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LGBTQ+ consumers: a business growth opportunity

January 4, 2023

The LGBTQ+ community represents approximately 18 million consumers1 and continues to grow, representing an opportunity for new and expanded client relationships. They’re a loyal customer base, with 76% agreeing that the brands they tend to buy from are openly supportive of the LGBTQ+ community2 – and we know being supportive matters to many consumers, not just those that identify as being a part of the LGBTQ+ community. Additional growth opportunities include:

  • LGBTQ+ owned businesses contributed an estimated $1.7 trillion of the economy and annually add thousands of jobs to the workforce.3
  • Nearly 50% own their homes and are more likely to be first time homebuyers, a great opportunity to build lasting relationships.4

Learn more about this strong and significant consumer group.

View the infographic

LGBTQ+ 101 Webinar

When it comes to insurance needs, LGBTQ+ clients have similar needs, but there are important differences to recognize when working with clients. To learn how to better connect with the fast-growing LGBTQ+ community and how to grow your agency with this strong and significant consumer segment, Nationwide partnered with One Iowa to deliver LGBTQ+ 101: Media and Best Practices webinar.

Webinar topics include:

  • Basic ally tips for everyday life
  • Navigating LGBTQ+ representation and their experiences
  • Why LGBTQ+ representation in media and marketing matters
  • The benefits of LGBTQ+ marketing

One attendee shared, “This was one of the best webinars I have attended in the past two years.”

View the recording

Nationwide’s diversity, equity and inclusion philosophy

At Nationwide, a diverse and inclusive workforce is critical to our success. Bringing together the unique characteristics of each of our associates – gender, gender identity, sexual orientation, age, nationality, disability, veteran status, ethnicity, race, religion, as well as many other differences such as thinking styles, personalities and work experience – is an integral part of who we are and how we operate as a company. We are proud of Nationwide’s inclusive culture that supports every associate’s success and encourages an environment where they can feel challenged, appreciated, respected and engaged. We’ve been recognized by the Human Rights Campaign as Best Place to Work for LGBTQ+ Equality. Learn more about Nationwide’s Diversity, equity and inclusion philosophy.