The findings were crucial to Tobin, Stafford and team, who looked to attract brands in a way that parent company Grindr couldn’t. 44% of consumers have a more positive perception of the brand if they cater to them. This is an insight shared by a significant portion of the community: half of LGBTQ consumers are more likely to perceive brands as LGBTQ-friendly if they advertise to media outlets that they read. “But if I see one brand that has someone that looks like me, either interracial or gay, I'm buying it immediately.” “As a gay consumer, when I'm not at work I can go to the grocery store, I can go to the pharmacy, and I buy toilet paper, I buy toothpaste, and I look at an advertisement that has someone that doesn't look like me, and I'm still going to buy it,” said Zach Stafford, editor in chief of Into. Into, which in its first month had over 4m unique visitors, has become the number-one LGBTQ site in the world within six months and has tapped into the global pulse of the community.
Indeed, the cumulative aggregated annual spending power of the global LGBTQ community, according to LGBT Capital, is estimated at more than $5 trillion.
