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Pride Month Study
June 2023
Background
LGBTQ+ Pride Month is the promotion of the self-
affirmation, dignity, equality, and increased
visibility of the LGBTQ+ people as a social group.
In recognition of Pride Month, ThinkNow
conducted a nationwide survey among
respondents who self identify as being part of the
LGBTQ+ community.
Methodology
Survey Methodology
Online via ThinkNow Research’s
Omnibus Study
Regional Coverage
National
Base size
500
Field Timing
May 20 – 24, 2023
Screening Criteria
Age: 18 years old or older
Identify themselves as LGBTQ+
Key Findings
Our nationwide survey of LGBTQ+ respondents shows that the use of personal pronouns is most
important to Gen Z and Millennials.
Two-thirds feel that discrimination and prejudice towards the LGBTQ+ community has increased during
the past year, with social media and their job being the most common places where they experience
these issues.
Respondents feel that companies and organizations can better support/advocate for the LGBTQ+
community by training their staff on DEI and including sexual orientation in corporate
nondiscrimination policies.
More than 40% say they have boycotted a brand or company because they disagreed with its stance on
LGBTQ+ issues. The likelihood of boycotting a brand/company increases with age.
Target stands out as a brand that is doing a good job of supporting the LGBTQ+ community. Other top
brands mentioned include Bud Light and Walmart.
3
Detailed Findings
Letter indicate significant difference at 95% confidence level.
‘She/Her’ is the most commonly-used pronoun.
Overall, about 4-out-of-10 LGBTQ+ respondents say they use non-traditional personal
gender pronouns. The use of pronouns is most important among Gen Z and Millennials.
5
How important is it that people use your personal pronouns to identify you?
46% AB
36% AB
21% A
11%
27%
29%
15%
16%
16%
18%
10%
19%
22% D
24% D
19%
10%
10%
17%
32% BCD
17%
5%
20% D
24% D
18% D
19%
Not important at all Not very important Moderately important Important Very important
(A)
(B)
(C)
(D)
TOTAL
(n=500)
Gen Z
18-22
(n=93)
Millennials
23-38
(n=225)
Gen X
39-54
(n=87)
Boomers
55+
(n=95)
Do you use non-traditional personal gender pronouns?
Ye
s
42%
N
o
58%
(n=500)
Top two Box
36%
50%
41%
30%
15%
(n=211)
Letter indicate significant difference at 95% confidence level.
In the past year, have you felt any increase in discrimination or prejudice towards the LGBTQ+ community?
This sentiment is felt strongest among Gen Z and Millennials.
2 out of 3 feel that discrimination and prejudice towards the LGBTQ+ community has increased
in the past year, with one-third saying that there has been a “significant” increase.
33%
30%
35%
29%
35%
34%
45% CD
35%
29%
25%
31%
23%
28%
38% A 38% A
2% 1% 2%
4%
2%
Total Gen z
18 - 22
Millennials
23 - 38
Gen X
39 - 54
Boomers
55+
Yes, a significant increase
Yes, a slight increase
No
Prefer not to say
6
(n=500) (n=93) (n=225) (n=87) (n=95)
(A) (B) (C) (D)
75%
70%
58%
60%
67%
TOTAL
Gen Z
18-22
(A)
Millennials
23-38
(B)
Gen X
39-54
(C)
Boomers
55+
(D)
Social Media
Work
My neighborhood
School
Restaurant
Retail store
Bar / night club
Home
Public transport
Base: Felt discriminated
(n=300)
(n=62) (n=135) (n=51) (n=52)
Letter indicate significant difference at 95% confidence level.
48%
41%
37%
33%
30%
28%
28%
25%
22%
51%
29%
27%
57%
BCD
23%
19%
18%
48%
BCD
17%
54% D
47% A
38%
34% C
33%
32%
33% A
26% D
23%
45%
43%
51% A
14%
33%
26%
33%
14%
27%
33%
39%
34%
22%
26%
33%
23%
5%
17%
Where have you felt discriminated against or excluded because of your sexual orientation or gender identity?
Base: Respondents who have felt discriminated against or excluded because of their sexual orientations or gender
Gen Z are the most likely to have felt discriminated against at school and their home.
Many Gen Xers have felt discrimination in their own neighborhood.
They are most likely to experience discrimination/exclusion on social
media platforms and at work.
