June marks the beginning of Pride Month in a volatile environment for the LGBTQ+ community. News headlines on transgender care legislation are ongoing, and brands like Bud Light, The North Face, and Target are under scrutiny for their LGBTQ+ marketing and subsequent messaging. Volatility or not, LGBTQ+ consumers continue to be a growing segment of the population—significantly so among Gen Z.

Nearly a Quarter of Gen Z Identifies as LGBTQ+

• According to 2022 Gallup data, close to 20% of Gen Z adults identify as lesbian, gay, bisexual, transgender, or something other than heterosexual. To put that into perspective, that’s nearly twice as high as millennials (11.2%) and significantly higher than the total US population (7.2%).
• Same-sex couples make up about 1% of married and over 5% of cohabiting households, per the 2021 US Census American Community Survey (ACS).
• These households skew more diverse: Close to a third (32.5%) of same-sex couple households were couples of different races, versus 18.4% of married opposite-sex couple households, per the ACS.