How Gen Zers navigate their LGBTQ+ identity in adland

Feature

Campaign spoke with three Gen Zers in the admarket industry to delve into when and how they disclose their LGBTQ+ identities.

by Emma Thumann July 10 2026

The LGBTQ+ community has more than doubled since 2012, per Gallup data; 9% of U.S. adults now identify as LGBTQ+, which rises to 23% for 18- to 29-year-olds. While the community is growing and becoming more visible, the decision among LGBTQ+ employees to disclose their identities at work is a complicated one.

“It comes from a place of defense and protection,” said Matt Gibson, account manager, Movers+Shakers. “It’s very, very easy for your mind to drift to the extreme; the worst outcome of ‘they’re not going to like who I am.’”