New Pride at Every Age primary consumer research report by Morning Light Strategy brings to life the voices of the LGBTQIA+ population and examines the contrasts between the journeys experienced by Older and Younger members of the community.
Our latest insights explore how Older LGBTQIA+ Adults describe their personal journey.
"What 3 adjectives would you use to describe your personal journey as an LGBTQIA+ person?"
Regardless of age, adjectives reflect a rich and varied spectrum of experiences, capturing both the joys and challenges of the LGBTQIA+ journey.
General Sentiments: 6 Shared Themes Among Different Age Ranges
#1. Freedom & Authenticity
Words like "free/freedom/freeing," "authentic," "liberated/liberating," and "empowering/empowered" convey a strong positive sentiment related to personal liberation and authenticity.
#2. Challenges & Struggles
Words like "difficult," "challenging," "hard," "struggle," "overwhelming," "tired/tiresome," "complicated," "pain," and "stressful" convey negative sentiments associated with the difficulties faced by some in the LGBTQIA+ community.
#3. Love & Acceptance
Words such as "love/loved/loving," "accepted/acceptance/accepting" and "supportive/support" indicate positive sentiment of warmth, acceptance, and community support.
#4. Fear & Anxiety
Words such as "scary," "fearful/fright/fear," "anxious," and "nervous" highlight the fear and anxiety experienced by many.
#5. Joy & Fulfillment
Adjectives like "happy," "hopeful," "joy/joyful," "rewarding, "wonderful," "amazing," and "complete" reflect positive emotions and a sense of fulfillment.
#6. Loneliness & Isolation
Adjectives like "lonely," "misunderstood, "hidden," "closeted," and "privacy" suggest feelings of loneliness and isolation.
Age 18-49: Sentiment is a mix of optimism & struggle
While there is a strong focus on positive experiences like acceptance, love, and joy, there are also significant mentions of difficulties, fear, and confusion related to navigating their identities.
Emphasis on words like "happy," "hopeful," "fun," "joy/joyful," "free/freedom/freeing," and "authentic" suggests a generally optimistic and positive outlook.
Focus on "love/loved/loving," "accepted/acceptance/accepting," and "supportive/support" indicates the importance of finding acceptance and forming supportive relationships.
Use of words such as "difficult," "confusing/confused," "challenging," "hard," "fearful/fright/fear," "anxious," and "lonely" reflects the immediate challenges and emotional struggles faced by younger LGBTQIA+ individuals.
Adjectives like "questioning" and "curious/curiosity" indicate a period of self-discovery, which can be both exciting and challenging.
Age 50+: A balance of pride and resilience with acknowledgement of past hardships.
There is a strong sense of accomplishment, fulfillment, and satisfaction, tempered by the recognition of the challenges they have overcome.
Frequent use of words like "proud/prideful/pride," "happy," "rewarding," "hopeful," "complete," "satisfaction," "fulfilling," and "genuine" indicates a sense of achievement, contentment, and fulfillment.
Emphasis on "strong," "brave," and "courageous" highlights resilience and positive self-regard developed over time.
Adjectives such as "difficult," "challenging," "hard," "struggle," and "pain" suggest that older LGBTQIA+ people have faced significant hardships and discrimination throughout their lives.
Words like "introspective," "real," and "reflective" indicate a more contemplative approach, often associated with a realistic acknowledgment of past struggles
A multifaceted experience across generations
Both 18-49 and 50+ people express a mixture of joy, anxiety, and resilience, underscoring the complex and multifaceted nature of LGBTQIA+ experiences across different generations.
In our latest report, Pride at Every Age: Contrasting the LGBTQIA+ Journeys of Younger & Older Adults, we explore the language, identities, perceptions, opinions and insights of the LGBTQIA+ community, including how both Older and Younger Adults describe their personal journey and identity, how they perceive the journey at large over time, and what they hope and expect the future to bring.
The future is old. Are you ready?
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Research Methodology: Online survey conducted by Morning Light Strategy on June 20-21, 2024 among a national sample of N = 100 US Adults aged 18+ that identify as LGBTQIA+ (N = 50 Aged 18-49; N =50 Aged 50+).
About: Morning Light Strategy is an insights & advisory agency on a mission to help brands and organizations plan and position for the global shift toward an older demographic. We help our clients make the strategic business, marketing and innovation decisions that will accelerate their growth among 50+ consumers and their caregivers. To learn more, visit: www.morninglightstrategy.com
