The Drum: Study shows strong consumer support for LGBTQ+ representation in advertising

August 28, 2023
by Santiago Solutions Group

ORIGINALLY PUBLISHED BY THE DRUM ON AUGUST 23, 2023

Survey of 2,300 US adults indicates that consumers actively seek brands that support the LGBTQ+ community and may cease their patronage if these efforts are reduced.

Amid all the controversy over LGBTQ+ advertising, a new report from the Cultural Inclusion Accelerator (CIA) and the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) suggests that a vast majority of the general population not only feel comfortable with but actively support LGBTQ+ representation in advertising and media.

The study, which surveyed a diverse group of over 2,300 adults aged 18 and above from across the United States during June, sought to understand public attitudes towards LGBTQ+ representation in various forms of media and advertising.

The study arrives in the wake of a summer that saw several brands retracting their LGBTQ+ advocacy and a wave of anti-LGBTQ+ laws. Household names like The North Face, Adidas, M&M’s, Calvin Klein and Target each faced criticism from conservatives for their pro-trans marketing campaigns. Notably, the backlash Bud Light received for its campaign featuring a trans influencer provoked an undercurrent of fear among marketers.

But this research shows markers where consumers’ heads are at, and it tells a much different story.

Quote from Carlos Santiago, CEO & Chief Strategist:

“We have recently seen marketers’ confusion as to whether they should double down on their LGBTQ+ efforts or take some time to rethink their … inclusive advertising, particularly LGBTQ+, and assess consumers’ expectations of brands. We are witnessing a potential shift. We knew this was a special time in our environment, where we needed to hear from all consumers about how they feel about that LGBTQ+ representation.”

Read the full article here on The Drum website

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For 20 years, Santiago Solutions Group (SSG) has guided growth pathways for scalable returns by uncovering cultural and marketplace insights.
These insights forge the fact-based foundation for effective business and brand growth strategies aligned with cultural insights across Hispanic & Asian acculturation levels, Black, LGBTQ, Non-Hispanic White, Gen Z, Millennials, and other segments.

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