The percentage of US adults self-identifying as lesbian, gay, bisexual, or transgender doubled from 2012 to 2021. To cultivate LGBT+ employees and customers, companies need to recognize the nuances of LGBT+ identity and social issues.

PepsiCo’s Bubly comes out to honor LGBTQ+ community: The brand’s Pride Month campaign includes financial support for safe venues.

Apple is taking a stand against anti-LGBTQ+ policies: the tech giant is taking a stance popular with its employees—and an increasing number of consumers.

“A lot of brands are super performative and care about the queer community in June when they can commercialize it,” says Couplet CEO and founder Gefen Skolnick. “Couplet Coffee is queer every day. Brands put out merch products that clearly someone queer was not part of creating, and it feels like low-hanging fruit for brands to say they’ve done something in their marketing calendar for Pride.

The results for nonbinary people are positive as well. Analyst insight: “The metaverse can turn into an intolerant space just as in the physical world, if not more so,” says senior analyst Jingqiu Ren. “The recent report of a female researcher’s avatar being abused in the metaverse should remind companies to advocate for better virtual community standards and protection.

Gen Zers are more likely than older generations to identify as LGBT and to know and be accepting of LGBT individuals. Among Gen Z adults (ages 19 to 24), 15.9% identified as part of the LGBT community (Gallup). Among those who identified as LGBT, 11.5% identified as bisexual, 2.1% identified as gay, 1.4% identified as lesbian, and 1.8% identified as transgender (Gallup).

GS: A lot of brands are super performative and care about the queer community in June when they can commercialize it, but Couplet Coffee is queer every day. Brands put out merch products that clearly someone queer was not part of creating, and it feels like low-hanging fruit for brands to say they’ve done something in their marketing calendar for Pride.

Many of those laid off from Tudum were queer or non-white employees, prompting jokes and accusations of discrimination. Meanwhile, some tech companies are desperate to prevent resignations. In a plan to retain talent and compete with Amazon, Microsoft has promised to bump up employee compensation.

Rowling’s anti-trans stances have affected the marketing of some Wizarding World projects: The upcoming video game Hogwarts Legacy carefully distanced itself from Rowling after discussion of boycotts swirled on social media. All these controversies have created a branding crisis for the Wizarding World not unlike the one Disney is facing in Florida over the “Don’t Say Gay” bill.

Disney’s recent controversy surrounding Florida’s “Don’t Say Gay” bill has also spooked companies about the potential consequences—internally and politically—of taking stances on hot-button issues. Public relations firm Zeno, whose clients include many large brands and companies such as Starbucks, Coca-Cola, and Netflix, has encouraged companies to avoid taking a stance, per newsletter Poplar Info.

Many of those laid off from Tudum were queer or non-white employees, prompting jokes and accusations of discrimination. One former Tudum employee said he was mistakenly re-offered a job only to be notified the offer was intended for someone else with the same first name. Netflix has also struggled to produce originals that make a splash with viewers or can be rolled out into franchises.

Daylight is geared toward the LGBTQ+ community. Kinley and Greenwood serve Black Americans. Deloitte concludes that as consumers continue to seek out products and services that better reflect their identity and affinities, incumbent banks risk losing up to 10% of market share to the flourishing affinity market if they don't take proactive steps to seriously serve underrepresented groups.

Segment-specific financial providers, such as Daylight, which targets LGBTQ+ consumers, are expected to proliferate next year. We also foresee mainstream providers finding new ways to deliver tailored experiences to ever narrower slices of their customer bases. Banking:. We’re especially watching for providers to target the 1.7 billion global unbanked adults.

Today’s sociopolitical events have lit a fire under brands to address social injustice and diversity, equity, and inclusion (DEI) in deeper ways than they have in the past. Companies are using marketing and advertising to respond to and support discussions about systemic racism and the Black Lives Matter protests, the fight for LGBTQ rights, the #MeToo movement, the COVID-19 pandemic, and issues of immigration reform, to name a few.

Employees are increasingly willing to call out their employers: The Walt Disney Co. faced significant internal criticism in March 2022 for its silence on Florida’s so-called “Don’t Say Gay” bill. Disney reversed course and spoke out against the legislation, which has since become law.

eMarketer principal analysts Mark Dolliver and Nicole Perrin and junior analyst at Insider Intelligence Blake Droesch discuss whether TikTok will get banned or bought by someone (like Microsoft), Australia making big tech pay for media, "Prime Gaming," digital revenues exceed print at The New York Times, appealing to the LGBTQ+ community in ads, who gave America it’s most popular chocolate and more.

Her remarks didn’t jibe well with Levi's corporate brand, which is known for being progressive on topics such as LGBT rights, immigration, gun control, and voting rights.

Segment-specific financial providers, such as Daylight, which targets LGBT consumers, will proliferate next year. Mainstream providers will find new ways to deliver tailored experiences to narrower slices of their customer bases. We’re especially watching for providers to target the 1.7 billion unbanked adults worldwide.

By conservative estimates, LGBTQ+ individuals make up approximately 4.5% of the US population, but account for 8%— approximately $1 trillion—of the country’s disposable income, according to a 2020 report from Kearney.

Brands in Latin America are striving to be more inclusive, especially of groups who have been historically underrepresented, excluded, and stereotypically portrayed in advertising.