THE $1 TRILLION BLIND SPOT Exploring the Future of Culture and Commerce with LGBTQ+

Abstract

Using a large data set for general USA population; this paper re-examines the framework for determining LGBT and the Q populations.

For years many top brands have believed the population of “Q+” or queer people, those who lay somewhere on an increasingly fluid LGBTQ spectrum, is too small to provide a worthwhile return on their investment. But they’d be wrong. A rigorous study by Hornet and Kantar — the world’s premier gay social network and the world’s leading research and data consultancy group — has unearthed truly impactful results affecting the size and power of the LGBTQ community.

Hornet previously worked with Amfar and the John Hopkins School of Public Health on estimating population sizes for gay men.

Not only are more and more people per successive generation identifying as LGBTQ+ — 31% of Centennials, 20% of Millennials and 13% of Gen Xers, compared to 8% of Boomers — which is indicative of a seismic demographic shift, but this study’s results effectively double America’s LGBTQ population. Whereas lesbians, gays, bisexuals and trans individuals make up around 7% of Americans (17 million people), “Q+” people, who often identify as heterosexual but live outside of heteronormative confines and are more aligned with LGBT people, themselves make up an additional 6% of Americans (roughly 15 million people).

While past studies have indicated the expansion of the LGBTQ community — and while Hornet had alerted advertisers to the power of the young, queer market before — never had the country’s LGBTQ population been estimated in the double-digits. It’s now apparent that our community makes up 13% of the United States. That’s huge.

That exponentially increasing population of LGBTQ people is something Sean Howell had witnessed first-hand in his work as the President of Hornet. Between 2012–2018 the app and newfound queer media company watched as genderfluidity grew from 7–17% of users. “We wanted to validate what we were seeing at Hornet and what was being reported,” he says, “so we looked at research firms and chose Kantar to really put rigor behind these numbers as well as add our own massive data points.”

Full text

APRIL 2018
THE $1 TRILLION
BLIND SPOT
Exploring the Future of Culture and
Commerce with LGBTQ+

2
What’s more, marketers seeking to capture
the hearts, minds, and market share of the
youngest generations risk alienating their
audience with an outdated understanding of
sexuality and gender. Today, sexuality exists
on a spectrum. Because Kantar Consulting
recognizes this fact, we’ve been able to
identify a population of young, fluid
individuals previously invisible to marketers.
The result is a data-driven understanding of
the LGBTQ+ community that dispenses with
the falsehood that this group is too small or
too “other” to provide any worthwhile return.
DON’T
CALL US
NICHE
LGBT buying power totaled
nearly $1 trillion in 2016—nearly
on par with African-American or
Hispanic consumers. But LGBT-
targeted ad revenue remains a
fraction of the totals associated
with other minority groups.

3
The adult LGBTQ+ population is larger than most marketers realize
Kantar Consulting 2017 U.S. MONITOR,
U.S. Census
32M
18+ U.S. CONSUMERS
13%
OF THE 18+ U.S. POP
Traditional business write-ups (citing hopelessly outdated methodologies)
give the impression that the LGBTQ+ market is vanishingly small. On the
contrary, Kantar Consulting has found an LGBTQ+ community well above
10% of the adult population. This group features millions of individuals
traditionally—and mistakenly—categorized as straight simply because no
one bothered to ask the right questions.

4
The growing visibility of the LGBT population in culture hasn’t yet registered in commerce. This
is a major strategic failure—especially given Kantar Consulting’s groundbreaking discovery of a
segment that effectively doubles the non-straight population. Members of this group, which we
call Q+, list their orientation as “heterosexual,” but—in terms of sexual attraction, behavior, and
personally held identity—they live outside of strict heteronormative confines. Importantly, we find
this group’s attitudes, behaviors, and consumption patterns (the ABCs) more closely aligned with
the LGBT community than with the straight population where they’re often misplaced.
LGBTQ+: A segment hiding in plain sight
Kantar Consulting 2017 U.S. MONITOR (Sample 18+), U.S. Census
Q+
LGBT
17M
7%
15M
6%
Adult LGBTQ+ Population
32M
13%

5
LGBTQ+ skews heavily younger
Kantar Consulting 2017 U.S. MONITOR (Sample 18+)
8% 13% 20%
31%
92% 87% 80%
69%
Boomers
Xers
Millennials
Centennials
LGBTQ+
Exclusively Straight
Sexuality by generation
SAMPLE (18+) CAPTURES A NARROW
BAND OF CENTENNIALS, BUT KANTAR
CONSULTING BELIEVES THE TREND
TOWARD YOUTH FLUIDITY IS ONLY
INTENSIFYING. THE PROPORTION OF
LGBTQ+ AMERICANS IS LIKELY TO
INCREASE AS MORE CENTENNIALS AGE
INTO OUR ADULT SAMPLE.
A transformational demographic shift is being driven by young consumers. Brands and
businesses looking to communicate with the future of the marketplace must engage these
individuals on their own terms.
(born 1946-1964) (born 1965-1978) (born 1979-1996) (born 1997 onward; aka Gen Z)

