LGBTQ+ Market Data
DACH Region.
The LGBT community includes around 7–8 million consumers in Germany, Austria, and Switzerland. A market segment with above-average purchasing power and an estimated spending capacity of over 150 billion Euros in Germany alone.
Population Share
of people in Germany identify as LGBT+.
Ipsos Pride 2024Purchasing Power DE
Annual market volume of the LGBTQ+ community in Germany.
LGBT CapitalDINK Effect
of LGB households in DE live without children – significantly more disposable income.
DIW / SOEPCommunity Size & Distribution.
Estimates vary by methodology. Anonymous online surveys generally capture higher values than personal interviews.
Trend: Youth is Colorful.
In Gen Z (born 1996–2012), 17% globally identify as LGBT+ – a steadily increasing trend.
Ipsos 2024| Country / Region | LGBT+ Share | Source |
|---|---|---|
| Germany | 12 % | Ipsos 2024 |
| Switzerland | 13 % | Ipsos 2023 |
| Austria | 6.2 % | Dalia Research |
| EU Average | 5.9 % | Dalia Research |
| Global (30 Countries) | 9.0 % | Ipsos 2023 |
Education & Spending Power.
The LGBTQ+ community has an above-average level of education and significant economic relevance.
Pink Economy
If the global LGBTQ+ community were a country, it would be the fifth-largest economy in the world – larger than the GDP of the UK.
Global Market Volume (LGBT Capital 2023)
Consumer Behavior
-
+35%higher online spending than non-LGBT households.
-
+7%higher retail store spending.
Vacation Trips / Year
Compared to ~1.3 in the general population. The community travels 2.5 times more often.
Daily Spending
Higher spend per day at destinations compared to average tourists.
The Most Valuable Player in Tourism.
LGBTQ+ travelers account for around 13% of global travel spending. In Europe, the annual market volume is approx. 50 billion Euros.
CMI 2024 / GETADigital-First & Power Users.
Above-average affinity for digital media, streaming, and social platforms.
Social Media Index (vs. General Market)
Content & Interaction
- 96% daily internet usage.
- Index 224 trust in influencer recommendations (vs. market).
- +48% more time spent with podcasts than average.
Inclusive Advertising
Works Measurably.
Brands that authentically embrace diversity benefit from significantly higher loyalty and measurable sales growth.
Long-term Revenue Increase
from inclusive advertising compared to non-inclusive campaigns.
Oxford Saïd Business School 2024Brand Loyalty & Expectation
"72% of LGBTQ+ consumers would stop buying from brands that devalue their community."
Nielsen 2023-
69%
are more likely to try brands that visibly support the community.
-
54%
higher price willingness for supportive brands.
"Inclusive advertising doesn't just impact the LGBT target group, but also the overall market. 64% of non-LGBTQ people are more likely to buy from companies that show LGBTQ people in their advertising."
GLAAD / Edelman Trust Barometer