Brands that embrace LGBTQ+ inclusive marketing campaigns are proven to drive consumer support, according to a recent study. The research revealed that the majority of consumers are supportive of LGBTQ+ inclusive advertisements, and brands may actually lose customers by retracting their LGBTQ+ marketing efforts in response to anti-LGBTQ+ criticism.
Earlier this year, right-wing groups initiated boycotts against Target and Bud Light for their LGBTQ+ inclusive marketing campaigns. While both brands initially experienced a decline in profits, their different responses will likely determine their long-term success. Target affirmed its commitment to LGBTQ+ support, while Bud Light referred to its campaign as a misstep, potentially indicating a future pullback on LGBTQ+ inclusive marketing.
The study, conducted by the marketing firm Cultural Inclusion Accelerator and the Alliance for Inclusive and Multicultural Marketing, found that brands that demonstrate inclusivity toward LGBTQ+ individuals and withstand criticism can enhance consumers’ opinions, trust, and interest in purchasing their products or services. Among the 2,300 consumers surveyed, approximately 59% expressed motivation or strong motivation to support brands that treat all employees and customers equally, regardless of sexual orientation. Surprisingly, even consumers who don’t identify as LGBTQ+ allies felt comfortable or indifferent about LGBTQ+ representation in brand marketing efforts.
The study further revealed that approximately 79% of all adults were comfortable or indifferent about gay and lesbian representation in advertisements, while 74% felt the same about transgender representation. This finding is particularly encouraging considering the recent rise in anti-trans rhetoric and legislation from right-wing groups.
Interestingly, the study indicated that if a brand were to back down from LGBTQ+ advertising due to right-wing pressure, it could potentially lose two customers for every customer who supported the decision. This trend was observed across different geographic regions in the US, including conservative areas, and among Gen Z consumers.
Around 8% of the survey participants identified as part of the LGBTQ+ community, with an additional 42% identifying as allies. This means that at least 50% of all consumers feel allied with the queer community. Among self-identified LGBTQ+ individuals, 65% felt underrepresented in brand advertisements.
The findings of this study align with a recent Ad Age-Harris Poll, which reported that 34% of consumers aged 18 to 34 were more likely to purchase from companies that support LGBTQ+ rights, not just during Pride Month but throughout the year. This is significant, considering nearly one in four teenagers identifies as non-heterosexual, and as they grow older and have more purchasing power, they are increasingly likely to support inclusive brands that align with the LGBTQ+ community.
A separate study conducted by the LGBTQ+ media monitoring organization GLAAD echoed these results, revealing that 70% of non-LGBTQ+ adults out of 2,500 respondents believed companies should publicly support the LGBTQ+ community through inclusive policies, advertising, and sponsorships.
Despite concerns from some brands about getting caught in a cultural war, demonstrating allyship during this sensitive time not only fosters brand loyalty but also lays the foundation for broader societal change. Experts recommend that brands releasing LGBTQ+-inclusive marketing campaigns should be prepared to explain their decisions and provide talking points to help employees confidently respond to any backlash.
Brands can also show their support for the LGBTQ+ community in various ways, such as donating to LGBTQ+ community efforts or encouraging their employees to contribute. These types of donations can contribute to social and political efforts aimed at creating a more inclusive society for the queer community and its allies.
In conclusion, the study affirms that LGBTQ+ inclusive marketing campaigns not only garner support from consumers but also enhance brand reputation and loyalty. Brands that continue to embrace inclusivity and withstand criticism are more likely to thrive in the long run.
