A Portrait of America s Lesbian, Gay, Bisexual & Transgender People

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1 A Portrait of America s Lesbian, Gay, Bisexual & Transgender People

2 photo credit: Henry M. Diaz (flickr)

3 AUTHOR OF THE FIRST U.S. BUSINESS BOOK ON MARKETING TO LGBT CONSUMERS. SINCE 1993 LGBT STRATEGIC COUNSEL TO: The world s largest retailer - Walmart The nation s largest cable and media conglomerate - Comcast The world s 3rd largest hotel company - Marriott The world s 4th largest airline American Airlines Made history by helping launch America s first LGBT dedicated cable network (2005) LOGO Television First LGBT communications experts retained by the U.S. Census to implement LGBT education and outreach 2010 U.S. Census The preeminent gay marketing and consulting firm. NGLCC-certified supplier since 2004 NGLCC-Wells Fargo 2006 LGBT Business Owners of the Year and proud member of IGLTA December 11, 2006

4 Sources: Harris Interactive/Witeck market research studies , as well as MarketResearch.com buying power analysis 2011 Snapshot of LGBT DEMOGRAPHICS

5 OVER 16 MILLION ADULTS (individuals over 18 years of age) Based on market research tracking projections

6 LGBT adults make up roughly 6-7%* of U.S. adult population. *some estimates put at 4-5% of population, while others at higher range.

7 AN ESTIMATED 19 MILLION AMERICANS {8.2%} report they have engaged in same-sex sexual behavior. The Williams Institute, April 2011

8 AN ESTIMATED 26 MILLION AMERICANS {11%} acknowledge at least some same-sex attraction. The Williams Institute, April 2011

9 YOUNGER Diverse Tend to skew younger given issues of the closet, and the lowering age of coming out and self-identification LGBT Americans mirror the country s racial and ethnic diversity

10 NON-WHITE INDIVIDUALS IN SAME-SEX COUPLES MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight The Williams Institute Same-Sex & Different-Sex Couples in the ACS:

11 12% 13% 17% 7% 19% 7% 13% 8% 76% 73% 65% 65% Same-sex couples Different-sex married couples Same-sex couples Different-sex married couples All Raising Children White African-American Latino/a Am Ind/AK Native Asian/Nat HI/Pac Isl Other Source: U.S. Census American Community Survey 2008 LGBT Demographics (Racial/Ethnic Traits)

12 YOUNGER Tend to skew younger given issues of the closet, and the lowering age of coming out and self-identification

13 12 MEDIAN AGE of those who say they now know for sure that they are LGBT MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight 17 Pew Research Center A Survey of LGBT Americans, June 2013

14 Same-Sex Couples Different-Sex Couples RAISING CHILDREN UNDER AGE 18 MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight The Williams Institute Same-Sex & Different-Sex Couples in the ACS:

15 4 out of 5 gay and lesbian adults consider themselves out or open to someone else

16 GAY M E N L E S B I A N B I S E X U A L S THE IMPORTANT PEOPLE IN THEIR LIVES KNOW OF THEIR SEXUAL ORIENTATION MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight Pew Research Center A Survey of LGBT Americans, June 2013

17 Roughly 3 of 4 of BISEXUAL respondents to the Pew Research survey are WOMEN. By contrast, GAY MEN outnumber LESBIANS by about 2-to-1 among survey respondents. BISEXUALS are far more likely than either gay men or lesbians to be married, in part because a large majority of those in COMMITTED RELATIONSHIPS have partners of the OPPOSITE SEX and thus are able to MARRY LEGALLY. MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight Pew Research Center A Survey of LGBT Americans, June 2013

18 LGBT Geography (Where Gay Couples Live)

19 Over 40% of the US population lives in a state that either has the freedom to marry for gay couples or honors out-of-state marriages of gay couples. 41% live in a state with either marriage or a broad legal status such as civil union. 43% of the US population (over 100 million Americans) live in a state which provides some form of protections for gay couples.

