New analysis from artistic transformation agency WPP explores LGBTQ+ advertising and its future, offering manufacturers, advertisers, advertising communicators and others within the trade with actionable knowledge and insights to assist construct a extra inclusive future.
The brand new examine, Past the Rainbow, from Unite, WPP’s LGBTQ+ group, and Choreograph, WPP’s world knowledge merchandise and tech firm, surveyed 7,500 LGBTQ+ and non-LGBTQ+ individuals within the US, UK, and Canada to raised perceive their perceptions and experiences of viewing LGBTQ+ identities in media and promoting.
The analysis releases insightful new knowledge calling for extra genuine illustration of LGBTQ+ identities in promoting, the necessity for long-term assist past Pleasure month and the position of queer media in tradition and model communications.
“In a world the place the LGBTQ+ group continues to face discrimination and violent assaults—each within the office and in life—the ability that our trade has to create change shouldn’t be underestimated,” mentioned Michael Houston, president of WPP within the US, in a information launch. “As a worldwide firm of over 100,000 artistic thinkers and makers, WPP has a duty to teach and empower our individuals, our purchasers, and our allies to positively and meaningfully affect the cultural illustration of the LGBTQ+ group by means of advertising, promoting and communications. Proper now’s an unbelievable second and alternative for manufacturers around the globe to make use of their affect to affect society for good.”
Key analysis highlights:
Amongst younger individuals, queer media has turn into actually mainstream
Greater than 9 in 10 (93 p.c) LGBTQ+ 18–24 yr olds and 85 p.c of non-LGBTQ+ 18–24 yr olds actively hunt down queer media, proving its common enchantment.
Regardless of widespread enchantment, the standard and amount of queer media wants enchancment
Simply 38 p.c of those that hunt down queer content material are happy with the best way LGBTQ+ persons are represented, and a pair of out of three LGBTQ+ individuals need to see extra queer illustration.
Greater than half of LGBTQ+ persons are nonetheless not fully out at work
Solely 40 p.c are fully open about their sexuality with colleagues, whereas 50 p.c are open about their gender identification.
There’s an earnings hole with regards to being out at work
These on the very best incomes had been 37 p.c extra more likely to be fully open at work than these on the bottom incomes.
The annual change of emblem could also be the place communications begin however shouldn’t finish
About half (52 p.c) of LGBTQ+ individuals mentioned they do prefer it when manufacturers change their logos to the rainbow flag colours throughout Pleasure month. Nonetheless, there’s a transparent need for extra year-round assist, as three out of 4 LGBTQ+ individuals and half of non- LGBTQ+ individuals suppose manufacturers ought to do extra to assist LGBTQ+ individuals exterior Pleasure month.
The report explores LGBTQ+ identification, media, and communications at present, and gives commentary on how that may evolve tomorrow. It affords actionable insights and recommendations from trade consultants on how manufacturers can reach what shall be a extra knowledgeable way forward for LGBTQ+ advertising.
“As is painfully clear, the LGBTQ+ group’s wants go far past Pleasure month. WPP’s examine helps corporations higher perceive the challenges LGBTQ+ workers and clients are experiencing and the place corporations can lean into constructing a extra inclusive office and model,” mentioned Jay Brown, senior vp of applications, analysis, and coaching for the Human Rights Marketing campaign, within the launch. “That helps with worker engagement, buyer loyalty and an organization’s backside line. And past that, it may possibly assist make the world safer and extra welcoming for us all. We’re glad to have WPP Unite as a associate on this work.”
As manufacturers look to interact with the LGBTQ+ group throughout Pleasure month and past, it could assist to concentrate on problems with public curiosity similar to elevating consciousness of laws affecting the LGBTQ+ group—which 52 p.c of LGBTQ+ individuals wish to see in future promoting. The examine goals to point out how manufacturers can meaningfully acknowledge and join with the LGBTQ+ individuals inside their audiences—particularly manufacturers hesitant to interact—keep updated with altering attitudes in the direction of sexuality and gender identification, and create simpler LGBTQ+ model communications which transcend Pleasure month.
“Our aim in launching Past the Rainbow is to assist make clear alternatives to create inclusivity and broader acceptance of the LGBTQ+ group past simply Pleasure month,” mentioned David Adamson, founder and UK co-chair for WPP Unite, within the launch. “As extra individuals determine beneath the LGBTQ+ umbrella, being real and inclusive in every part we do is extra essential than ever for manufacturers to be related. At WPP, we will help advise on the most effective method for inclusivity and illustration, reflective of at present’s altering tradition.”
Obtain the total report right here.
WPP Unite partnered with Choreograph to design and discipline a bespoke combined technique survey. 3,500 LGBTQ+ individuals and 4,000 non-LGBTQ+ individuals had been surveyed throughout america, United Kingdom and Canada. WPP Unite additionally partnered with Black Pleasure, Diva Journal, HRC and MyGwork who shared the survey with their audiences to make sure strong pattern sizes of teams underrepresented by present analysis. Past the Rainbow was written by Zoe Bowen-Jones and Devon Esper from Wavemaker.
The analysis was spearheaded by an all-queer staff from WPP Unite with illustration from BCW, Choreograph, Hill+Knowlton Methods, Hogarth, Landor & Fitch, EssenceMediacom, The&Partnership, VMLY&R and Wavemaker.
