LSN : News : Stat: LGBTQ+ identification in the US reaches record high, driven by Gen Z

Tesco Clubcard marks 30 years with nostalgic campaign

30 Years of Clubcard by Tesco, UK

UK – Tesco is celebrating three decades of its Clubcard loyalty scheme with a campaign that blends nostalgia with a reminder of its ongoing value. Created by BBH London, the campaign revisits three decades of Tesco, Clubcard and British culture through the eyes of two neighbouring couples – one enjoying years of Clubcard rewards, the other missing out.

Directed by Sam de Jong, the film is soundtracked by Darude’s 1990s anthem Sandstorm and culminates in the reluctant couple finally signing up for a Clubcard in 2025.

In addition to the film, Tesco is rolling out a multi-channel campaign across AV, digital, OOH and print, featuring exclusive Clubcard rewards throughout 2025.

In Future Forecast: Retail, we identified a rise in innovative loyalty programmes that offer more personalised and exclusive experiences as brands vie for customer loyalty. The Tesco Clubcard campaign leans on heritage and nostalgia to brand itself as the UK’s leading loyalty programme, rewarding members with even more in its milestone year.

Strategic opportunity

At a time when rising costs and the enshittification of services are disillusioning consumers, use nostalgia-driven storytelling to re-ignite brand loyalty – celebrating heritage while offering fresh, tangible rewards that prove long-term value in the present

US consumers to stage economic blackout against corporate greed

US – On 28 February 2025, grassroots organisation The People’s Union USA is calling for a 24-hour economic boycott in response to rising living costs and corporate profiteering.

Dubbed the Feb 28 Economic Blackout, the movement urges consumers to avoid shopping online or in-store, boycotting major retailers such as Amazon, Walmart and Best Buy, as well as fast food chains and petrol stations. Participants are also encouraged to limit debit and credit card spending on non-essential purchases.

‘For our entire lives, they have told us we have no choice… that we have to accept these insane prices, the corporate greed, the billionaire tax breaks, all while we struggle just to get by,’ The People’s Union founder John Schwarz wrote in an Instagram post. ‘For one day, we are going to finally turn the tables.’

The movement echoes previous social media-driven protests, such as the Not My President’s Day demonstrations, highlighting growing consumer frustration over record corporate profits amid declining DEI efforts and economic hardship.

For more insights on consumer attitudes to spending, join our members-only online event, New Codes of Value, on 13 March.

Walmart, US

Strategic opportunity

As large retailers are the primary boycott targets, consider strengthening direct-to-consumer (DTC) strategies via owned e-commerce channels, local partnerships and subscription-based models to reduce reliance on major retailers

Stat: LGBTQ+ identification in the US reaches record high, driven by Gen Z

Ssense’s Bridal Capsule Collection 2.0, EU and UK

US – LGBTQ+ identification in the US has reached an all-time high of 9.3%, up from 7.6% in 2023, according to a report released by Gallup. The increase is largely driven by younger generations, particularly Gen Z, among whom 31% of women and 12% of men identify as LGBTQ+.

More than half (56.3%) of LGBTQ+ adults in the US identify as bisexual, with this figure rising to 59% among Gen Z and dropping significantly among older generations. ‘Younger women are the most likely to identify as bisexual and, by extension, LGBTQ+,’ explains Jeffrey Jones, senior editor at Gallup.

Transgender identification remains a small percentage of the overall population, at 1.3%, but is highest among Gen Z (4.1%), followed by Millennials (1.7%).

The report also highlights a political divide, with 14% of Democrats identifying as LGBTQ+, compared to 11% of independents and just 3% of Republicans.

As social attitudes continue to evolve, brands and policymakers will need to consider the growing influence of LGBTQ+ identities across generations.

Explore our Work States Futures macrotrend report and Identities topic to gain deeper insights into this community and track new developments in diversity and inclusion.

Strategic opportunity

As a workplace, how can you recognise the diverse identities and experiences of LGBTQ+ employees by creating truly inclusive workplaces that go beyond policies, ensuring all individuals feel genuinely seen, heard and valued?