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LGBT is an abbreviation for Lesbian, Gay, Bisexual, and Transgender, an umbrella term that refers to a number of sexuality and gender identity-based cultures. The LGBT audience has buying power much greater than its population size, partly due to an over-representation of households with dual incomes and no kids. It is not a homogeneous audience so may require communication tailored to particular subgroups. One approach is ‘inclusion-based marketing’ - being intentionally inclusive of LGBT audiences in mainstream marketing.

Key Reading

Important papers from across the WARC database

Practical tips, examples and recommended reading on reaching the LGBT community.
This US study by Nielsen examines the shopping habits and buying power of LGBT households.
An Advertising Research Foundation overview of recent research and debate for LGBT marketing.
The steps that Johnson & Johnson and Allstate Insurance are taking to engage LGBT communities.
How PFLAG, a US charity, used mobile to raise funds for the families of vulnerable LGBT youth.

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