7
TOTAL
Gen Z
18-22
(A)
Millennials
23-38
(B)
Gen X
39-54
(C)
Boomers
55+
(D)
Train staff on Diversity, Equity, and
Inclusion
Include Sexual Orientation in Corporate
Nondiscrimination Policies
By donating to causes that support the
LGBTQ+ community
Offer LGBTQ+ volunteer opportunities in
corporate social responsibility programs
Host or participate in LGBTQ+ events
Adopt a gender-neutral mentality
Cross-promote with local LGBTQ+
companies
Offer Inclusive HR Benefits and Policies
Base: think companies should support the LGBTQ+ (n=433) (n=74) (n=199) (n=76) (n=83)
Letter indicate significant difference at 95% confidence level.
Adopting a gender-neutral mentality and offering volunteering opportunities are most important for Gen Z.
Boomers think companies should also offer inclusive HR Benefits and Policies for the community unlike Gen Z.
When asked how companies and organizations can better support/advocate for the LGBTQ+
community, training staff on DEI was the most common example, followed by the inclusion of
sexual orientation in corporate nondiscrimination policies.
8
65%
59%
52%
47%
45%
43%
40%
40%
60%
68% BC
53%
51%
41%
54% C
39%
28%
61%
54%
51%
48%
42%
43%
38%
37%
70%
50%
52%
50%
47%
37%
47%
42%
77% AB
71% BC
55%
37%
53%
39%
41%
56% AB
How do you think companies and organizations can better support and advocate for the LGBTQ+ community?
Base: Respondents who think companies should support and advocate for the LGBTQ+ community
9
Letter indicate significant difference at 95% confidence level.
Total Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55+
(A) (B) (C) (D)
16% 23% D 19% D 12% 5%
10% 17% B 7% 13% 9%
9% 7% 12% 8% 2%
7% 12% D 8% 7% 0%
7% 5% 5% 5% 17% BC
5% 0% 5% 11% 7%
Base:
(n=323)
(n=60) (n=154) (n=56) (n=53)
Gen Z and Millennials were the most likely to mention Target.
Boomers mentioned Disney most often.
Most respondents indicated there are brands that are doing a good job of engaging with the
LGBTQ+ community; Target topped the list of these brands.
Wich companies or brands do you feel are doing a good job for the LGBTQ+
community?
Base: People that think there are companies doing a good marketing job for the community
* Presenting companies with higher base
Are there any companies or brands that you
feel are doing a good job of marketing to and
supporting the LGBTQ+ community?
Base: “Yes” responses
56%
64%
68% D
65%
65%
TOTAL
(n=500)
Gen Z
18-22
(n=93)
Millennials
23-38
(n=225)
Gen X
39-54
(n=87)
Boomers
55+
(n=95)
(A)
(B)
(C)
(D)
10
Just over 40% of respondents say they have boycotted a brand or company because of
their stance on LGBTQ+ issues. The likelihood of boycotting increases with age.
What actions have you taken to boycott a company or a brand?
Base: People who have boycotted a company because of their stands towards the community
stopped using the products / services of the
company / brand
reported the company’s actions on social media
reached out to my LGBTQ+ organizations to take part
into protests
Have you ever boycotted a company or brand
because of their stance on LGBTQ+ issues?
Base: Yes responses
59% ABC
43%
41%
34%
43%
TOTAL
(n=500)
Gen Z
18-22
(n=93)
Millennials
23-38
(n=225)
Gen X
39-54
(n=87)
Boomers
55+
(n=95)
Letter indicate significant difference at 95% confidence level.
(A)
(B)
(C)
(D)
91%
28%
19%
Boycotting a brand/company most likely means that they are not buying their products or services.
Letter indicate significant difference at 95% confidence level.
Boomers feel it’s important to create K-12 programs that help fight the misinformation there is about the LGBTQ community.
Respondents believe that creating safe, accepting and supportive environments for LGBTQ+ youth
on school campuses is the best way to help LGBTQ+ youth from a mental health perspective.
What are some things you think would be helpful from a mental health perspective to young LGBTQ+ individuals?
Most agree that minors who express a gender identity that differs from their
biological sex should get gender identify affirming medical care.
Do you think that minors who express a gender identity that differs from their biological sex
should get gender identity affirming medical care?
