Generational Consumer Support of LGBTQ Businesses

Goals

To determine the support of consumers by generation of LGBTQ businesses in order to decide if the business should take a progressive stance and openly support the LGBTQ community.

Early Findings

General Information

  • For people in Gen X and younger, “it’s a non-issue,” Levine said. “People are growing up now without the same biases their parents might have had. It’s no big deal to them for people of the same sex to get married.”
  • GLAAD presented a study called Accelerating Acceptance 2019 that has some great insight into the topic and is recommended reading.
  • In 2017 Gallop proclaimed that for the first time, majority of Protestants support gay marriage. Support for same-sex relations had also climbed to 72%.
  • The 2017poll found that more than seven in 10 independents (71%) and Democrats (74%) support same-sex marriage.
  • Findings from the Williams Institute Generational study revealed that there were differences in the proportion of LGB people who are legally married across three cohorts: younger (ages 18-25 years), middle (34-41 years old) and older (52-59 years old). 59% of the younger cohort, 68% of the middle cohort, and 62% of the older cohort were in a relationship with a significant other who was either of the same- or different sex. Of those in a relationship, 47% of younger cohort, 62% of middle cohort, and 87% of older cohort people were in a same-sex relationship. Among people in same-sex relationships only, 6% of younger cohort, 37% of middle cohort, and 48% of older cohort people were legally married. For the entire population, regardless of relationship status, 1.5% of younger cohort, 15% of middle cohort, and 25% of older cohort people were legally married to a same-sex partner.

Silent Generation

  • 39 percent of the Silent Generation (born 1928 to 1945) are in favor of same-sex marriage.

Baby Boomers

  • 45 percent of Boomers (born 1946 to 1964) are in favor of same sex marriage.

GenX

  • 59 percent of Gen Xers (born 1965 to 1980) are in favor of same sex marriage.

Millennials

  • 70 percent of Millennials (born 1981 and later) favor same-sex marriage.
  • There has been a decline in overall comfort and acceptance of LGBTQ people from respondents ages 18-34, with allies steadily declining among this audience since 2016. Still, 63% of this age group is considered an ally to the LGBTQ community.

GenZ

  • 35 percent of Generation Z say they personally know someone who uses gender-neutral pronouns like “they” and “them,” compared to a quarter of millennials who said the same.
  • There has been a decline in overall comfort and acceptance of LGBTQ people from respondents ages 18-34, with allies steadily declining among this audience since 2016. Still, 63% of this age group is considered an ally to the LGBTQ community.
  • The youngest generation is also the most likely to say forms or online profiles that ask about a person’s gender should include options other than “man” or “woman.” Roughly six-in-ten Gen Zers (59%) hold this view, compared with half of Millennials and four-in-ten or fewer Gen Xers, Boomers and Silents. These findings seem to speak more to exposure than to viewpoint, as roughly equal shares of Gen Zers and Millennials say society should be more accepting of people who don’t identify as either a man or a woman.

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