Most Gays Today Live Extraordinarily Ordinary Lives: Starcom MediaVest Group and Logo's Beyond Demographics™ LGBTid Study
This is the overarching conclusion from the Beyond Demographics™ LGBTid Study done by media agency
Four of these archetype groups, representing strong and varying degrees of integration in the mainstream, make up nearly two-thirds (67%) of the LGBT community in the study: Out & Proud, Beyond The Alphabet, Initiators and Just Who I Am. In addition, a fifth group called Champions, comprised of heterosexual allies, has manifested into a unique identity essential to the LGBT story.
The LGBT community is also far more diverse than what most people think. In the quantitative portion of the study, over 40% of the sample reported back as "non-White," which is slightly higher than the most recent 2010 U.S. Census population estimates.
And a vast majority live media-centric lives, focused on finding good content on any platform. Digital activities including search, interacting with friends and family on email, social media and
The study is the latest under SMG's umbrella Beyond Demographics™ initiative to drive transformational change in the advertising industry's view and value of multi-cultured consumers. Encompassing both qualitative and quantitative methods, the effort kicked off in
"Our big 'a-ha' moment happened when all the insights and data showed how ordinary LGBT life is today," said SMG's
"Our focus at Logo has always been to develop shows that reflect the full lives of our audience," said
Additional insights from the quantitative portion of the study reveal a diverse and relationship-oriented snapshot of the current LGBT community:
- When asked about their current relationship status, nearly half (49%) are married, in a relationship or living with a partner. This does not include those who are divorced, widowed or separated from their partners.
- Over 40% of the respondents belong to an organized religion. 80% consider themselves spiritual. And only 3% report feeling unwelcome in the church of their faith.
- Over 20% of respondents are parents.
- 53 percent conveyed that they don't hide being gay, but that for them it's not a priority to showcase it. And only 30 percent indicated that they preferred living and socializing in exclusively gay and lesbian communities.
Below are some details on the largest LGBT sub-groups living integrated lives:
"Out & Proud"
Living boldly without apology.
"Beyond The Alphabet"
The embodiment of the future, this group shuns gender and orientation labels and questions the use of "old" language.
"Initiators"
Motivators for political change and equality efforts, both young and old.
"Just Who I Am"
Sexual orientation is folded into their everyday lives, not hidden yet not prioritized either. Authentic living supported by a large network of friends and family.
About Beyond Demographics™
The Beyond Demographics™ initiative launched in 2007 under the direction of Esther "ET" Franklin, EVP, Director of Cultural Identities for
About
Ranked one of the largest brand communications groups in the world,
About Logo
Logo celebrates one-of-a-kind personalities, unconventional stories and discovering what's next -- all through a mix of original and acquired entertainment that's outrageous, smart, and inclusive. Entertaining a social, savvy audience of gay trendsetters, Logo also attracts a straight audience that wants to be ahead of the curve. Launched in 2005, Logo is in 50 million homes across
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