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Pink Economy Blooms: Unveiling the Economic Influence of the LGBTQ+ Community for Advertisers

June 17, 2024 3 min read
The economic impact of the LGBTQ+ Community and effective strategies for advertisers to engage and capitalize on this dynamic market segment, driving substantial revenue growth.


Pink Economy Blooms: Unveiling the Economic Influence of the LGBTQ+ Community for Advertisers

Reading Time: 3 minutes

The LGBTQ+ community is a powerful economic force, and for advertisers, ignoring this vibrant market segment is a missed opportunity. In the US alone, the LGBTQ+ community boasts a buying power exceeding $3.9 trillion, according to a 2023 study by LGBT Capital. This number is projected to keep growing, fueled by a combination of factors like rising disposable income, a higher propensity to spend on experiences, and a strong sense of community.

The Economic Influence of the LGBTQ+ Community

Growing Purchasing Power

The purchasing power of the LGBTQ+ community in the U.S. is both substantial and expanding. According to a 2023 report by the Human Rights Campaign, the estimated buying power of the LGBTQ+ community in the United States is over US$4.7 trillion. This economic clout underscores the community’s capacity to influence market trends and consumer behavior, making it a critical demographic for advertisers to consider.

Brand Loyalty and Advocacy

Pride consumers are known for their strong brand loyalty, particularly toward companies that demonstrate a commitment to diversity and inclusion. A 2023 study by the Global Pride Organization found that 76% of LGBTQ+ consumers are more likely to purchase from companies that advocate for LGBTQ+ equality adults and 69% of non-LGBTQ+ adults are more likely to support companies that offer equal workplace benefits for all employees. This indicates that inclusive practices not only attract LGBTQ+ consumers but also resonate with their allies. As a result, the impact on brand loyalty and advocacy is significantly amplified.

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Dual-Income Households

A significant part of the LGBTQ+ community falls under the DINK (Dual Income, No Kids) category. Research shows LGBTQ+ individuals, especially singles or those without children, often have higher discretionary incomes compared to heterosexual counterparts. Furthermore, this results in greater spending power on luxury goods, travel, entertainment, and other non-essentials. Additionally, a report by the Williams Institute at UCLA School of Law found that LGBTQ+ households have a median annual income of $65,000, compared to $60,000 for non-LGBTQ+ households. Advertisers targeting this demographic can benefit from their propensity to spend on premium products and experiences.

Graphical Representation of LGBTQ+, Dual income households

Why Advertisers Should Engage with the Pride?

1. Expanding Market Reach

Engaging with the Pride community allows advertisers to expand their market reach and tap into a loyal and lucrative customer base. Moreover, inclusive advertising not only attracts LGBTQ+ consumers but also appeals to allies and supporters who value diversity and inclusivity. This broader appeal can enhance a brand’s reputation and drive sales across diverse demographics.

Market in pride colors

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2. Enhancing Brand Image

Brands that support LGBTQ+ rights and representation can significantly boost their image. For instance, companies like Nike and Starbucks have successfully integrated LGBTQ+ inclusive practices and campaigns, earning praise and loyalty from the community and beyond. Consequently, this positive brand image can lead to increased consumer trust and long-term loyalty. According to New Study of P&G and GLAAD’s Reveals the Power of LGBTQ+ Inclusion in Advertising, 85% of respondents believe it reflects the company’s commitment to offering products to all types of customers and increases customer satisfaction.

Starbucks celebrating pride

3. Competitive Advantage

While the pink market is substantial, it’s not yet fully saturated with advertisers. Therefore, by crafting targeted and inclusive marketing campaigns, brands can gain a competitive edge and build a loyal customer base. Ultimately, this proactive approach positions them for long-term success in this growing market segment.

4. Higher Earning Potential of Queer

Studies show that LGBTQ+ adults tend to have higher educational attainment compared to the national average. This translates to a higher earning potential, with married same-sex couples earning an average of 10% more than heterosexual couples.

Graphical representation of LGBTQ+ Educational attainment

Empower Your Brand: Captivate the LGBTQ+ Community with VDO.AI

The pride community in the U.S. wields significant economic power, presenting a lucrative opportunity for advertisers. By partnering with VDO.AI, brands can expand their market reach, enhance their image, and boost engagement through premium ad formats like online video and interactive CTV ads. This partnership allows advertisers to connect meaningfully with target consumers and drive revenue growth. VDO.AI ensures comprehensive brand safety and suitability, with full compliance from leading measurement providers, guaranteeing a 100% brand-safe environment.

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Palak is a Marketing Associate at VDO.AI, keen to expand her knowledge and expertise in the Adtech industry.