2024 ANA LGBTQ+ Marketing Inclusion Survey Unveils Transformative Insights | Research Reports | Research Studies | All MKC Content | ANA

2024 ANA LGBTQ+ Marketing Inclusion Survey Unveils Transformative Insights


The 2024 ANA LGBTQ+ Marketing Inclusion Survey offers a comprehensive view into the state of LGBTQ+ inclusion in advertising. With 55 percent of advertisers engaging in LGBTQ+-inclusive marketing, the survey and report highlight a significant shift towards inclusivity. This approach has led to a 97 percent acknowledgment among advertisers of the positive impact inclusivity has on brand perception. However, the journey to fully inclusive advertising faces challenges. Navigating brand-safe environments and addressing consumer resistance are notable concerns.

Key Findings:

  • 55 percent of advertisers engage in LGBTQ+-inclusive marketing.
  • 97 percent recognize enhanced brand perception through inclusive campaigns.
  • Challenges include navigating brand-safe environments (39 percent) and consumer resistance (39 percent).
  • 34 percent of advertisers include LGBTQ+-targeted media in their inclusive marketing.
  • 65 percent of employers encourage pronoun use, but only 34 percent of respondents include pronouns in work email signatures.
  • 82 percent of respondents believe brands should increase their LGBTQ+ marketing efforts, highlighting the need for more support.
  • Nearly all LGBTQ+-inclusive marketing occurs year-round, often with a spike in June, suggesting a shift towards consistent inclusion rather than just during Pride Month.

The report also includes best practices in LGBTQ+-inclusive marketing, as well as a list of key dates/events in the LGBTQ+ communities and LGBTQ+ owned/targeted media.

Strategic recommendations from the survey include collaborations with LGBTQ+-owned agencies and non-profits. Such partnerships are key to ensuring authentic representation and resonating with the LGBTQ+ community's experiences. The report also suggests focusing on brand perception as a key performance indicator, evaluating the success of inclusive campaigns through consumer perception and brand loyalty.

Overall, the 2024 LGBTQ+ Marketing Inclusion Survey is a call to action for brands to embrace true inclusivity. It provides a wealth of insights and actionable strategies for those committed to making a genuine difference in LGBTQ+ representation.

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"2024 ANA LGBTQ+ Marketing Inclusion Survey Unveils Transformative Insights." ANA, March 2024.