Many brands are eager to show their support for the LGBTQIA+ community this June during Pride month. A new study from Horowitz Research suggests that it will be critical for brands to be present for the LGBTQIA+ community year-round, especially if they want to connect with the elusive Gen Z audience.
Gen Z, the approximately 67 million teens and young adults born after 1996, is growing in social, political, technological and cultural clout as they become eligible to vote, become heads of household and primary decision makers, and realize the influence they can wield through digital tools, particularly social media platforms. Beyond being the most racially and ethnically diverse American generation ever, over 1 in 4 (28%) Gen Zers self-identify as LGBTQIA+, according to the study.
Regardless of their own personal sexual orientation, Gen Zers are overwhelmingly LGBTQIA+ allies, only 18% believe that homosexuality is “wrong,” and more Gen Zers agree that “gender can exist on a spectrum” (37%) than believe that “gender is binary” (31%).