ANA’s AIMM study shows strong consumer support for LGBTQ+ representation in advertising

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A breaking study indicates that consumers actively seek brands that support the LGBTQ+ community and may cease their patronage if these efforts are reduced.

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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 feels comfortable with but actively supports LGBTQ+ representation in advertising and media.

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The study, which surveyed a diverse group of over 2,300 adults ages 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.

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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.

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

What did it find?

77% of the general population are comfortable with gay and lesbian representation in ads, while 22% are not comfortable

74% of the general population are comfortable with transgender representation in ads, while 26% are uncomfortable

Four in 10 consumers show greater motivation to support brands that take LGBTQ+ marketing efforts; three in 10 remain neutral

For every consumer supporting brands that back down from LGBTQ+ advertising, there are 1.8 consumers who would withdraw support from brands that acquiesce to anti-LGBTQ+ attacks

Consumers are twice as likely to withdraw support for a brand that scales back its LGBTQ+ advertising due to criticism, with women being 40% more likely than men to withdraw their support

50% of non-LGBTQ+ self-identified allies would withdraw support from brands that back down from inclusive advertising efforts due to criticism

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“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,” Carlos Santiago, co-founder of the ANA’s AIMM, told The Drum. “We are witnessing a potential shift. We knew this was a special time in our environment, where we needed to hear from all consumers but how they feel about that LGBTQ+ representation.”

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Santiago adds that this survey provides marketers with two key takeaways. The first is that the LGBTQ+ community extends well beyond the 7% who identify as queer. When considering allies and family members of LGBTQ+ individuals, the community encompasses nearly 50% of American adults.

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The second point refers to one of the key findings: consumers are two times more likely to withdraw support for brands that back down on their pro-LGBQ+ efforts after experiencing criticism.

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“That is a major message to send to all marekters,” he said. “What we know, based on this survey, is that there is a very significant risk of losing the loyalty and support of LGBTQ+ allies and many others, in the general public, who do not think brands should be withdrawing their efforts to represent all segments of the population with equality.”

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