Base size: (n=500)
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55+
(A) (B) (C) (D)
60% 57% 54% 73% AB
27% 28% 29% 18%
12% 15% 18% 9%
(n=93) (n=225) (n=87) (n=95)
Yes 60%
No 26%
Prefer not to
say 14%
13
Thinking about how LGBTQ+ issues might affect your vote for
political offices, would you…?
When it comes to voting in
elections, a candidate’s position on
LGBTQ+ rights is an important
consideration for most
respondents.
Consider a candidate's position on LGBTQ+ rights
as just one of many important factors when voting
58%
Only vote for a candidate who supports LGBTQ+
rights
29%
Do not consider a candidate’s position on LGBTQ+ rights
factor in voting decisions
12%
Boomers and Millennials do not
take into account a candidate’s
position on LGBTQ rights
14
Close to half of respondents believe Trans athletes should be allowed to compete
against cisgender athletes. Nearly one-third are either unsure or prefer not to say.
22%
20% 20%
31% B
23%
47%
42%
54% CD
41%
39%
25%
33% BC
20% 19%
36% BC
6%
4%
6%
9%
3%
Total Gen z
18 - 22
Millennials
23 - 38
Gen X
39 - 54
Boomers
55+
I think it should not be allowed
I think it should be allowed
I don’t know if it should be allowed
I prefer not to say
(n=500) (n=93) (n=225) (n=87) (n=95)
(A) (B) (C) (D)
How do you feel about Trans athletes competing in sports
against CIS gendered individuals?
Millennials are the most likely to support the idea of Trans athletes competing against cisgender athletes.
31% 37% 26% 28% 39%
Participant Profile
Age
18-22 19%
23-38 45%
39-54 17%
55+ 19%
37.6 Average age
Gender
Female 55%
Male 41%
Non-binary 2%
Transgender 1%
Pangender 1%
Sexual Orientation
Bisexual 55%
Homosexual 36%
Transexual 1%
Pansexual 6%
Other 3%
Race
60% White (Non-Hispanic)
15% Black, African American
12% Hispanic, Latino/Latina
6% Mixed race
4% Asian
1%
American Indian / Alaskan
Native
1% Pacific Islander
1% Other
1% Prefer not to answer
Education
No college 33%
Some college 26%
College grad + 41%
Employment &
Income
Employed 59%
Unemployed 23%
Retired 13%
Other 5%
$42.5K Median HH Income
Region
Northeast 17%
Midwest 17%
South 45%
West 21%

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Pride Month Report 2023

  • 2. Background LGBTQ+ Pride Month is the promotion of the self- affirmation, dignity, equality, and increased visibility of the LGBTQ+ people as a social group. In recognition of Pride Month, ThinkNow conducted a nationwide survey among respondents who self identify as being part of the LGBTQ+ community. Methodology Survey Methodology Online via ThinkNow Research’s Omnibus Study Regional Coverage National Base size 500 Field Timing May 20 – 24, 2023 Screening Criteria Age: 18 years old or older Identify themselves as LGBTQ+
  • 3. Key Findings Our nationwide survey of LGBTQ+ respondents shows that the use of personal pronouns is most important to Gen Z and Millennials. Two-thirds feel that discrimination and prejudice towards the LGBTQ+ community has increased during the past year, with social media and their job being the most common places where they experience these issues. Respondents feel that companies and organizations can better support/advocate for the LGBTQ+ community by training their staff on DEI and including sexual orientation in corporate nondiscrimination policies. More than 40% say they have boycotted a brand or company because they disagreed with its stance on LGBTQ+ issues. The likelihood of boycotting a brand/company increases with age. Target stands out as a brand that is doing a good job of supporting the LGBTQ+ community. Other top brands mentioned include Bud Light and Walmart. 3
  • 5. Letter indicate significant difference at 95% confidence level. ‘She/Her’ is the most commonly-used pronoun. Overall, about 4-out-of-10 LGBTQ+ respondents say they use non-traditional personal gender pronouns. The use of pronouns is most important among Gen Z and Millennials. 5 How important is it that people use your personal pronouns to identify you? 46% AB 36% AB 21% A 11% 27% 29% 15% 16% 16% 18% 10% 19% 22% D 24% D 19% 10% 10% 17% 32% BCD 17% 5% 20% D 24% D 18% D 19% Not important at all Not very important Moderately important Important Very important (A) (B) (C) (D) TOTAL (n=500) Gen Z 18-22 (n=93) Millennials 23-38 (n=225) Gen X 39-54 (n=87) Boomers 55+ (n=95) Do you use non-traditional personal gender pronouns? Ye s 42% N o 58% (n=500) Top two Box 36% 50% 41% 30% 15% (n=211)