6
Fluidity and youth: More young LGBTQ+ reject binary identities
-33% -29%
-16% -10%
67% 71%
84% 90%
Xers
Centennials
Fluid
Bisexual/Q+
Non-fluid
Lesbian/Gay
Boomers
Millennials
Generations by Sexual Fluidity
Just as we see an increase in the proportion of LGBTQ+ population, we also see a youthful
population that won’t be pigeonholed into a single restrictive identity.
Kantar Consulting 2017 U.S. MONITOR (Sample 18+)

7
LESBIAN GAY BISEXUAL Q+ EXCLUSIVELY
STRAIGHT
AGE (MEAN)* 40 43 37 37 49
ETHNICITY
EDUCATION
PARENTAL STATUS
(HAVE KIDS)
LOCATION
Meet the segments: Key Demographics
66%
12%
16
%
6%
66%
11%
17%
5%
62%
11%
17
%
8
%
57%
10
%
24%
8%
67
%
12%
14%
6%
32%
29%
21%
11%
42% 15% 52% 60% 70%
Kantar Consulting U.S. MONITOR (Uses 2015-2017 as base, *Sample 18+)
33%
46%
21%
37%
45%
18%
31%
29%
21%
12%
37
%
29%
19
%
9%
39%
21%
22
%
12
%
37
%
22%
22%
10%
29%
48%
23%
37%
45%
19%
27%
49%
24%
Sample size precludes an in-depth examination of transgender segment
Non-Hispanic White
African American
Hispanic/Latino
Asian
High school or less
Some college
College degree
Advanced degree
Urban
Suburban
Rural

8
28%
69%
49%
43%
19%
55%
39%
30%
Stayed in something other than a
traditional hotel room (e.g. Airbnb)
I'm usually one of the first people in
my group of friends to accept or try
new things
I believe I'll become rich in my lifetime
I like to buy brands that show others
that I'm successful
Exclusively Straight
LGBTQ+
Kantar Consulting 2017 U.S. MONITOR (Sample 18+)
Early Adopters
Pursuing the good life
Pursuing the
good life
Early adopters
Members of this group are brand-engaged, influential early adopters. LGBTQ+ over-index across a
variety of consumption metrics.
A missed marketing opportunity with consummate consumers

9
But brands may have a discrimination problem
*among those who experienced discrimination in the past year
EXPERIENCED DISCRIMINATION IN THE
PAST YEAR (VS. 20% EXCLUSIVELY
STRAIGHT)
39%
OF LGBTQ+
40%
33% 32%
24%
On social media At work/school While shopping Applying for a job
Places where LGBTQ+
experienced discrimination*
Two-thirds of LGBTQ+ consumers say they’re frustrated by brands
that treat people like them as an afterthought. So it should be doubly
troubling that many of the places LGBTQ+ community members say
they experience discrimination have direct links to brands.
Kantar Consulting 2017 U.S. MONITOR (Sample 18+)

10
Intersectionality: A discrimination force multiplier
Hispanic
Asian
American
Women
People
with
Disabilities
African
American
LGBTQ+
When considering how discrimination impacts LGBTQ+ Americans, brands should remember that these
consumers aren’t solely defined by orientation or gender identity. They’re also members of other
communities—with all the texture and tension this entails. Exclusion often feels more acute for intersectional
LGBTQ+ individuals.

11
54%
47%
42%
39%
I am often in situations where I feel I need to suppress
how I express my African American/Asian
American/Hispanic identity
African American
Asian American
Hispanic
LGBTQ+ of Color
Fighting a two-front battle
Kantar Consulting 2017 U.S. MONITOR (Sample 18+ African Americans, Asian Americans, Hispanics)
Thanks to the compounding effects of race, gender and ability, LGBTQ+ individuals who also
belong to other marginalized groups report experiencing great pressure to conform or
suppress their identities. Understanding this group means knowing how the LGBTQ+
experience manifests across a variety of demographics.

