The document discusses the historic changes in the LGBT community in the US, highlighting greater access to rights such as marriage and protections against discrimination. It notes the significant buying power of the LGBT population and their spending habits, emphasizing the importance for companies to support LGBT issues to build loyalty. Additionally, it outlines marketing strategies tailored for LGBT consumers, including messaging considerations and targeted channels.

1. LGBT Marketing
John Lake
LGBT Segment Leader
Wells Fargo Enterprise Marketing
© 2015 Wells Fargo Bank, N.A. All rights reserved. Confidential.

2. 11
We are at a historic tipping point
For the first time in history, LGBT Americans
are experiencing widespread equal access
to the traditional “American Dream,”
including marriage and raising a family.
As issues such as marriage equality and
LGBT civil rights protections have become
mainstream, the segment has gained
recognition as a part of the diverse fabric
that makes up the nation.
This historic moment provides companies
an opportunity to establish themselves as a
supportive partner to their LGBT and allied
customers.

3. LGBT demographics are similar to general
population
2
Total
Consumer
Market
LGBT
Generation
Millennials (1981-1995) 33% 26%
Gen X (1965-1980) 31% 38%
Baby Boomers (1945-1964) 31% 33%
Silent (1938-1944) 5% 3%
Ethnicity*
Caucasian 76% 74%
Hispanic 18% 17%
African American 14% 17%
Asian Indian 1% 1%
Other Asian 5% 7%
Gender
Male 49% 51%
Female 51% 49%
College Education
Yes 61% 75%
No 39% 25%
HH Income
$20k to <$50k 37% 35%
$50k to <$100k 38% 35%
$100k+ 26% 30%
LGBT
7%
Segment Proportion of Total
Consumer Market
Source: 2Q2014 Enterprise Brand Tracker
*Ethnicities are not mutually exclusive groups

4. Census data indicates an LGBT presence in
every county and state in the US
 Although 45% of LGBT men and 33% of LGBT women are likely to
live in a big city.
 Cities with the highest percentage of LGBT residents include SF,
Seattle, Boston, Atlanta and Minneapolis. Cities with the largest
number are NYC, LA, Chicago and SF. (Gallup 2013)
 State population percentages range from 1.7% in North Dakota to
10.0% in Washington DC. (Gallup 2013)
3

5. All 50 States now offer same-sex couples the
right to marry
 Out of approximately 2 million adults who are part of a same-
sex couple, 780,000 currently identify as legally married. In
2013, that number was 124,000. (Williams Institute)
 63% of LGBT Americans say they want to be married now or in
the future (WF Changing Landscape Study, 2015)
 8% of LGBT non-married adults say they are planning to wed
this year (Nielsen, 2015)
 A large majority of same-sex couples planning weddings have
already been together a decade or more. (Nielsen, 2015)
4

6. Other legal protections still vary greatly by
state
 21 States protect gay and lesbian
employees from workplace discrimination
– 18 States protect transgender employees from
workplace discrimination
– 63% of Americans support comprehensive
workplace protections (HRC)
 Only 18 States protect LGBT citizens
from housing discrimination
 Only 16 states protect LGBT citizens from
discrimination in public accommodations
5

7. Because of marginalization, LGBT
consumers are often educated on where
companies stand on the issues
Internal Support
 Non-Discrimination
policies
 Benefits, including
healthcare
 Employee education
and support
6
External Support
 Charitable Donations
and Sponsorships
 Responsible Marketing
 Issues Advocacy

8. What is the business opportunity?
The combined buying power of the LGBT
adult population: $884 Billion in 2014. (Witeck)
Note: Don’t confuse buying power with wealth
– Similar income demographics to general market
– More disposable income, spent differently
7

9. LGBT Households spend more than general
market households
LGBT Households spent an average of $4,135 at retail stores in
2014, 7% more than general market.
Retail Channel Index
Book Stores 172
Beverage Stores 155
Convenience Stores 135
Pet Stores 132
Electronics Stores 128
Health Food Stores 119
Online Shopping 115
Drug Stores 107
Home Improvement 106
Product Index
Wine 148
Electronics 143
Pet Care 136
Liquor 135
Shaving Needs 132
Candles 131
Air Fresheners 127
Beer 127
Coffee 119
8
Nielsen: Diverse Intelligence. 2015 LGBT Consumer Report

10. LGBT consumers are loyal to brands that
show their support
9
Q: Over the past 12 months, which companies or brands have you
made a conscious decision to purchase from because of their pro-
LGBT policies or practices?
Community Marketing & Insights 2014 LGBT Community Survey
*Nabisco includes Oreo and Honey Maid. Amazon includes Kindle.

11. For the first time, large numbers of LGBT
people see raising kids in their future
 Immediate opportunity: 23% of lesbians and 7% of gay men are
currently financially responsible for a child under age 18.
(Prudential LGBT Financial Experience 2014)
 The number will grow dramatically in the coming years: 43% of
LGBT Millennials would like to have children – an even higher
number than general market Millennials at 40%. (Time
Magazine/Yougov survey, June 2014)
 Public support for adoption rights for same-sex couples has more
than doubled since 1992 and currently stands at 63%. (Williams
Institute, 2014)
10

12. 11
LGBT
Lesbians
Lesbians 25-39
Lesbians 25-39
considering starting a family
Considerations when crafting an LGBT
focused message: Target Audience

13. 12
Considerations when crafting an LGBT
focused message: Channels
Local LGBT
Press –
In Town
Local LGBT
Press – Out
of town
Digital
Channels
Events and
Sponsorships
General
Market Media

14. 13
Considerations when crafting an LGBT
focused message: Creative
• Narrow the audience you are targeting
• Understand the strategic insight you are addressing
• Speak with an authentic voice

15. Thank You!
© 2015 Wells Fargo Bank, N.A. All rights reserved. Confidential.