Agency Mark Allen & Co. this week announced the launch of "PrideNOW," a specialized consulting service designed to help marketers navigate what it called “the increasingly challenging marketing environment and connect with the spending power of the fast-growing LGBTQ+ community year-round.”  

The new service, unveiled just ahead of Pride Month in June, will be led by Vice President of Client Relations and former Out Magazine Editor R. Kurt Osenlund.   

The agency noted research estimating that global LGBTQ+ community spending power is $4.7 trillion, up from $3.9 trillion in 2019. 

Also noted was a recent Gallup showing 7.2% of adults now identifying as LGBTQ+ – up from 5.6% in 2020 and 3.5% in 2012. For Gen Z, the number is much higher at 20%.