and thus, create compelling, authentic, and sincere discourse.

GLAAD also noted at an ANA event that 90 percent of Americans believe it's "important to feature LGBTQ+ people in ads" and "72 percent of non-LGBTQ+ Americans say brands showcasing LGBTQ+ inclusion treat their employees with respect." Additionally, GLAAD also reported that "Americans are up to seven times more likely to want to work for brands who publicly support expanding and protecting LGBTQ+ rights." These findings illustrate that consumers prefer to support brands that align with their values.

The report included recommendations, stating that companies need to "transcend marketing campaigns. It necessitates a holistic approach, encompassing pronounced support for LGBTQ+ rights, thoughtful media selection, and fostering an inclusive corporate culture. For instance, the pronounced use of personal pronouns and the support of LGBTQ+ employee resource groups are steps toward creating a nurturing workplace. Yet, the survey also reveals a concerning trend of perceived support erosion, highlighting the need for sustained and genuine efforts in supporting the LGBTQ+ community."

Further, SAMA (formerly AIMM) stressed the importance being truly inclusive at every level, identifying several significant challenges and subsequent actions to combat them as a way to foster inclusivity dynamically and authentically, such as investing for the long-term, leading with actions and mainstreaming, and working with research partners who are knowledgeable about working across segments.

Graham Nolan, co-chair, storytelling and partnerships at Do the WeRQ, succinctly put it best at an ANA event, stating simply, "If people have values but don't have an investment to tie them to, it doesn't mean anything. Integrity is doing what you say you'll do. If you don't have an action linked to a value, then you don't have a value."

Below are resources on LGBTQ+ consumers below. For more information on LGBTQ+ in advertising, marketers can visit ANA's SAMA, ANA's Inclusivity hub, or ANA's Supplier Diversity page.

Best Practices and Trends

Below are the latest resources on trends and best practices for marketing better to the LGBTQ+ community.

Supporting the LGBTQ+ Community: Challenges and Solutions for Brands (ANA, January 2026). During a session held at a December 11, 2025 meeting of the ANA's LGBTQ+ Inclusive Marketing Committee, attendees had obstacles to brands' LGBTQ+ allyship illuminated by Graham Nolan, co-chair, storytelling and partnerships at Do the WeRQ; Mark Tevis, EVP, sales and partnerships at Revry; and Suresh Raj, chief growth officer at M+C Saatchi North America. The panel also offered ideas for how to overcome those challenges.

June Is LGBTQ+ Pride Month (Multicultural Marketing News, June 2026). This collects several articles and reports surrounding LGBTQ+ marketing trends.

Beyond Pride: How to Turn LGBTQ Allies into Year-Round Brand Champions (MRI-Simmons, June 2025). According to MRI-Simmons' 2025 LGBTQ and Gender Identity Study, most American adults, 56 percent, support the LGBTQ community. Among women, that number rises to 64 percent, while 63 percent of gen Z express support. Notably, 1 in 5 adults identify as LGBTQ+ allies or activists working to make a positive change. These allies are not just passive supporters, they are active participants in shaping a more inclusive society, and they are ready to put their money where their values are. LGBTQ+ allies are a desirable audience that brands and marketers should be targeting not just during Pride, but all year long.

Reconnecting with LGBTQ+ Audiences (Nielsen, June 2025). There's a notable desire among LGBTQ+ communities for accurate and authentic representation in the media content and advertising they engage with. Nielsen data shows a clear picture; a substantial 63 percent of LGBTQ+ audiences in the U.S. feel misrepresented across media. On top of that, 60 percent of these audiences say they want more representation when consuming content. These responses signal a strong disconnect between media coverage and lived experiences among queer communities.

Understanding these needs leaves the opportunity wide open for savvy marketers to expand their reputation to unlock new consumer pathways and long-term brand loyalty from LGBTQ+ audiences. In fact, Nielsen's Annual Marketing Report indicated that building upper-funnel brand awareness was the top-ranking priority among North American marketers, and 56 percent indicated they use brand equity to determine brand health (higher than any other metric).

