Marketers, Dig Deeper.
The LGBTQIA+ Community is Not a Monolith.
While marketers put media and creative efforts in support of Pride this month, we believe the approach to doing so misses the mark.
Health and wellness marketers in particular should take note.
The latest wave of our Scout Health™ study shows how the LGBTQIA+ community is not a monolith.
Those who identify as lesbian, gay, or homosexual are about 50% more likely than the general population to be dealing with mental wellness concerns.
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But there are important nuances behind the surface.
Those who identify as bi-sexual are 2.2x more likely to be wrestling with their mental health. That’s an estimated 7 of every 10 members of the bisexual community who say they are suffering from a mental wellness issue.
There is also a dramatic gap between the use of and the trust for mental health sources that visibly varies across identities.
The bisexual community, the most impacted group identified in our study, consistently has the biggest gap between use and trust of health and wellness information and they are 72% more likely to say they do not have access to health and wellness information specific and relevant to them. Social media is the channel with the highest gap between usage and trust, health apps and health publications come right after.
Pride month has become an important cultural moment across the country and it’s wonderful that brands have begun to participate and celebrate this community. Finding a way to acknowledge the rich diversity and uniqueness of the communities that created the LGBTQIA+ movement will go much further than rainbow colored merch. And caring about the mental health of those specific groups who suffer the most can be a huge step ahead.
