Walking the talk: Why values alignment matters to connect with Gen Z | Articles | Quirks.com
Getting corporate America on board to invest marketing dollars in LGBTQIA+ efforts has historically been challenging, given the perception that the market is small and niche. This is changing dramatically, and quickly. The Horowitz study, fielded in the end of 2020, found that over one in four (28%) Gen Zers in the U.S. (13-24 years old) self-identify as LGBTQIA+, more than any generation before. In contrast, Gallup’s 2020 poll of U.S. adults found that 5.6% identified as LGBTQ. Moreover, 3% of Gen Zers specifically identify as non-binary and one in four (23%) say when discussing gender, they prefer to be asked their pronouns (she/her, he/him, they/them) instead of having their gender assumed.
Gen Z data on LGBTQIA+