12
46%
16%
43%
28%
16%
6%
Education
Highschool or less
Some College
Bachelor's degree
Advanced degree
6%
16%
26%
49%
Lesbian
Gay
Bisexual
Q+
35
Mean Age
30 50
Multigeneration
al Households
Have Kids
33%13%
9%
44%
Marital Status
Married
Unmarried couple living together Divorced/separated/widowed
Never married
19%44%
36%
Location
Rural
Suburban
Urban
LGBQ+ African Americans
Kantar Consulting 2015-2017 U.S. MONITOR (Sample 18+)

13
LGBQ+ Asian Americans
41%
12%
4%
11%
25%
57%
Lesbian
Gay
Bisexual
Q+
40
11%53%
36
%
Location
Rural
Suburban
Urban
Kantar Consulting 2015-2017 U.S. MONITOR (Sample 18+)
5
35
30 50
17%
19%
37
%
25
%
Education
Highschool or less
Some College
Bachelor's degree
Advanced degree
45%11%
5
%
39
%
Marital Status
Married
Unmarried couple living together Divorced/separated/widowed
Never married
Mean Age
Multigeneration
al Households
Have Kids

14
3%
13%
20%
63%
Lesbian
Gay
Bisexual
Q+
LGBQ+ Latinx
51%
23%
14%39%
46%
Location
Rural
Suburban
Urban
Kantar Consulting 2015-2017 U.S. MONITOR (Sample 18+)
34
30 50
55%
23
%
11%
6%
Education
Highschool or less
Some College
Bachelor's degree
Advanced degree
39%15%
5
%
40
%
Marital Status
Married
Unmarried couple living together Divorced/separated/widowed
Never married
Mean Age
Multigeneration
al Households
Have Kids

15
LGBQ+ People with disabilities
55%
26%
7%
14%
27%
50%
Lesbian
Gay
Bisexual
Q+
40
25%38%
37
%
Location
Rural
Suburban
Urban
Kantar Consulting 2015-2017 U.S. MONITOR (Sample 18+)
38
30 50
40%
25%
18%
10%
Education
Highschool or less
Some College
Bachelor's degree
Advanced degree
44%9%
13%
34
%
Marital Status
Married
Unmarried couple living together Divorced/separated/widowed
Never married
Mean Age
Multigeneration
al Households
Have Kids

16
10%
26%
61%
Lesbian
Bisexual
Q+
LBQ+ Women
55%
14%
21%47%
32%
Location
Rural
Suburban
Urban
Kantar Consulting 2015-2017 U.S. MONITOR (Sample 18+)
37
30 50
40%
25%
19%
9%
Education
Highschool or less
Some College
Bachelor's degree
Advanced degree
44%15%
14%
28
%
Marital Status
Married
Unmarried couple living together Divorced/separated/widowed
Never married
Mean Age
Multigeneration
al Households
Have Kids

17
28%
23%
48%
Gay
Bisexual
Q+
GBQ+ Men
Kantar Consulting 2015-2017 U.S. MONITOR (Sample 18+)
46%
15%
40
19%43%
38%
Location
Rural
Suburban
Urban
40
30 50
34%
23%
22%
14%
Education
Highschool or less
Some College
Bachelor's degree
Advanced degree
43%11%
8%
39
%
Marital Status
Married
Unmarried couple living together Divorced/separated/widowed
Never married
Mean Age
Multigeneration
al Households
Have Kids

18
6%
18%
24%
50%
Lesbian
Gay
Bisexual
Q+
LGBQ+ Non-Hispanic White
Kantar Consulting 2015-2017 U.S. MONITOR (Sample 18+)
51%
12%
23%47%
30
%
Location
Rural
Suburban
Urban
41
30 50
33%
25%
23
%
12
%
Education
Highschool or less
Some College
Bachelor's degree
Advanced degree
45%12%
14%
24
%
Marital Status
Married
Unmarried couple living together Divorced/separated/widowed
Never married
Mean Age
Multigeneration
al Households
Have Kids

19
HORNET is the go-to digital home for LGBT and Q+ Centennials
seeking more meaningful connections and a sense of community. With
25 million members—including nine million added in 2018—this
coveted demographic comprises a growing majority of our global user
base.
Marketers increasingly understand the importance of targeting LGBT,
but this new research uncovers a seismic trend in the community’s
expansion toward the larger Q+ segment. This trend is evidenced by
Hornet itself and our 25 million proof points—as one of the single
largest vertical media companies equipped to reach, empower and
inspire this young and fluid population.
H O R N E T . C O M

