Brands That Fail to Show LGBTQ+ Support Risk Losing Market Share
In an era where consumer loyalty is increasingly tied to social values, the Revry-Nielsen report, "LGBTQ+ Consumers Drive Brand Loyalty in Grocery and Household Market," is an essential resource for communicators seeking to understand and engage a powerful demographic. This report reveals that LGBTQ+ consumers, who represent a rapidly growing and influential market segment, demonstrate strong loyalty to brands that visibly support their community. With over 69% of LGBTQ+ consumers more likely to try products from brands that align with their values, the implications for marketing and communication strategies are profound.
"The Revry and Nielsen study highlights the impact of reaching LGBTQ+ grocery and household items consumers in LGBTQ+ media," said Mark Tevis, Executive Vice President, Sales and Partnerships at Revry. "Brands that show their support for our community earn our loyalty and gain a competitive edge in this increasingly diverse marketplace."
For communicators, the findings offer critical insights into how inclusive advertising and genuine brand engagement in LGBTQ+ community events can significantly influence purchasing decisions. The report underscores that nearly 70% of LGBTQ+ consumers value brands that participate in community events, and 66% are more inclined to purchase from brands that feature LGBTQ+ representation in their advertising. This highlights the importance of developing targeted messaging that resonates with this audience, going beyond surface-level support to build authentic, long-lasting connections.
Furthermore, the study’s recommendation for brands to actively participate in LGBTQ+ inclusive programming and practice active listening to consumer feedback is a strategic guide for communicators. Understanding these dynamics allows brands to not only capture the attention of LGBTQ+ consumers but also to foster trust and loyalty, leading to a competitive edge in the marketplace.
For communicators, this report from Revry and Nielsen provides valuable data and actionable insights that can refine strategies, ensuring brands remain relevant and respected in an increasingly diverse and socially conscious market. By integrating these findings from the largest LBGTQ+ streaming TV network into your communication efforts, you can build stronger, more inclusive brand identities that resonate deeply with LGBTQ+ consumers. This is about understanding a market and leading in a space where authenticity and community engagement are paramount.
