LGBT Market - Census Data Research

Ian Johnson, Out Now
October 24, 2007

TOPICS: LGBT market. Gay and lesbian equality. US LGBT market research. UK LGBT market research. Lord Browne. CEO of BP. Gay workplace issues. LGBT at work. New US research into gay and lesbian incomes based on analysis of US Census data is released.


Lesbian and gay people are notoriously difficult to reach. This can hold true for both gay marketing efforts, as well as the efforts of LGBT market research studies: where researchers seek to better understand the attitudes and experiences of lesbian, gay, bisexual and transgender people.

One relatively recent development has been the collection of market research data by analyzing gay and lesbian respondents to periodic national Census data research.

In several key LGBT markets - including Canada, Australia and the US - Census figures now collect some limited data on gay and lesbian respondents.

For example, in Australia, Census studies are able to analyze respondents to Census data collection who choose to indicate that their relationship to another household member is a gay or lesbian relationship. That provides some data for research analysts to consider comparing gay and lesbian people with their heterosexual equivalents.

The method is not foolproof of course.

In Australia, under-reporting is alleged by gay rights groups as the methodology requires a willingness on the part of gay and lesbian respondents to be willing to out themselves, even if only to the person collecting their Census form. Such claims seem justifiable, especially in rural areas where a Census data collector may be personally known to respondents who might not otherwise be out in their community.

It is also necessary to be in a current gay relationship on the day of the Census data collection in order to be counted as a gay respondent -- so single gay and lesbian people are not counted by such research -- as well as having to be physically staying under the same roof as your lesbian or gay partner on Census night.

Whilst not perfect, research studies comparing gay and lesbian respondents who meet such criteria in Census data to their non-gay equivalents is still interesting to look at to improve the overall assessment of LGBT communities in society.

One such study is out today from the University of New Hampshire - which looks at gay and lesbian US Census data responses and compares it with similar research for respondents able to be identified as non-gay or lesbian.

This new study suggests that the so called 'Pink Ceiling' is in effect in certain key categories in the US LGBT labour market - noticeably in relation to white collar gay men and blue-collar gay men, each category of whom earn less than their non-gay colleagues.

The research makes some sense if we think about the issues behind coming out as gay at work. Out Now has new UK LGBT market research that measures, for the first time, the extent to which research respondents fear that coming out as gay in their own workplace might impede their opportunities for promotion at work.

The most famous case this year of course was the outing and subsequent resignation of Lord Browne, former gay CEO of British Petroleum BP.

The New Hampshire study though claims that, at least statistically, lesbians do not experience similar discrimination and career issues -- a finding we know to not be the case in reality for many lesbians on an individual basis. Lesbians do experience workplace harassment, and fear it, even if not in the US market to the same degree as gay men might.

The reality for many gay and lesbian people is that it is not always that easy to navigate a world where you are a member of a not immediately visible minority group. Especially one where discrimination -- whether spoken or merely suspected -- can affect your daily life in many ways to a significant extent, including in the workplace.

Ongoing research is needed, and the extent to which more research studies are undertaken into LGBT community and LGBT market issues will ultimately influence the continuing shift of a gay and lesbian market now rapidly moving out of the margins, and into the mainstream of modern society.

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