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LGBTQ+ Marketing Inclusion Report


This report from the ANA is an initial look at the state of LGBTQ+ marketing inclusion and representation among client-side marketer members. As more brands enter public conversations on societal movements, they are highlighting how to authentically support the LGBTQ+ community through their marketing campaigns.

The report, "LGBTQ+ Marketing Inclusion" is the first of its kind from the ANA and shows positive overall movement toward greater LGBTQ+ marketing inclusion in the advertising industry. A few highlights from the report:

  • Half of the respondents indicated that they ran ads in the past year featuring identifiable LGBTQ+ casting.
  • Forty percent of respondents actively market to the LGBTQ+ community via targeted LGBTQ+ media for at least one brand over the past year.
  • Almost all (96 percent) of respondents who actively market to the LGBTQ+ community via targeted LGBTQ+ media do so year-round.
  • Brand awareness and brand perception were cited as the most important key performance indicators of success when measuring LGBTQ+-inclusive marketing.
  • The three biggest challenges to LGBTQ+ inclusive marketing cited were: a general concern of getting it wrong (50 percent); making sure the messaging appears in brand-safe environments (44 percent); and budget limitations (44 percent).
  • Eighty-six percent of respondents said they believe their employer is very or somewhat LGBTQ+-supportive.

This work is an important initiative for the Society and Sustainability priority, and the Talent and Marketing Organization priority of the ANA Growth Agenda, which provides a guide for the industry to leverage marketing as a sustainable growth driver.

This survey focused on LGBTQ+ representation in creative, targeted LGBTQ+ media vs. non-targeted campaigns, the timing of the campaigns, the benefits and challenges of inclusive marketing, overall industry support, and campaign measurement.

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"LGBTQ+ Marketing Inclusion Report." ANA. December 2021.