An introduction to the LGBTQ segment and why authenticity in communication is key
October 11, 2016, marks the 28th anniversary of National Coming Out Day, a day of solidarity honoring those of the LGBTQ (lesbian, gay, bisexual, transgender & queer) community who have come out and those who have identified themselves as straight allies in support of the fight for equality.

Much has changed in the past 28 years in terms of the visibility of this segment across media and advertising — and the reasons speak for themselves:

  • The LGBTQ community represents 10% of the total US population, equating to 16+ million adults over the age of 18
  • American LGBTQ buying power is close to $1 trillion
  • Members of the LGBTQ community are 71% more likely to support a brand after seeing an equality-themed ad and more likely to purchase from a company that actively donates to LGBTQ charities and causes

Download “LGBTQ 101” to learn more about this segment and the importance of authentic cross-cultural brand communication.

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