Brazil - First Large Scale LGBT Research Released

NOVEMBER 23, 2017 - São Paulo, Brazil             LINK para texto em português.

(OUTNOW) -- The world's leading LGBT-focused consulting specialists, Out Now, today released findings from the largest analysis ever undertaken of people in Brazil who are lesbian, gay, bisexual or transgender (LGBT).

The research is part of Out Now's LGBT2030 research initiative - the largest global study into factors impacting on LGBT lives around the world.

Key findings released today include:

  • Brazil is home to an estimated 9.5 million LGBT people (sources: Out Now LGBT2030 / Yankelovich). 

  • One in four respondents (25.0%) reported that they were at harassed at work in the past year due to being perceived to be LGBT. 

  • While more than one in three respondents (36%) are able to be openly LGBT with work colleagues, almost one in five respondents (19%) reported they are not able to be openly 'out' as LGBT with anyone in their workplace. A further 20% said they only told a small number of trusted colleagues at work that they are LGBT.

  • More than 1 million (1.2 million) LGBT Brazilians are believed to have been refused goods or services in the past twelve months because of anti-LGBT prejudices on the part of the vendor.

Despite this, the research revealed some high levels of expenditure in a number of consumer categories.

In analysing what the report called the 'internet-reachable' portion of the Brazil market - being 5.7 million LGBT Brazilians with viable online access - various consumer outcomes have been analysed, including the following:

  • 4.8 millions LGBT Brazilians have high-speed access to the internet. 

  • 1.3 million own an Apple iPhone and 743,000 want to buy one during the next year while 1.9 million LGBT Brazilians own a Samsung Galaxy. 

  • Annual spending on mobile voice and data plans is R$ 4,5 billion (USD$1.4 billion). 

  • 54% of respondents say they are "very likely" to consider choosing a brand that directly targets them as LGBT consumers. 

  • 1.9 million LGBT Brazilians want to buy a new car in the next year. 

  • 458,000 LGBT Brazilians own an investment property.

The research does not contend that LGBT Brazilians earn more or less than other Brazilians and analysis concluded that all LGBT Brazilians account for a total of R$444,2 billion (USD$141 billion) income each year (sources: World Bank / Out Now).

The study's researcher Ian Johnson, Chief Executive Officer of Out Now said his firm was delighted to release the new report on the lives of LGBT Brazilians.  [IMAGE 1, IMAGE 2, IMAGE 3]

"I am so pleased we commence the new 2017/18 round of global LGBT2030 research in Brazil - an important country in the region and the world," Johnson says. "The study findings reveal a great deal of new insights into the experiences lived every day by LGBT people in Brazil and I want to thank the more than 4,000 LGBT Brazilians who shared their information with us."

Ulrich Zachau, Director, World Bank, Bangkok said such survey work has a role to play in advancing LGBTI (lesbian, gay, bisexual, transgender, intersex) inclusion from a global perspective.  

"LGBTI people enjoy growing social acceptance and financial and market clout in some countries, even while anti-LGBTI discrimination and violence continue in others," says Mr Zachau. "Little is known about the diverse economic and social conditions, contributions and concerns of LGBTI people around the world.  More and better data are essential to raise awareness, underpin tailored public policies and programs, and inform private investment and business practices, to promote equal opportunities and the full economic and social participation of LGBTI people in their communities.  Out Now's LGBT2030 research initiative is innovative in combining commercial consumer and public opinion and attitude survey work.  Along with academic, policy, and advocacy research, I believe, such work can help foster the inclusion and improve the lives of LGBTI people, and ultimately contribute to building better societies, for all people, everywhere."

Ricardo Gomes, President of the Brazilian LGBT Chamber of Commerce and Tourism said the new research is important.

"We are experiencing a growing recognition that LGBT Brazilians contribute to the economy and culture at all levels," Mr Gomes says. "The Brazilian LGBT Chamber of Commerce and Tourism, an entity dedicated to promoting entrepreneurship, employability and economic development for the LGBT community and business in Brazil, recognizes the importance of the data revealed by the new Out Now survey.  The LGBT2030 Global Report sheds new light on how the immense LGBT population consumes, thinks, decides and faces different problems.  For the first time, a survey deals with the LGBT segment in Brazil in a reliable and realistic way, addressing issues such as discrimination in the workplace, formation of families and how this group earns and spends its money.  We can all learn a lot from this report. It would not be overstating the situation to say that access to these new data can even accelerate our social and economic progress."

Report sponsors included Hornet and Switzerland Tourism.

André Fischer, Country Manager, Brazil for Hornet said his company was pleased to sponsor the new study.

"The growing interest in the LGBT segment did not find any counterpart in data that could corroborate the importance of these consumers in Brazil," Fischer says. "There was also a lack of consistent information about the experiences of these citizens. With access to reliable data, provided for the first time on a large scale in the country by the Out Now LGBT2030 Brazil Survey, we can finally know more precisely who we are, what are the demands and the best way to reach the Brazilian gay audience." 

Urs Eberhard, Head of Markets, Switzerland Tourism said his organization chooses to welcome and support LGBT people from across the world.

"Switzerland Tourism has long been proud of our work to welcome our LGBT guests," Eberhard says. "It is our pleasure to be able to support this global LGBT2030 research initiative by Out Now, to help us all better understand how to meet the needs of LGBT people, wherever they live in the world. We know there is still so much work to be done in this important area to make all feel equally valued around the world, so we see our support of this project as one way we can help to advance respect for LGBT people, wherever they may live."

Copies of the new LGBT2030 study report on Brazil can be downloaded free-of-charge at this LINK (in both Portuguese and in English).


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About the LGBT2030 Brazil 2017 research

This LGBT (lesbian, gay, bisexual, transgender) market survey is the first of a round of global LGBT2030 research taking place during 2017 and 2018. The LGBT2030 study is the world's largest global research initiative which has, since 2010, analyzed the responses of more than 100,000 LGBT people living in more than 20 countries across the world.

Sampling was undertaken during June and July 2017. Sample size is 4018 respondents.

About the LGBT2030 Study

The LGBT2030 study is focused squarely on providing world's-best data on the issues faced by LGBT people every day.

One of the hallmarks of the research is its focus upon providing a globally comparable data set able to be directly compared across countries and over time.

Many of the key questions are repeated in the studies' individual samples.

Some questions are replaced with new questions sample-to-sample - but always ensuring that the same questions are asked of respondents in their primary language/s.

Since commencing, the study has sampled into 24 countries globally in 12 native languages. Data has been collected and reported on in four main sample periods: 2010, 2012 and 2014/15 and 2017/18.

In the immediate period ahead, LGBT2030 continues to expand its reach into new countries as well as updating its longitudinal data for many key markets.

The 2017 LGBT2030 Brazil sample is reported on in this document [LINK].

Comparative data from other global countries from this round of LGBT2030 research is to be released in the first half of 2018.

About Out Now

For over 25 years, leading organizations have relied on Out Now to deliver tailored specialist services to advance LGBT business development - whether focusing on LGBT people as customers, citizens or employees.

We deliver leading-edge outcomes for clients in diverse areas, including: LGBT research insights, education and training of teams, creative consumer communications, media activations, brand strategy, tactical LGBT marketing guidance and employee engagement strategies.

Our work is widely recognised globally. Out Now is the only LGBT specialist advisory firm recognised in the Global Diversity List, supported by The Economist.  

More information available at www.OutNow.LGBT and