Lyft recently introduced “Women+ Connect,” a feature allowing women and nonbinary riders to select drivers of the same gender. Developed in collaboration with organizations like the Human Rights Campaign, this initiative addresses safety concerns and sexual assault incidents, demonstrating the benefits of enhanced self-identification and user-protection options for vulnerable populations.
This advancement might seem surprising given the widespread scrutiny over Big Tech’s handling of user data, particularly regarding privacy, discrimination and safety. Nonetheless, enhanced data collection methods are crucial for better supporting minority groups, especially LGBTQ+ individuals.
Until recently, laws considered sexual orientation to be sensitive information and exempt from routine data collection. This has led to a significant gap in data on LGBTQ+ individuals, complicating efforts to support and represent this community effectively.
Also, traditional demographic data collection often lacks the subtlety needed to capture the complex identities within this group, which is essential for understanding and addressing the diverse needs of LGBTQ+ populations. These dynamics are essential to brands navigating an ever more nuanced world where LGBTQ+ consumers are in the most diverse and fast-growing demos.
Marketers looking to provide value and create inroads are concerned about making missteps, and this sort of data can embolden their outreach. Accurate data is foundational for facilitating authentic representation, reducing stereotypes, fostering societal acceptance and emboldening respectful engagement.
Recent initiatives
In response to the growing need for more data, the U.S. Census Bureau is soliciting public feedback on proposed changes to the 2024 American Community Survey. The focus is on refining verbiage, questions and response options related to sexual orientation and gender identity (SOGI). This initiative aims to capture a broader spectrum of LGBTQ+ identities, improving the accuracy of data for policymaking and service provision.
Despite these needed efforts, political resistance persists. Senators Marco Rubio and J.D. Vance have expressed concerns that including SOGI questions could invade privacy and “politicize” the survey. Meanwhile, just so far this year, over 550 legislative proposals aiming to restrict transgender rights have been introduced across the U.S.
