Serving the LGBTQIA+ shopper

To best serve Canada’s LGBTQIA+ shoppers, first you need to understand them, according to market research firm Numerator.

In the recent webinar “Beyond Pride: Understanding the Canadian LGBTQIA+ Shopper,” part of the firm’s New Frontiers series exploring Canadian consumer behaviour, Numerator consultant Hannah Libot said with the rise in social movements in recent years, consumers are demanding brands play a larger role in acknowledging and supporting social justice initiatives. This is especially true of younger consumers, with gen Z shoppers expecting brands to speak up and take more responsibility on these issues.

“This is important because gen Z shoppers are starting to mature into the marketplace and make those choices on the brands and the stores they want to buy at,” said Libot, adding that research at both a Canadian and a global level reveals a larger portion of the younger population is no longer identifying as straight. “So the issues the LGBTQIA+ community face will be incredibly important to them, as well as to their friends and family. Brands need to ensure their social initiatives resonate with the LGBTQIA+ community and the issues they face.”

Some highlights from Numerator’s recent survey of LGBTQIA+ consumers in Canada:

• LGBTQIA+ shoppers are young, value-driven and trend-seeking—and most importantly, they make up a large part of the population (7.6% of Numerator’s panellists identify as LGBTQIA+).
• The LGBTQIA+ shopper is educated, from a smaller household and more likely to live in a larger city.
• The LGBTQIA+ shopper is committed to living a healthy, sustainable life and is more engaged online. However, in-store is still a viable touchpoint as these shoppers like to browse displays, and smaller-format offerings can cater to their impulse buying behaviours.
• Close to two-thirds believe brands and retailers are doing a better job representing the LGBTQIA+ community than in previous years (Quebec and 55+ shoppers being the exception). But 72% of respondents believe brands should do more to support this community outside of Pride. By providing real, authentic support all year long, brands will be more likely to win LGBTQIA+ shoppers.

This article appeared in Canadian Grocer's September/October 2021 issue.