Key Takeaways from the ANA’s 2024 LGBTQ+ Marketing Inclusion Survey
Recent findings from the ANA's latest LGBTQ+ Marketing Inclusion Survey show an upswing in support for LGBTQ+ representation in marketing. For instance, the report found that 55 percent of marketers participate in some form of LGBTQ+ marketing, with a resounding 97 percent believing inclusivity has a positive brand impact. Rainbow-washing has decreased, with inclusive marketing becoming more of an all-year occurrence, rather than just a Pride-month moment.
However, it is important to note that LGBTQ-friendly marketers still report facing challenges and barriers, including navigating "brand-safe environments" at 39 percent and dealing with consumer resistance also at 39 percent. An overwhelming number of marketers (82 percent) want to increase their LGBTQ+ ad presence, illustrating that marketers need to find and embrace new opportunities to speak to the community.
And marketers have every incentive to speak to this community, as it is a sizable one: As of 2023, 7.2 percent of U.S. adults identify as lesbian, gay, bisexual, transgender, or non-binary, according to Gallup. Pew Research Center's data from 2022 found that 17 percent of adults under 30 identify LGBTQ+. When it comes to spending power, the report noted that "in 2021, LGBTQ+ spending power in the U.S. was estimated to exceed $1.4 trillion."
Other notable findings from the report include the following:
- 34 percent of advertisers include LGBTQ+-targeted media in their marketing.
- 65 percent of employers encourage pronoun use; however, only 34 percent of the respondents include pronouns in their work email signatures.
- 83 percent of respondents believe brand loyalty increases due to inclusive marketing.
- 93 percent believe it's "important for the LGBTQ+ community to be visible in advertisements."
- 78 percent of respondents felt their employer is supportive of the LGBTQ+ community, which is down from 86 percent in 2021.
Key recommendations from the report:
- Foster and nurture inclusivity in ads by featuring "identifiable LGBTQ+ community members (e.g., same-sex couples, out celebrities, LGBTQ+ social settings)."
- Cast LGBTQ+ people in ads.
- Never assume a person's pronouns; instead, ask.
- Create inclusive ads all year, not just in June.
- Foster an inclusive work environment.
- Create LGBTQ+ employee resource groups.
- Partner with LGBTQ+ agencies.
The views and opinions expressed in Industry Insights are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Joanna Fragopoulos is a director of editorial and content development at ANA.