  • 6. Letter indicate significant difference at 95% confidence level. In the past year, have you felt any increase in discrimination or prejudice towards the LGBTQ+ community? This sentiment is felt strongest among Gen Z and Millennials. 2 out of 3 feel that discrimination and prejudice towards the LGBTQ+ community has increased in the past year, with one-third saying that there has been a “significant” increase. 33% 30% 35% 29% 35% 34% 45% CD 35% 29% 25% 31% 23% 28% 38% A 38% A 2% 1% 2% 4% 2% Total Gen z 18 - 22 Millennials 23 - 38 Gen X 39 - 54 Boomers 55+ Yes, a significant increase Yes, a slight increase No Prefer not to say 6 (n=500) (n=93) (n=225) (n=87) (n=95) (A) (B) (C) (D) 75% 70% 58% 60% 67%
  • 7. TOTAL Gen Z 18-22 (A) Millennials 23-38 (B) Gen X 39-54 (C) Boomers 55+ (D) Social Media Work My neighborhood School Restaurant Retail store Bar / night club Home Public transport Base: Felt discriminated (n=300) (n=62) (n=135) (n=51) (n=52) Letter indicate significant difference at 95% confidence level. 48% 41% 37% 33% 30% 28% 28% 25% 22% 51% 29% 27% 57% BCD 23% 19% 18% 48% BCD 17% 54% D 47% A 38% 34% C 33% 32% 33% A 26% D 23% 45% 43% 51% A 14% 33% 26% 33% 14% 27% 33% 39% 34% 22% 26% 33% 23% 5% 17% Where have you felt discriminated against or excluded because of your sexual orientation or gender identity? Base: Respondents who have felt discriminated against or excluded because of their sexual orientations or gender Gen Z are the most likely to have felt discriminated against at school and their home. Many Gen Xers have felt discrimination in their own neighborhood. They are most likely to experience discrimination/exclusion on social media platforms and at work. 7
  • 8. TOTAL Gen Z 18-22 (A) Millennials 23-38 (B) Gen X 39-54 (C) Boomers 55+ (D) Train staff on Diversity, Equity, and Inclusion Include Sexual Orientation in Corporate Nondiscrimination Policies By donating to causes that support the LGBTQ+ community Offer LGBTQ+ volunteer opportunities in corporate social responsibility programs Host or participate in LGBTQ+ events Adopt a gender-neutral mentality Cross-promote with local LGBTQ+ companies Offer Inclusive HR Benefits and Policies Base: think companies should support the LGBTQ+ (n=433) (n=74) (n=199) (n=76) (n=83) Letter indicate significant difference at 95% confidence level. Adopting a gender-neutral mentality and offering volunteering opportunities are most important for Gen Z. Boomers think companies should also offer inclusive HR Benefits and Policies for the community unlike Gen Z. When asked how companies and organizations can better support/advocate for the LGBTQ+ community, training staff on DEI was the most common example, followed by the inclusion of sexual orientation in corporate nondiscrimination policies. 8 65% 59% 52% 47% 45% 43% 40% 40% 60% 68% BC 53% 51% 41% 54% C 39% 28% 61% 54% 51% 48% 42% 43% 38% 37% 70% 50% 52% 50% 47% 37% 47% 42% 77% AB 71% BC 55% 37% 53% 39% 41% 56% AB How do you think companies and organizations can better support and advocate for the LGBTQ+ community? Base: Respondents who think companies should support and advocate for the LGBTQ+ community
  • 9. 9 Letter indicate significant difference at 95% confidence level. Total Gen Z 18-22 Millennials 23-38 Gen X 39-54 Boomers 55+ (A) (B) (C) (D) 16% 23% D 19% D 12% 5% 10% 17% B 7% 13% 9% 9% 7% 12% 8% 2% 7% 12% D 8% 7% 0% 7% 5% 5% 5% 17% BC 5% 0% 5% 11% 7% Base: (n=323) (n=60) (n=154) (n=56) (n=53) Gen Z and Millennials were the most likely to mention Target. Boomers mentioned Disney most often. Most respondents indicated there are brands that are doing a good job of engaging with the LGBTQ+ community; Target topped the list of these brands. Wich companies or brands do you feel are doing a good job for the LGBTQ+ community? Base: People that think there are companies doing a good marketing job for the community * Presenting companies with higher base Are there any companies or brands that you feel are doing a good job of marketing to and supporting the LGBTQ+ community? Base: “Yes” responses 56% 64% 68% D 65% 65% TOTAL (n=500) Gen Z 18-22 (n=93) Millennials 23-38 (n=225) Gen X 39-54 (n=87) Boomers 55+ (n=95) (A) (B) (C) (D)