Earning LGBTQ+ Loyalty: How Brands Can Build Authentic Pride Engagement (ANA, June 2025). LGBTQ+ consumers are looking for brands to be inclusive within their messaging for longer than the month of June. LGBTQ+ Americans want meaningful recognition and commitment. A report from Collage reveals that LGBTQ+ consumers seek substance and sincerity from brands. At the heart of this expectation lies a strong desire for year-round advocacy and culturally informed engagement.

LGBTQ+ Money Survey: Attitudes, Challenges and Opportunities (Experian, June 2025). The LGBTQ+ community continues to face unique societal and financial challenges that can hinder achieving their goals compared with the non-LGBTQ+ population. To better understand the financial standing and challenges of the LGBTQ+ community, Experian surveyed U.S. consumers about saving and spending habits as well as what discrimination they have experienced.

Compared with 2024's survey results, more members of the LGBTQ+ community say they feel good about their savings (39 percent) and fewer respondents said they have spending habits they'd like to change (53 percent). More than half of the respondents report experiencing discrimination because of their status as members of the LGBTQ+ community.

The New Rules of Reach: How Speakeasy Marketing Is Reshaping Inclusive Brand Engagement (ANA, May 2025). During a session at a May 2025 ANA LGBTQ+ Inclusive Marketing Committee meeting, Target 10 explained "speakeasy marketing" and best practices for embedded inclusive marketing.

GLAAD: LGBTQ+ Community and Inclusion Update (ANA, March 2025). Meghan Bartley, senior director of agencies, brands, and engagement at GLAAD Media Institute, provided an update from GLAAD on the state of the industry along with the latest on legislative issues and consumer behavior. Sample findings:

Growing Number of People Identify as LGBTQ+ (ANA, February 2025). There are more people in the U.S. who identify as LGBTQ+. Nearly 10 percent of U.S. adults identify as LGBTQ+, according to a Gallup poll of more than 14,000 U.S. adults released earlier this week. That's up from 7.6 percent in 2023. Longer term, the figure has nearly doubled since 2020 and is up from 3.5 percent in 2012, when Gallup first measured it.

Unlocking LGBTQ+ Loyalty in the Grocery and Household Verticals (ANA, September 2024). Research from Nielsen and Revry highlights the powerful influence of inclusive advertising on the LGBTQ+ community. This report examines the purchasing behavior, brand loyalty, and perceptions of LGBTQ+ consumers in the grocery and household verticals, comparing brands that are viewed as allies and those that are not. Also see Loyalty Unlocked: LGBTQ+ Streaming Audience Insights, Powered by Nielsen.

List of LGBTQ+ Media Outlets (ANA, August 2024). The 2024 ANA LGBTQ+ Marketing Inclusion Report revealed that only 34 percent of advertisers who engage in inclusive marketing utilize LGBTQ+-targeted media. This presents a significant opportunity for brands to authentically connect with the LGBTQ+ community and amplify their message. To facilitate meaningful engagement, we've compiled a list of U.S. LGBTQ+ media outlets, including periodicals, radio stations, and streaming services that offer advertising. This list serves as a valuable resource for advertisers seeking to diversify their media strategies and reach a wider audience within the LGBTQ+ community.

LGBTQ+ Marketing Inclusion Survey Unveils Transformative Insights (ANA, March 2024). This LGBTQ+ Marketing Inclusion Survey offers a comprehensive view into the state of LGBTQ+ inclusion in advertising. With 55 percent of advertisers engaging in LGBTQ+-inclusive marketing, the survey and report highlight a significant shift towards inclusivity. This approach has led to a 97 percent acknowledgment among advertisers of the positive impact inclusivity has on brand perception. However, the journey to fully inclusive advertising faces challenges. Navigating brand-safe environments and addressing consumer resistance are notable concerns.

Best Practices for LGBTQ+ Marketing Inclusion: Internally and Externally (ANA, April 2024). The LGBTQ+ Marketing Inclusion Survey offers a comprehensive view into the state of LGBTQ+ inclusion in advertising. While the survey shows a significant shift toward inclusivity, the industry still faces some challenges. In this POV with Greg Wright, VP of committees and conferences at the ANA, learn what some of those challenges are and steps your organization can take to overcome them.

