The lesbian, gay, bisexual, transgender, queer/questioning and others (LGBTQ+) community is an important part of Canada’s diverse fabric. With higher representation in urban cities, stronger spending power and active media consumption, they are a significant consumer group that must not be overlooked by forward-thinking brands.
A closer look at this consumer group reveals that the LGBTQ+ community has specific preferences and choices when it comes to lifestyle, shopping behaviour and media consumption habits. Interestingly, this varies across generations (Baby Boomers, Gen X, Millennials and Gen Z).
When it comes to media consumption patterns, the LGBTQ+ audience consumes traditional media (television, print and radio) at the same rate as the general population. However, they prefer content that is inclusive and is either centered around LGBTQ+ topics, issues or involve LGBTQ+ artists, performers, etc.
Social networking and events are very important for this consumer group. These are ways for the community to stay in touch with each other, and to celebrate and spread awareness to the larger population. Cities like Toronto have a vibrant LGBTQ nightlife, music concerts and host several annual media events such as Pride week and film festivals that celebrate LGBTQ movies from Canadian and International filmmakers. There are online apps that keep them informed about a range of regular social LGBTQ+ gatherings.
The LGBTQ+ consumers are more tech-savvy and hence more engaged with online media as compared to the general population. The most popular digital media for them are YouTube, Netflix, LGBTQ-themed websites and blogs. While Facebook, Snapchat, and messenger apps are their preferred social media consumptions channels. These consumers have active engagement on dating apps and with online influencers.
As per a Mindshare Canada study, compared to the general Canadian population, LGBTQ+ people consume an average of three more hours of digital media per week, an average of three hours more on mobile and three hours more on social.
With the growing call to accept genders beyond the binary, especially among the Millennials and Gen Z, more and more consumers want brands to celebrate their uniqueness and adequately represent them in marketing and advertising.
Research shows that brands witness 40% higher buyer’s intent and 66% increase in the willingness to recommend, when the LGBTQ+ community is openly embraced by the brands in their advertisements.
At Maple Diversity, we ensure that your brand’s communication embraces the uniqueness of this audience and reaches them effectively through the most impactful media channels, leading to a strong brand-consumer connect.
Get in touch with us for more information on how our team can help you reach your LGBTQ+ consumers.