LGBTQ-Inclusive Advertising - is it a Win with All? [REPORT]

With Pride Month well on its way, many businesses have looked at how to better connect with the LGBTQ community.  
 
Some companies do it through community events, through workplace policies and organizations. 

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With that said, certain consumers are more likely to do business with these companies, such as:

• 74% Gay and lesbian individuals
• 60% Bisexual people 
• 52% Liberals
• 35% High-income earners
• 32% 18-34-year-olds

 
Advertising is one significant way for companies to communicate their values. Companies like Campbell's, Colgate, Ikea and Nordstrom are among the businesses that have featured same-sex couples in their advertising. Although, 46% of Americans say that seeing an ad with a same-sex couple wouldn’t make them more or less likely to purchase a product, there are some consumers who it does affect in their choice of seeing an ad:

• 60% Gay/lesbian people
• 40% Bisexual people
• 29% Liberals
• 20% of those $100K+ HHI

 
However, if brands are participating in specialized advertising for Pride Month, they may want to be careful about their tactic. We asked Americans, if a company debuts special Pride-themed gear or content, they’re likely to see that decision more as a marketing tactic than being genuine:

• 50% Americans
• 54% Bisexuals
• 46% Gay/lesbian
• 47% Liberals
• 49% Parents

Advertising is one significant way for companies to communicate their values. Companies like Campbell's, Colgate, Ikea and Nordstrom are among the businesses that have featured same-sex couples in their advertising. Although, 46% of Americans say that seeing an ad with a same-sex couple wouldn’t make them more or less likely to purchase a product, there are some consumers who it does affect in their choice of seeing an ad:
·      60% Gay/lesbian people
·      40% Bisexual people
·      29% Liberals
·      20% of those $100K+ HHI

However, if brands are participating in specialized advertising for Pride Month, they may want to be careful about their tactic. We asked Americans, if a company debuts special Pride-themed gear or content, they’re likely to see that decision more as a marketing tactic than being genuine:
·      50% Americans
·      54% Bisexuals
·      46% Gay/lesbian
·      47% Liberals
·      49% Parents

You can read more or view the entire report or chart at YouGov. 
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See full data results as well.

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