85% of general population consider social and political impact when considering brands 39% of Millennials and GenZers want more LGBTQ+ content
LOS ANGELES, Oct. 11, 2022 /PRNewswire/ -- CX intelligence platform DISQO and Do the WeRQ, a nonprofit increasing LGBTQ+ representation in marketing and advertising, today released new insights about LGBTQ+ advertising and allyship. The LGBTQ+ population is the fastest-growing U.S. minority segment, generating $1.4 trillion in annual spending, underscoring the need for brands to engage this audience with authentic community impact. In the second year of study, encouragingly, more people recalled seeing LGBTQ+ inclusive ads, however, more than one in five still said there should be less LGBTQ+ content.
"The LGBTQ+ community's cultural and economic influence is underestimated, and most marketers are failing at two things: continuing niche marketing strategies versus going mainstream, and compartmentalizing their stated allyship from the rest of their business practices," said Kate Wolff, Do the WeRQ Co-Chair, Programming and Operations. "Our findings show it's increasingly important to be fully authentic, from marketing to workplace to political engagements."
Evolving recall and receptivity to LGBTQ+ content
People are experiencing an increase in the volume and diversity of LGBTQ+ content, but the authenticity and mainstream presence of content is not as advanced.
"It's our belief that there is a clear opportunity for brands to improve LGBTQ+ representation. Visibility drives progress, and brands can be powerful allies for visibility," said David Azulay, Omnicom Client Lead and Global Co-Chair, OPEN Pride ? Omnicom's LGBTQ+ ERG. "While we were encouraged by the progress in how many people recalled seeing inclusive content this year, the persisting divide in receptivity based on demographic backgrounds as well as the increase in people saying that advertising was already sufficiently inclusive of LGBTQ+ people was disappointing."
With some brands caught in controversy tied to proliferating anti-LGBTQ+ legislation, perceptions about brands and social activism were also examined. Overall, consumers recognize a brand's power in advancing DE&I progress, and most make purchase decisions with consideration for where brands sit on issues.
Gen Zers already wield huge economic influence independently and through their families; they'll reach an estimated 67 million in population and $33 trillion in spending by 2030. Demonstrating a brand purpose aligned with their values (as well as that of Millennials) is crucial.
"Next-gen consumers will settle for nothing less than brands that lead with purpose and holistic authenticity," said David Grabert, Vice President of Brand and Communications at DISQO. "They'll use their unrivaled access to information and their digital wallets to hold brands accountable. Our insights illuminate that brands must fully connect their brand purpose to holistic corporate DE&I initiatives, so every customer experience is aligned."
The study with 9000+ consumers was conducted using DISQO's CX intelligence platform between June 6 and 27, 2022. To download the report, visit here.
Founded in 2020, Do the WeRQ is a community and platform with a clear and important mission: to increase LGBTQ+ creativity, representation, and share of voice in the marketing and advertising industry. Our members and volunteers work to deliver inspiration, mobilization, and celebration that drive sustainable, visible change. In pursuit of this mission, Do the WeRQ creates and leads a range of initiatives including research and data solutions, insightful programming and networking opportunities ? including some of the industry's most talented and proudly out thought leaders. Follow @DotheWeRQ on Twitter and Instagram.
DISQO is the CX intelligence platform for understanding every customer experience. Businesses trust DISQO to power better decisions for every customer, touchpoint, and outcome. DISQO's insights, agile testing and advertising measurement products are powered by millions of consumers on the industry's largest opt-in consumer data platform. DISQO is recognized in Deloitte's Fast 500 and is a Top 100 Next Gen Workplace. Follow @DISQO on LinkedIn and Twitter.
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