Virtual Diversity Fair: LGBTQ+ Owned Companies (ANA, October 2024). The imperative to diversify the marketing supply chain comes with the challenge of identifying appropriate resources, including media outlets, agency partners, and other marketing solution providers. To meet that need, the ANA has curated a list of certified diverse suppliers; additions to this list are being made regularly and we always welcome your suggestions.

Findings from ANA/AIMM's LGBTQ+ Inclusivity Perceptions Study (ANA, September 2023). ANA/AIMM released a study that covers the U.S. perception of inclusivity in advertising, particular to LGBTQ, and assesses consumers' expectations of brands. In this session, ANA/AIMM shared the results of the survey and what it means for brands.

The NGLCC Outlines the Critical Role LGBTQ Supplier Diversity Plays in Brand Growth (ANA, February 2026). This ANA LGBTQ+ Inclusive Marketing Committee Meeting focused on supplier diversity and the economic impact of LGBTQ‑owned businesses, with particular emphasis on how inclusive procurement and strategic partnerships drive measurable growth, innovation, and long‑term value across supply chains.

Examples

Below are examples for marketing more effectively to the LGBTQ+ community.

Building Authentic LGBTQ+ Representation Through Brand-Building (ANA, January 2026). Eyebuydirect believes individuality is a superpower — and authentic representation begins with visibility. The company discussed how the digital-first eyewear brand has turned purpose into practice through ongoing support for the LGBTQ+ community. From its partnership with The Trevor Project to data-driven campaigns and influencer collaborations, Eyebuydirect continues to empower people to see themselves — and be seen — with confidence, pride, and authenticity.

It Gets Better Launches Award-Winning Tool for Queer Youth Dialogue (ANA, November 2025). It Gets Better launched "Perfectly Queer," a gamified conversation guide designed to help multicultural LGBTQ+ youth, and their families break cultural silence around identity and sexual health. By blending education, empathy, and play, the campaign created safe spaces for dialogue and connection, driving strong engagement, donations, and demand for a second product run.

How Lush Reinforced Its LGBTQ+ Leadership Through the Late Bloomer Campaign (ANA, October 2025). Lush partnered with trans advocate and content creator Dylan Mulvaney to launch The Late Bloomer, a limited-edition bath bomb inspired by her memoir Paper Doll: Confessions of a Late Bloomer. The campaign celebrated trans joy and self-discovery while driving awareness, engagement, and donations for trans-led organizations. Through a mix of digital activations, influencer collaborations, and in-store storytelling, Lush turned purpose into performance — selling out thousands of products, generating more than 300 million media impressions, and reaffirming its role as an authentic and action-driven ally to the LGBTQ+ community.

Visit Philadelphia Sets Guinness World Record with Drag Queen Story Time Celebrating Freedom and Inclusion (ANA, October 2025). Visit Philadelphia sponsored a Guinness World Records title attempt for the largest attendance at a Drag Queen Story Time to reinforce the city's brand as the most inclusive and welcoming destination in the U.S. — especially for LGBTQ+ travelers and allies.

Betsey Johnson Pairs Brand Purpose with LGBTQ+ Pride (ANA, September 2025). During a session at a September 2025 ANA LGBTQ+ Inclusive Marketing Committee meeting, Betsey Johnson discussed pairing its brand purpose with LGBTQ+ Pride.

A Mountain of Pride: Crafting the Soundtrack of LGTBQ+ Representation on Paramount+ (ANA, March 2025). Paramount Global has a long history of important LGTBQ+ representation as well as supporting the queer community. With the launch of Paramount + we carved out our own niche in how we wanted to celebrate Pride... and that was with a soundtrack! Over the years, we've cut a variety of music-driven creative, always using queer artists. But as anyone will tell you when you start making music videos, that has its own set of challenges to overcome.

Committees

Below is an ANA committee dedicated to LGTBQ+ marketing.

LGBTQ+ Inclusive Marketing Committee (ANA). The LGBTQ+ Inclusive Marketing Committee provides a platform for marketing professionals to connect, learn, and share best practices related to driving business growth through inclusive marketing strategies that authentically reach and resonate with LGBTQ+ consumers. The committee aims to foster a collaborative environment where marketers can stay informed on the latest trends, research, and effective strategies for engaging with LGBTQ+ audiences and creating more inclusive marketing.

Last updated June 2026.