The LGBT community in China consists largely of young people who have an educational attainment level of bachelor’s degree or higher. They are most likely to be employed full-time and are located in first tier cities such as Beijing, Shanghai, and Shenzhen.
Homosexuality is still a sensitive topic in China, where traditional family values are strongly ingrained and the pressure to wed and continue the family line is unrelenting. Only a small percentage of LGBT respondents—numbering in single digits—admit that they convey their sexual tendencies openly, not restricted to friends or family. In the workplace, most respondents choose not to reveal their sexuality or only confide in colleagues with whom they have close relationships.
The purchasing power and preferences of the LGBT community offers unique business opportunities to manufacturers and retailers. By supporting LGBT political causes, companies can make an impact on the buying decisions of the LGBT community in China. Furthermore, Chinese LGBT consumers are especially enthusiastic about electronic devices, skincare products, and entertainment. They also tend to make leisure trips frequently.