The share of LGBTQ+ consumers in the US has more than doubled over the past decade, jumping from 3.6% in 2013 to 7.6% in 2023, according to Gallup. This group is financially strong, too; married same-sex couples had a median household income of $123,500 in 2022, according to the US Census Bureau. Here’s a guide to who these consumers are, how receptive they are to advertising, and where they spend their time.

Gen Zers have the highest rate of LGBTQ+ self-identification

According to a March 2023 poll from Gallup, 22.3% of Gen Zers in the US identified as LGBTQ+, compared with 9.8% of millennials. Increased social acceptance has made it easier for younger people to come out publicly, but support systems and the size of LGBTQ+ communities can vary dramatically by location. LGBTQ+ consumers are more likely to live in a city in the Western US, according to YouGov.