A study conducted by the Gay and Lesbian Alliance Against Defamation (GLAAD), the world’s largest lesbian, gay, bisexual, transgender, and queer (LGBTQ) media advocacy organization, has found that 90% of the advertising industry believes it’s very important to feature the LGBTQ community in advertising — despite the ever-present risk of a backlash.
GLAAD’s 2024 Visibility Perceptions in Advertising, based on a survey of 200 decision-makers and marketing executives from advertisers and advertising agencies, found increases across the board on whether advertising pros viewed representing specific LGBTQ segments to be important. For example, the importance of transgender representation has increased by 71% vs. 2021, when GLADD’s last study on the matter was released. For bisexual representation, it’s a 69% hike, and for nonbinary representation it’s a 34% increase.
“This report underscores what GLAAD and many researchers have uncovered in the past few years: LGBTQ inclusion is a future-proofing brand growth strategy,” Meghan Bartley, GLAAD Senior Director of Agencies, Brands and Engagement, said in a release. “While Gen Z and Millennial consumers are more likely to be, know, and support LGBTQ people and the purchasing power of LGBTQ people in the U.S. is $1.4 trillion, the real argument for inclusion lies with expectations of consumers across demographics.
“A majority of consumers support pro-LGBTQ brands, are more likely to buy or use brands with demonstrated commitments, and are more likely to support brands facing backlash rather than the critics,” Bartley continued. “The industry understands this, which is why we see an increase in expected brand commitments to LGBTQ efforts since 2021. Brands who have yet to engage in LGBTQ strategies must start today for long-term growth.”
Among other findings, the study found the advertising industry is more fearful of enduring backlash due to LGBTQ inclusion vs. facing backlash for a lack of LGBTQ inclusion. This, GLADD says, is despite the finding that consumers — especially younger ones — are 51% more likely this year to say the ad industry isn’t doing enough to achieve appropriate representation.
The research also concluded that there has been an 80% increase in the industry saying the LGBTQ community is very important to their business vs. 2021 — and that 69% of advertisers and agencies have funds specifically allocated to targeting the LGBTQ community. That’s up 17% from the prior survey in 2021.
“Our 2024 Visibility Perceptions in Advertising shows there is significant work to be done to empower brand and agency leaders to not only ‘get it right,’ but to partner with organizations like GLAAD as a business partner to meet shared goals,” said GLAAD President & CEO Sarah Kate Ellis. “We cannot let fear and fringe anti-LGBTQ activists dilute the work that has been done in the name of visibility, acceptance and opportunity. Now is the time for action and to put years of data to the test to meet this bifurcated cultural moment.
“One path leads to turning your back on millions of new consumers entering the marketplace and workforce, while the other welcomes growth and new business opportunities,” Ellis said. “The question is not if LGBTQ people should be included, but how. Our teams look forward to partnership that places companies on the path of inclusion and success.”
To download the full study, click HERE.
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