New analysis from inventive transformation agency WPP explores LGBTQ+ advertising and marketing and its future, offering manufacturers, advertisers, advertising and marketing communicators and others within the trade with actionable knowledge and insights to assist construct a extra inclusive future.
The brand new research, 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+ folks within the US, UK, and Canada to higher 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 facility that our trade has to create change shouldn’t be underestimated,” stated Michael Houston, president of WPP within the US, in a information launch. “As a world firm of over 100,000 inventive thinkers and makers, WPP has a accountability to teach and empower our folks, our purchasers, and our allies to positively and meaningfully affect the cultural illustration of the LGBTQ+ group by advertising and marketing, promoting and communications. Proper now could be an unimaginable second and alternative for manufacturers around the globe to make use of their affect to influence society for good.”
Key analysis highlights:
Amongst younger folks, queer media has turn out to be actually mainstream
Greater than 9 in 10 (93 %) LGBTQ+ 18–24 12 months olds and 85 % of non-LGBTQ+ 18–24 12 months olds actively hunt down queer media, proving its common attraction.
Regardless of widespread attraction, the standard and amount of queer media wants enchancment
Simply 38 % 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+ folks wish to see extra queer illustration.
Greater than half of LGBTQ+ persons are nonetheless not fully out at work
Solely 40 % are fully open about their sexuality with colleagues, whereas 50 % are open about their gender id.
There’s an earnings hole relating to being out at work
These on the best incomes had been 37 % extra prone 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 %) of LGBTQ+ folks stated they do prefer it when manufacturers change their logos to the rainbow flag colours throughout Pleasure month. Nevertheless, there’s a transparent want for extra year-round assist, as three out of 4 LGBTQ+ folks and half of non- LGBTQ+ folks suppose manufacturers ought to do extra to assist LGBTQ+ folks exterior Pleasure month.
The report explores LGBTQ+ id, media, and communications in the present day, and supplies commentary on how that may evolve tomorrow. It provides actionable insights and strategies from trade consultants on how manufacturers can achieve what will probably be a extra knowledgeable way forward for LGBTQ+ advertising and marketing.
“As is painfully clear, the LGBTQ+ group’s wants go far past Pleasure month. WPP’s research helps corporations higher perceive the challenges LGBTQ+ staff and clients are experiencing and the place corporations can lean into constructing a extra inclusive office and model,” stated Jay Brown, senior vice chairman 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 might probably 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 might assist to give attention to problems with public curiosity similar to elevating consciousness of laws affecting the LGBTQ+ group—which 52 % of LGBTQ+ folks wish to see in future promoting. The research goals to point out how manufacturers can meaningfully acknowledge and join with the LGBTQ+ folks inside their audiences—particularly manufacturers hesitant to interact—keep updated with altering attitudes in the direction of sexuality and gender id, and create simpler LGBTQ+ model communications which transcend Pleasure month.
“Our purpose 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,” stated David Adamson, founder and UK co-chair for WPP Unite, within the launch. “As extra folks establish beneath the LGBTQ+ umbrella, being real and inclusive in every thing we do is extra essential than ever for manufacturers to be related. At WPP, we may also help advise on the very best method for inclusivity and illustration, reflective of in the present day’s altering tradition.”
Obtain the total report right here.
WPP Unite partnered with Choreograph to design and subject a bespoke combined methodology survey. 3,500 LGBTQ+ folks and 4,000 non-LGBTQ+ folks had been surveyed throughout the US, 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 group from WPP Unite with illustration from BCW, Choreograph, Hill+Knowlton Methods, Hogarth, Landor & Fitch, EssenceMediacom, The&Partnership, VMLY&R and Wavemaker.