20 U.S. BUYING POWER ESTIMATED FOR 2013 $834 BILLION BUYING POWER REFLECTS CROSS-SECTION OF LGBT AMERICAN ADULTS

21 BUYING POWER LGBT ADULTS {51%} say they have not bought a product or service because the company that provides it is not supportive of LGBT rights. {49%} says they have specifically bought a product or service because the company is supportive of LGBT rights. MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight Pew Research Center A Survey of LGBT Americans, June 2013

22 GAY MEN IN THE LABOR FORCE 1,000 DIFFERENCE IN MEDIAN INCOME IN ,000 DIFFERENCE IN MEDIAN INCOME IN 2005 GAY MEN make less, but the GAP in personal INCOME has NARROWED between MEN in same-sex and different -sex couples. photo credit: victor1558 (flickr) MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight The Williams Institute Same-Sex & Different-Sex Couples in the ACS:

23 WOMEN in SAME-SEX COUPLES report annual personal income HIGHER than WOMEN in DIFFERENT-SEX COUPLES. 10,000 DIFFERENCE IN MEDIAN INCOME IN ,000 LESBIANS IN THE LABOR FORCE photo credit: victor1558 (flickr) MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight DIFFERENCE IN MEDIAN INCOME IN 2011 The Williams Institute Same-Sex & Different-Sex Couples in the ACS:

24 77,000 DIFFERENT-SEX MARRIED COUPLES W/ KIDS MEDIAN HOUSEHOLD INCOME FAMILIES IN THE LABOR FORCE $10,000 THE GAP IN THE MEDIAN INCOME 67,000 SAME-SEX COUPLES W/ KIDS MEDIAN HOUSEHOLD INCOME The Williams Institute ACS analysis of 2010 Census Bureau data photo credit: Michael Verhoef (flickr)

25 90% America s 50% Specifically FAMILIES IN THE largest companies state LABOR FORCE that diversity policies and generous benefits packages are good for their corporate bottom line. state that their policies prohibiting LGBT discrimination or extending domestic partner benefits are good for business. The study is based on a review of statements issued by the top 50 Fortune 500 companies and the top 50 federal contractors when they first put these policies in place. The Williams Institute (October 2011)

26 Same-Sex Couples Different-Sex Couples ARE IN THE LABOR FORCE MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight The Williams Institute Same-Sex & Different-Sex Couples in the ACS:

27 Same-Sex Couples Different-Sex Couples HAVE A COLLEGE DEGREE MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight The Williams Institute Same-Sex & Different-Sex Couples in the ACS:

28 ENGAGMENT LGBT ADULTS {52%} have attended an LGBT pride event. {40%} have attended a rally or march in support of LGBT rights. {39%} say they belong to an LGBT organization. {31%} have donated money to politicians who support their rights. MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight Pew Research Center A Survey of LGBT Americans, June 2013

29 LGBT ADULTS GENERAL PUBLIC HAVE USED A SITE SUCH AS FACEBOOK OR TWITTER MEDIAN AGE at which lesbian, gay and bisexual adults first felt they might be something other than heterosexual or straight Pew Research Center A Survey of LGBT Americans, June 2013

30 BRAND LOYALTY 78% of LGBT people are extremely likely or very likely to consider brands that are known to provide equal workplace benefits for their employees, including LGBT workers. 70% of LGBT people are likely to consider brands that support nonprofits/causes important to LGBT consumers. 69% of LGBT people say their purchases would be influenced by a buyer s guide that shows companies with positive workplace policies towards LGBT employees. 47% of L/G people say they would be very likely to remain loyal to a brand they believe to be very friendly and supportive even if costs more or less convenient. Source: Harris Interactive/Witeck survey datasets.

31 What LGBT Trends Matter Most to Key West Tourism and Business? Higher propensity to spend on travel and entertainment. Yet, more destinations and travel options competing for LGBT dollar. Marriage trends are accelerating, family and kids growing. Wedding and honeymoon destinations highlight many more campaigns. Younger LGBT consumers no longer imagine leisure travel defined by gay-centric culture (such as Key West or Provincetown).

32 Playing to Key West Strengths Historic and pioneering gay hospitality. Key West has always been a welcoming and familiar home for gay people. Leadership in eco-tourism and marine/sea/land protections. Gays and lesbians benchmark higher support and advocacy for environmental protections and policies. Welcoming multicultural and funky mindset. Many gays and lesbians seek a richer variety of diversity and ethnic communities. Youthfulness is a state of mind. Even as LGBT population ages, Key West captures and recaptures youthful outlook, with possibilities for everyone.

33 photo credit: Chuck Coke (flickr)

34 THANK YOU! For more information, please contact: BOB WITECK President Witeck Communications, Inc. Washington D.C

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