20
“Our latest research with The Harris Poll shows that an
estimated 20% of Millennials identify as LGBTQ and this
has opened the door for the generation after them to be
even more visible and vocal about who they are.”
"The fluency with which young people speak about gender
and sexuality is so much more evolved."
Greg Berlanti
“81 percent (of Generation Z) said that gender doesn't
define a person as much as it used to."
“Fluidity is quickly becoming a new, and acceptable, normal
in the queer community…Attraction is attraction and it
doesn’t wear a label.”
“But if one thing's clear -the oldest of Gen Z—today's
13-to 20-year-olds—are, queer as f+#k. “
“Generation Z’s approach to gender and sexuality is
indeed revolutionary-”
“You don’t have to label your sexuality; so many kids
these days are not labeling their sexuality and I think
that’s so cool.”
Shepherd Laughlin
the director of trendspotting
at J. Walter Thompson
Centennials:
The New Cultural Conversation
Lily-Rose Depp
Johnny Depp’s 18-year-old daughter

21
Hornet Stories: At the Center of the Conversation
Our editorial team has been reporting on this trend from around the globe
Ta ke N ot e, A dv er ti se rs:
Most of Generation Z
Doesn’t Identify as Straight
New YA Film ‘Every Day’ Honors the Younger
Generation’s More Fluid Approach to Love
An Adorable Filipino Ad Shows Gender
Doesn’t Matter When It Comes to
Fragrances or Love
New RPG ‘Pyre’ Is One of the Few Video
Games That Lets You Be Gender-Neutral
All Canadians Are Now Represented by
These New Gender-Neutral Lyrics to ‘O
Canada’
This Queer Artist Reimagines Gigi Hadid &
Zayn Malik as the Gender Fluid Couple They
Never Were

22
Hornet: The Partner & Portal
to Centennial Marketing
Since 2012, the Q+ portion of Hornet’s user base
has nearly tripled.
7.1%
19%
2012
2018
Q+ users
Q+ users

23
LGBTQ+ represents a seismic demographic shift
among the young- with large and lasting
implications for the future of culture and commerce.
Brands must start engaging these consumers now-
and do so on their own terms.
Hornet is uniquely capable and committed to
partnering with brands in this exciting and crucial
marketing shift.
H O R N E T . C O M

APPENDIX

25
12345678
Straight Equally
Both
Gay /
Lesbian
Prefer Not
To Say
Appendix: LGBTQ+ Methodology In Detail
Single-Punch Sexual Orientation Question:
Single-Punch Gender Question:
Sexual Spectrum Questions:
All responses re-coded for gender so that 1=opposite sex and 7=same sex for all respondents.
How would you describe your sexual orientation? (please select only one response.)
Heterosexual …………………………………..
Bisexual ……………………………………...…
Gay ………………………………………………
Lesbian …………………………………………
Prefer not to say ………………………………
What is your gender?
1. Male
2. Female
3. Transgender
Thinking about your sexual identity, how would you describe yourself?
12345678
Exclusively
To Men
Equally
Both
Exclusively
To Women
Prefer Not
To Say
How would you describe your sexual attraction?
123456789
Exclusively
With Men
Equally
Both
Exclusively
With
Women
None Prefer Not
To Say
How would you describe your sexual behavior?
The Kantar Consulting 2017 U.S. MONITOR study is an online quantitative
survey conducted in two 45-minute parts. The survey is conducted among U.S.
respondents ages 12 and up, but all LGBTQ+ data contained herein is restricted
to ages 18 and up. In 2017, a total of 11,562 respondents were interviewed.
A complete technical appendix is available.

26
Average of attraction,
behavior, identity < 2
Average of attraction,
behavior, identity ≥ 2
Q+ (Non-exclusively straight)
Appendix: LGBTQ+ Methodology In Detail
Total Pop
Chose “Lesbian” on single-punch
sexual orientation question Lesbian
Chose “Gay” on single-punch
sexual orientation question Gay
Chose “Bisexual” on single-punch
sexual orientation question Bisexual
Chose “Transgender” on single-
punch gender question Transgender
Chose “Heterosexual” on single-
punch sexual orientation question
Responses were unreadable (e.g.,
provided a 1-1-7) and indicated
either response error or a potentially
“closeted” respondent
Responded with a 1 on all three
scales
Did not provide a response to all
three scales or chose “Prefer not to
say” on any one of them
Remaining pool of respondents with
a response of 2-6 on at least one of
the three scales
LGBTQ+
Exclusively Straight
1
2
3
4
Exclusively Straight

THANK
YOU
CASEY FERRELL
VP, Head of U.S. MONITOR
+1 919 932 8619
Casey.Ferrell@kantarconsulting.com
ROB CALLENDER
Associate Head of Polycultural and Inclusivity Insights
+1 312 951 4822
Rob.Callender@kantarconsulting.com