Lesbian Gay Bisexual Transgender Queer+ (LGBTQ+) Pride events have become ubiquitous throughout the U.S., particularly in June, deemed as "Pride" month. The first Pride events were marches held in New York, Los Angeles, and Chicago in June 1970, one year after the Stonewall Bar Uprising in New York City. Thousands of LGBQT+ people gathered to commemorate Stonewall and to demonstrate for equal rights, building on decades of LGBTQ+ activism and organizing against deep and broad institutional discrimination. Over time, Pride events have become more visible and expansive, now typically featuring a festival with booths and entertainment, as well as parades with elaborate floats, music, and marchers from LGBTQ+ and civil rights organizations.
Who comprises the LGBTQ+ community?
An estimated 4.1 percent of adult women identify as LGBTQ+ versus 3.9 percent of adult men. According to a 2022 Gallup poll, almost 20% of Generation Z respondents identified as LGBTQ+, compared with 11.2% of millennials, 3.3% of Gen Xers, 2.7% of baby boomers and 1.7% of members of the Silent Generation.
First, The Good News
Pride events aren't just for celebrants; they have also become significant for host cities worldwide. For example, San Diego's parade has grown to be the largest single-day event in the city, attracting around 250,000 local residents and visitors from outside the city and generating an estimated $30 million in economic impact. https://www.cbs8.com/article/news/local/prides-economic-impact-in-san-diego/509-a1fc887b-cf1c-449e-a4e9-2ea8c33adeaa
The 2019 Los Angeles Pride Festival & Parade generated $74.7 million in economic output and $42.2 million in direct expenditures in Los Angeles County. https://lapride.org/2019-la-pride-festival-parade-generated-74-7-million-in-economic-output-for-los-angeles/
A study from Wells Fargo shows that higher proportions of lesbian, gay, bisexual and transgender citizens may be associated with higher economic growth in U.S. states. The study looked at gross state product growth rates (GSP) for all states from 2010-2019 and the shares of the LGBTQ population in 2012. It found that having a higher LGBTQ+ population share was associated with more pronounced economic growth in states nationwide.
"What we found is the degree of overrepresentation or underrepresentation of the LGBT population was positively correlated with state economic growth," says Jay Bryson, chief economist on the study, referring to how much higher or lower the population share of LGBTQ+ people was compared with the national average.
While many factors contribute to a state's economic growth, the study continued to find a positive correlation between higher-than-average LGBTQ+ representation and GSP growth, even when all else was equal. Experts have noted that this rise across generations is likely partially attributable to awareness and representation.
Next, The Not So Good News
Today, many in and out of the LGBTQ+ community applaud the progress for LGBTQ+ rights and protections, including marriage equality. However, LGBTQ+ people, especially women and people of color, still underachieve, mirroring society as a whole and remain at risk in many states that have not or will not pass anti-discrimination laws in housing, employment, and other sectors.
There are stark differences between lesbians, gay men, and transgender people. It is inaccurate to group them together when considering progress, lifestyle, and values in programs and marketing. An in-depth study reported that LGBTQ+ women in America face financial penalties
An estimated 4.1 percent of adult women identify as LGBT versus 3.9 percent of adult men.
Within the LGBT population, there are an estimated 350,000 transgender women.
For every dollar a man in a married-opposite-sex couple earns, a woman in a same-sex couple earns $0.79, whereas a man in a same-sex couple earns $0.98.
African American LGBT women in a same-sex couple are three times more likely to be poor than white women in a same-sex couple. Latina women in same-sex couples are twice as likely to be poor.
15 percent of female same-sex couples raising children live in poverty, compared to 9 percent of married opposite-sex couples with children.
LGBT women of color face higher rates of workplace discrimination due to multiple identities (race, gender/gender identity, sexual orientation). The rate of discrimination for Asian and Pacific Islander LGBT people is reported to be between 75 percent and 82 percent; four in 10 (42 percent) of Black LGBT people have experienced employment discrimination.
A 2014 Gallup survey that measured individual social, financial and physical well-being found that 39 percent of non-LGBT women were thriving compared to 29 percent of LGBT women.
At this time, there is a noticeable backlash against LGBTQ+ issues in various locations. This includes efforts to reverse protections, banning books, adjusting school curricula, limiting transgender health access, etc. In 2021, the Human Rights Campaign reported that the largest slate of anti-LGBTQ bills in recent U.S. history was proposed, with more coming. LGBTQ+ advocates informed CNN that more than half of states introduced legislation specifically targeting LGBTQ+ residents, particularly transgender minors, https://www.cnn.com/2022/02/17/us/lgbtq-population-increase-gallup-cec/index.html
This new legislation is impacting LGBTQ+ travelers and the travel industry. Travel Age West reported in a recent study (commissioned by World Travel Protection, a global travel risk management company) that a majority of business travelers (64% in the U.S., 56% in Canada) express concern about traveling to regions known to be biased against or to criminalize relationships of people who identify as homosexual or transgender, and half of business travelers surveyed (56% of Americans, 47% of Canadians) agreed that traveling for work as an LGBTQIA+ employee is less safe than traveling as a heterosexual or cisgender person. This has implications for destinations by potentially affecting the company or their LGBTQ+ employees' travel decisions to specific destinations and/or whether to hold meetings and conventions in these places. (https://www.travelagewest.com/Industry-Insight/Business-Features/lgbtq-safety-while-traveling?utm_source=eNewsletter&utm_medium=email&utm_campaign=eltrMtgNews&oly_enc_id=9474C6131645B3D)
What To Do – Get the Facts
For destinations that host public Pride events and that market to attract attendees, it may be worthwhile to take the pulse of community sentiment about LGBTQ+ issues and Pride.
Some may argue that conducting a survey could stir up hidden resentment. However, the pros seem to point to the prudence of obtaining true (accurate) data on this subject. Often, a small vocal minority can skew the perception of overall community sentiment, as for any issue, but especially LGBTQ+ related issues. A survey can also help to understand potential backlash from the community, either at a Pride event or in other ways.
Data can provide a realistic perspective and can elicit positive sentiments that may not otherwise be expressed. This information can be used to fight criticism and to develop community strategy.
TAG is experienced in conducting resident sentiment studies and is knowledgeable and sensitive to the LGBTQ+ community. We are available to help you and your community in the continued fight for truthfulness and equality.
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