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Dentsu Inc. Diversity Lab Conducts "LGBT※1 Survey 2015" ― Estimates LGBT Market Size at Approximately 5.9 Trillion Yen ―
Dentsu Inc.'s Diversity Lab (DDL), a specialized organization addressing diversity issues, conducted a comprehensive survey this April targeting 69,989 people nationwide regarding sexual minorities (LGBT), including LGBT individuals. The results showed that 7.6% of respondents identified as belonging to the LGBT group, with the market size for products and services targeting this group reaching 5.94 trillion yen.
Furthermore, this "LGBT Survey 2015" revealed a consumption trend extending beyond the LGBT community to the general population that supports and advocates for them. DDL has named this trend "Rainbow Consumption"*2 and will explore it further as a new form of consumption.
In Japan, where diversity is advancing—as evidenced by the passage of the "Same-Sex Partnership Ordinance" in Shibuya Ward—awareness and understanding of the LGBT community are deepening. Companies are also beginning to address this from an employment perspective, suggesting that engagement with the LGBT community will continue to intensify.
DENTSU SOKEN INC. and DDL conducted an LGBT survey ( http://dii.dentsu.jp/project/other/pdf/120701.pdf ) in 2012. Nearly three years have passed since then, bringing changes in social conditions. Furthermore, inquiries and marketing consultations from companies and local governments have increased, prompting the decision to conduct this survey again.
Some of the findings from the survey are as follows:
■ LGBT Population Ratio: 7.6%
The proportion of people identifying as LGBT was calculated at 7.6% (5.2% in the 2012 survey*3).
This survey classified sexuality based on three combinations: "physical sex," "gender identity" (self-perceived gender as male or female), and "gender of romantic interest." Based on DDL's proprietary "Sexuality Map*4" (see figure below), individuals who did not identify as straight (heterosexual with aligned biological and gender identity) – specifically those not classified as ② (straight men) or ⑩ (straight women) in the figure – were defined as the LGBT demographic.
Figure: "Sexuality Map" created by Dentsu Inc. Diversity Lab
■ LGBT Market Size: ¥5.94 Trillion
We selected 22 product and service categories where household spending is significant and where consumers can relatively easily change their product choices based on preference. Using data from the Ministry of Internal Affairs and Communications' Household Expenditure Survey and Household Consumption Survey, and factoring in the LGBT demographic's consumption patterns within these categories, we calculated the LGBT market size to be ¥5.94 trillion.
■ Positioning LGBT-driven consumption as "Rainbow Consumption"
This survey not only examined consumption by LGBT individuals themselves (where spending is more active than the general population in areas like home appliances/AV equipment, furniture/interior goods, cosmetics, and cultural activities) but also focused on consumption generated by the surrounding general population supporting and endorsing the LGBT community (53% expressed intent to use products/services from companies supporting LGBT individuals). This revealed the potential for consumption arising from the societal acceptance of diverse relationships. DDL has named this consumption style "Rainbow Consumption" and will continue further research and investigation.
Note 2 : Market size was calculated separately for single-person households and households with two or more people, then combined.
<Overview of the Preliminary Screening Survey>
Survey Subjects: 69,989 individuals aged 20–59
Survey Area: Nationwide
Survey Period: April 7-8, 2015
Survey Method: Internet survey
＜Overview ofthe "Dentsu Inc. LGBT Survey 2015"＞
Survey Participants: 900 individuals aged 20–59 (500 LGBT individuals / 400 straight individuals)
Survey Area: Nationwide
Survey Period: April 9–13, 2015
Survey Method: Online Survey
Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/2015/0423-004032.html
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