LatinX Consumer Engagement

Media at the Intersection of Latinx and LGBTQIA+

Brands and Media Can Make a Difference

Given the current backlash against LGBTQIA+ and its impact on the community, what can brands and media do to truly be LGBTQIA+ allies?

About twenty percent (20%) of LGBTQIA+ Americans identify as Hispanic/Latinx, according to UCLA’s Williams Institute. Notably, the same report finds that “the majority (64%) of Latinx LGBT adults and 40% of Latinx transgender adults reported feeling connected to the LGBT community,” but “less than half (43%) of Latinx LGBT adults reported feeling connected to the Latinx community” (emphasis added).

by Adriana Waterston and A. Anthony, Ph.D.

Mental health, self-care, and resilience not only mirror LGBTQIA+ Latinx values but also the state of their consumer engagement. Values-aligned media, entertainment, and tech consumption can be a way for Queer Latinx consumers to ameliorate everyday experiences of minority stress: “the stigma and experiences of discrimination create[s] a stressful social environment that can lead to mental and physical health problems for LGBT” (UCLA School of Law 2021). How might brand executives and creatives better address the wants/needs of LGBTQIA+ consumers, including those in Hispanic/Latinx media?

The latest Horowitz study FOCUS Latinx: State of Media, Entertainment, and Tech: Consumer Engagement 2023 was recently published. The study investigates the connection between brand considerations and socio-political attitudes. According to the survey, one-third of Latinx consumers have experienced discrimination because of their background; 3 in 10 have experienced racism. One-third of Latinx women surveyed have experienced sexism, and over half of the Latinx LGBTQIA+ population surveyed have experienced homophobia or transphobia.

Hispanic/Latinx media plays an important role in the celebration of Latinx culture and identity. As such, spending substantial advertising dollars supporting Latinx media has a meaningful positive impact on Latinx consumers deciding to buy from a company. Other company stances that significantly affect the decision to buy from them include initiatives to help protect the environment, following fair trade policies, publicly supporting a woman’s right to choose, and publicly supporting a path to citizenship. 

Many Latinx consumers are also LGBTQIA+ allies, even more so than consumers overall (42% of Latinx are allies, compared to 38% among the total market). This is especially true for nearly half (46%) of English-language-oriented Latinx consumers. Relatedly, nearly half (45%) of Latinx consumers surveyed say that when a company publicly supports the LGBTQIA+ community, it positively influences their decision to buy from that company. 

Representation of LGBTQIA+ in content is also important. Nearly 1 in 3 Latinx consumers are more likely to watch a show that has LGBTQIA+ characters; among LGBTQIA+ Latinx, this rises to 76%. In addition, 36% of younger Latinx and 49% of politically liberal Latinx also are more likely to watch a show with LGBTQIA+ representation.

The recent Horowitz report stresses the need for corporate America overall, and Hispanic/Latinx media in particular, to reflect on how LGBTQIA+ Latinx audiences can feel more “seen” by the brands and media they consume. Given the current backlash against LGBTQIA+ stories, lifestyles, and basic human rights and its impact on the community, what can brands and media do to truly be LGBTQIA+ allies?

The full FOCUS Latinx: State of Media, Entertainment, and Tech: Consumer Engagement 2023 report explores different segments of Latinx consumers and their attitudes towards hot-button topics to help media companies, advertisers, advertising/marketing agencies, and PR companies make smart decisions about Latinx marketing and outreach. The survey was conducted in July 2023 among 606 Latinx adults 18+. Data have been weighted to ensure results are representative of the overall U.S. Latinx population. The survey is offered in both English and Spanish. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

Adriana Waterston is an Executive Vice President and Insights & Strategy Lead at Horowitz Research. A thought leader in the diversity space, Adriana has consulted for clients in entertainment and news media, technology and telecommunications, travel and hospitality, CPG, retail, toys, beauty and personal care, and the emerging Cannabis market, among others.

A. Anthony, Ph.D., is a Cultural Insights Strategist at Horowitz Research. They are a qualitative researcher and a community educator with a Ph.D. in American Studies. Their work focuses on uplifting and documenting the everyday lives of under-represented, under-resourced, and hyper-stigmatized communities in the urban United States.

For more information about the FOCUS Latinx: State of Media, Entertainment, and Tech: Consumer Engagement 2023 report, visit: To purchase the report, schedule an interview with an analyst, or to request specific data, please contact Nicole Cicogna:  [email protected], 347-738-1574.

About Horowitz Research division of M/A/R/C Research

Horowitz Research is a leading provider of consumer market research specializing in consumers and their relationships to media, content, and technology with a particular expertise in cultural insights among America’s Black, Latinx, Asian, LGBTQIA+, and Gen Z and Gen Alpha audiences. The company offers a full suite of à la carte syndicated reports as well as custom quantitative and qualitative consumer research for companies ranging from small start-ups to Fortune 500. Horowitz Research was recently acquired by M/A/R/C Research, a Texas-based research and insights firm. For more information, visit

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