  • 10. 10 Just over 40% of respondents say they have boycotted a brand or company because of their stance on LGBTQ+ issues. The likelihood of boycotting increases with age. What actions have you taken to boycott a company or a brand? Base: People who have boycotted a company because of their stands towards the community stopped using the products / services of the company / brand reported the company’s actions on social media reached out to my LGBTQ+ organizations to take part into protests Have you ever boycotted a company or brand because of their stance on LGBTQ+ issues? Base: Yes responses 59% ABC 43% 41% 34% 43% TOTAL (n=500) Gen Z 18-22 (n=93) Millennials 23-38 (n=225) Gen X 39-54 (n=87) Boomers 55+ (n=95) Letter indicate significant difference at 95% confidence level. (A) (B) (C) (D) 91% 28% 19% Boycotting a brand/company most likely means that they are not buying their products or services.
  • 11. Letter indicate significant difference at 95% confidence level. Boomers feel it’s important to create K-12 programs that help fight the misinformation there is about the LGBTQ community. Respondents believe that creating safe, accepting and supportive environments for LGBTQ+ youth on school campuses is the best way to help LGBTQ+ youth from a mental health perspective. What are some things you think would be helpful from a mental health perspective to young LGBTQ+ individuals?
  • 12. Most agree that minors who express a gender identity that differs from their biological sex should get gender identify affirming medical care. Do you think that minors who express a gender identity that differs from their biological sex should get gender identity affirming medical care? Base size: (n=500) Gen Z 18-22 Millennials 23-38 Gen X 39-54 Boomers 55+ (A) (B) (C) (D) 60% 57% 54% 73% AB 27% 28% 29% 18% 12% 15% 18% 9% (n=93) (n=225) (n=87) (n=95) Yes 60% No 26% Prefer not to say 14%
  • 13. 13 Thinking about how LGBTQ+ issues might affect your vote for political offices, would you…? When it comes to voting in elections, a candidate’s position on LGBTQ+ rights is an important consideration for most respondents. Consider a candidate's position on LGBTQ+ rights as just one of many important factors when voting 58% Only vote for a candidate who supports LGBTQ+ rights 29% Do not consider a candidate’s position on LGBTQ+ rights factor in voting decisions 12% Boomers and Millennials do not take into account a candidate’s position on LGBTQ rights
  • 14. 14 Close to half of respondents believe Trans athletes should be allowed to compete against cisgender athletes. Nearly one-third are either unsure or prefer not to say. 22% 20% 20% 31% B 23% 47% 42% 54% CD 41% 39% 25% 33% BC 20% 19% 36% BC 6% 4% 6% 9% 3% Total Gen z 18 - 22 Millennials 23 - 38 Gen X 39 - 54 Boomers 55+ I think it should not be allowed I think it should be allowed I don’t know if it should be allowed I prefer not to say (n=500) (n=93) (n=225) (n=87) (n=95) (A) (B) (C) (D) How do you feel about Trans athletes competing in sports against CIS gendered individuals? Millennials are the most likely to support the idea of Trans athletes competing against cisgender athletes. 31% 37% 26% 28% 39%
  • 15.
  • 16. Participant Profile Age 18-22 19% 23-38 45% 39-54 17% 55+ 19% 37.6 Average age Gender Female 55% Male 41% Non-binary 2% Transgender 1% Pangender 1% Sexual Orientation Bisexual 55% Homosexual 36% Transexual 1% Pansexual 6% Other 3% Race 60% White (Non-Hispanic) 15% Black, African American 12% Hispanic, Latino/Latina 6% Mixed race 4% Asian 1% American Indian / Alaskan Native 1% Pacific Islander 1% Other 1% Prefer not to answer Education No college 33% Some college 26% College grad + 41% Employment & Income Employed 59% Unemployed 23% Retired 13% Other 5% $42.5K Median HH Income Region Northeast 17% Midwest 17% South 45% West 21%
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