The Census doesn't ask if you are straight or gay - but it does ask if you have an "unmarried partner" and if you are LGBT and married, you can indicate as such. Bottom line: coupled LGBT people are counted; single LGBT are not.
Using Massachusetts as an example, based on the new Census data, I know that:
- there are over 20,000 same-sex couples living in Massachusetts
- 11,000 of these couples are two women
- 47% of those couples identify as married (as opposed to "unmarried partners"). Keep in mind that many couples (especially in states where same-sex marriage is not legal) may identify as married even if they are not.
- 13% are between the age of 25-34 (that's generation Y)
- 23% are between 35-49 (that's generation X and Baby Boomers)
Let's think about it:
That's A LOT of couples - just in Massachusetts! That's A LOT of weddings...- Marketing to men is different than marketing to women. That makes sense, right? No matter if you're straight or gay.
- Marketing to older same-sex couples is different than marketing to younger same-sex couples
All of this information tells me a lot about what my marketing strategy should be, if my target market is Massachusetts same-sex couples. You can find your own state data on the Census website. This works for opposite sex couples, too!
What does your state data tell you about your marketing strategies?
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