The share of LGBTQ+ consumers in the US continues to grow each year, rising from 7.6% in 2023 to 9.3% in 2024, according to Gallup. This group wants brands to take a stand on social issues and places high importance on inclusion. Here's a guide to the who, what, why, when, and where of LGBTQ+ consumers in 2025.

The Who

The proportion of US adults who identify as LGBTQ+ increased to 9.3% in 2024 from 4.1% in 2016, according to Gallup. That number continues a steady rise from 3.5% in 2012, when Gallup began tracking the metric.