In celebration of International Day Against Homophobia, Biphobia, and Transphobia, which was on May 17, new research from Horowitz Research affirms that LGBTQIA+ support isn’t just about flags, it’s about action. The firm’s latest survey examines the impact of LGBTQIA+ inclusivity and allyship on consumer attitudes and behaviors.
A record number of over 500 anti-LGBTQIA+ bills have been introduced across the United States, according to the ACLU, targeting education, healthcare, and more. Despite some backlash against the LGBTQIA+ community, people across the nation are taking a stand on the issues—and brands should be paying attention. LGBTQIA+ allyship and supporting LGBTQIA+ rights are important to almost half (48 percent) of 18-34 year-olds and 43 percent of millennials, the newly released State of Media, Entertainment & Tech: FOCUS LGBTQIA+ and FOCUS Generation Next study reports.
Knowing the sociopolitical stances of companies is vital
For instance, when a company publicly supports the LGBTQIA+ community, nearly 4 in 10 (38 percent) consumers overall say it has a positive impact on their decision to buy from that company. For LGBTQIA+ consumers, it’s not just about the message and the product. Based on a company’s sociopolitical stances, over 1 in 3 (35 percent) LGBTQIA+ consumers have taken a positive action—this segment has started doing business or spent more with a company and/or praised the brand on social media or when talking to others.
This represents an opportunity for brands to become stronger allies for diverse and marginalized communities
Inclusive representation in media and advertising is important to younger audiences. Ads that feature transgender or non-binary people have a positive impact on brand perceptions for 4 in 10 (42 percent) younger consumers (18-34 years old). Young people also have rapidly changing perceptions of gender and sexuality. Over 4 in 10 (44 percent) younger consumers believe gender exists on a spectrum, while almost half (47 percent) say that sexuality is fluid.
The report is available for purchase here.
The study integrates data from the firm’s core syndicated studies to highlight distinctions in LGBTQIA+ consumer behaviors and attitudes compared to the general market. This report covers everything from subscriptions to viewing behaviors to opportunities for advertising and takes the pulse of the LGBTQIA+ community on key social and political issues. The sample sizes for each survey range from 201 -285 LGBTQIA+ adults 18+ in the U.S., depending on the study. Data have been weighted to Census.
