Equality Institute

Transgender Data, Transgender Research, Transgender Customer Data, LGBTQ Customer Research

Data and research on LGBT customer service and the guest experience.

Data & Research on the LGBTQ Experience

Trans and gender non-conforming customers and guests

  • 82% of trans and gender non-conforming guests have been misgendered in the past year in a restaurant, store, bank or other public space
  • 63% of trans and gender non-conforming guests are afraid of being misgendered in those spaces
  • 23% report being refused service or provided terrible service in stores, banks and other public places because of their gender identity
  • 60% reported restroom discrimination or conflicts in public spaces
  • 97% of trans and gender non-conforming guests are more likely to support a business that trains its workers on how to be sensitive to their needs

Source: 2016 Equality Institute Survey on the Customer Service Experience of Transgender and Gender Nonconforming Guests

Trans and gender-nonconforming students and patients

  • 19% reported being refused medical care due to their transgender or gender non-conforming status
  • 42% reported being misgendered in a medical setting
  • 40% reported being misgendered by public workers such as police and airport workers
  • 16% reported being refused service or provided terrible service by police or airport workers because of their gender identity
  • Those who expressed a transgender identity or gender non-conformity while in grades K-12 reported alarming rates of harassment (78%), physical assault (35%) and sexual violence (12%); harassment was so severe that it led almost one-sixth (15%) to leave a school in K-12 settings or in higher education.
  • One fifth (22%) of those who are transgender and gender non-conforming reported being denied equal treatment by a government agency or official; 29% reported police harassment or disrespect; and 12% had been denied equal treatment or harassed by judges or court officials.

Sources: 2016 Equality Institute Survey on the Customer Service Experience of Transgender and Gender Nonconforming Guests, the National Transgender Discrimination Survey produced by the National Center for Transgender Equality and the National Gay and Lesbian Task Force

Engaged and recently married LGBTQ couples

  • 86% of LGBTQ couples surveyed find it very important that a vendor serves and supports our weddings
  • 87% find it very important that a vendor is inclusive/provides services to all types of couples regardless of gender, race, etc.
  • 52% were afraid of rejection based on sexual orientation/gender identity
  • 25% either know for sure or suspect they were rejected based on their sexual orientation/gender identity

Source: 2016 Survey of Contemporary Couples & Current Wedding Trends sponsored by CMI Community Marketing & Insights, WeddingWire, GayWeddings.com and the Gay Wedding Institute. 

LGBTQ travel habits

  • 93% of LGBTQ take leisure trips at least one a year 
  • 25% travel more than 5x per year, averaging 20 days vacation 
  • 75% travel by air on those trips
  • 69% are more likely to travel to a destination because of that Convention and Visitor Bureau (CVB)'s LGBT marketing. 39% spend more at that destination if the CVB advertises to them
  • 27% of gay men and 24% of lesbians stay at luxury hotels

Source: The Community Marketing Survey on Tourism and Hospitality

Americans' support of LGBTQ inclusivity

  • 67% of Americans supported federal nondiscrimination legislation to include LGBT
  • 75% of all Americans agree that regardless of the legal name and gender of an employee, employers should use an employee’s pronouns and desired name when communicating with them and when referring to them to third parties.
  • 73% of all Americans agree that employers should learn everyone’s pronouns and preferred name and use them in the workplace.
  • 59% of all Americans agree that regularly misusing a colleague’s pronouns or preferred name is a form of workplace harassment.
  • About 2/3rds of all Americans agree that appropriate restroom access should be available for transgender adults at work and in public, without requiring medical transition.
  • Nearly 9 out of 10 (88%) of all Americans in accord that employees should be judged for how well they perform their jobs, and not whether they are transgender. 

Source: the 2016 Out & Equal Workplace Survey

 

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