Subaru, Taco Bell, The Sims: brand heroes for LGB audiences

• Subaru, Taco Bell, Vans, and The Sims are clear favorites among lesbians, gay men and bisexuals.
• Digital-first banks and inclusive fashion brands perform better than traditional players.
• Media networks and video games show some of the biggest divides between LGB and straight audiences.
• Fast food and auto brands show smaller but still notable preference gaps.

Pride month is approaching, so which brands are winning with America’s gay and bisexual consumers? New data from YouGov BrandIndex shows which brands are especially popular with lesbians, gay men and bisexuals compared to heterosexual consumers. From fast food to fashion, we’ve found the brands with the biggest percentage point gap in purchase Consideration between LGB and straight audiences.

Auto makers

If any carmaker is a gay icon, it’s Subaru. LGB Americans are 10 points more likely to consider the make compared to straight consumers. Of course, “LGB” isn’t a homogenous audience, and Subaru is more popular among gay women (33%) than gay men (26%). Volkswagen and Volvo are also popular among LGB audiences, each showing a 7-point gap between them and heterosexual audiences.

Ford, Tesla, and Chevrolet, meanwhile, score a little better with straight drivers, suggesting a split in brand identity and lifestyle appeal.

Consumer banks

When it comes to banking, straight and gay preferences aren’t too far apart. That said, LGB Americans show more love for newer, digital-first banks. SoFi and Chime top the list, while Chase proves big players can win over this audience with the right approach.

Fast food

Taco Bell wins the gay fast-food crown, with a Consideration score 7 points higher among LGB diners. Raising Cane’s and Jack in the Box also find fans, proving that late-night cravings and bold flavors have universal appeal.

LGB audiences mostly avoid Chick-fil-A, however. A 10-point gap underscores the chicken brand’s rocky relationship with LGB audiences.

Apparel and fashion

Vans and Converse are the most relatively beloved fashion brands among LGB consumers, each posting 12- and 9-point gaps respectively compared to heterosexuals. Levi’s and Calvin Klein are not far behind, proving once again that inclusivity and authenticity never go out of style. Patagonia rounds out the top tier.

Meanwhile, Skechers, New Balance, and Lee underperform with LGB audiences.

Media networks

Media networks, along with video games, divide LGB and straight audiences most sharply. PBS, HBO, and Adult Swim are the big winners with LGB audiences, each earning Consideration scores 10 points or more higher than among straight viewers. Logo TV, a network focussed on LGBTQ+ content, and Comedy Central also make strong showings.

However, conservative news outlets like Fox News and Newsmax are much less popular, with Fox News showing a striking 17-point gap.

Skin care and cosmetics

When it comes to beauty, LGB Americans are more likely to favor Aquaphor, Aveeno, and Neutrogena. ColourPop and NYX, both known for their inclusive marketing, also land near the top.

Older, more traditional brands like Revlon, CoverGirl, and Johnson’s Baby trail behind.

Hotels

Among hotel brands, W Hotels takes the top spot for LGB travelers, followed by Hyatt and Hilton. These brands have long promoted LGBTQ+ inclusivity and it seems to be paying off. Airbnb also sees a boost, benefiting from its broad appeal.

At the other end of the spectrum, only one in twenty (5%) of LGB audiences would consider staying at Trump Hotels compared to one in ten (10%) heterosexuals. This hints that politics may play a role in hotel brand perception.

Video games

Video games are another sector where gay and straight tastes diverge sharply. LGB gamers seem especially interested in creative, community-driven titles. The Sims dominates with a 16-point lead. Animal Crossing, Zelda, Minecraft, and Mario also score highly, emphasizing exploration and creativity over competition.

Among heterosexuals, the most distinctive games are Call of Duty titles and sports games such as Madden NFL. Candy Crush Saga also has the highest point difference with 27% of straight Americans considering the game compares to 22% of gays, lesbians and bisexuals.

Methodology: Metrics in this article are drawn from YouGov BrandIndex, which continuously tracks brand health and consumer perceptions. Consideration scores represent the percentage of consumers who would consider purchasing from a brand, with differences calculated between LGB and heterosexual American adults. Data was gathered from a sample of 1700-3500 LGB Americans and 17000-45000 heterosexual Americans for each brand.