As Pride Month unfolds, brands are navigating a cultural climate that’s more polarized and high-stakes than ever. Some are scaling back their Diversity, Equity, and Inclusion (DEI) efforts, citing risk. Others are doubling down, investing in inclusive advertising that speaks to values and delivers measurable results.
So, who’s making the right move?
DISQO and Do the WeRQ’s 2025 LGBTQ+ Advertising Report offers a clear answer: consumers expect more inclusive marketing, not less. Brands with consistency and authenticity win loyalty, trust, and revenue. Those that pull back? They risk long-term damage.
Below, we break down key findings from the report and what they mean for your campaigns and media strategy moving forward.
The term “DEI” may be ubiquitous in corporate settings, but understanding is limited outside the boardroom. Only 46% of U.S. adults can correctly define DEI terms. This disconnect creates vulnerabilities, and misunderstanding often breeds skepticism.
Despite political noise, 62% of consumers support brands speaking up on DEI, and only 28% oppose it. The intent is there, but trust in the message depends on who delivers it and how. Websites are the most trusted DEI information source, and social media carries a 20-point trust gap among Gen Z. The platform may reach the right audience, but without the right content, it can misfire.
DEI campaigns must prioritize clarity over corporate speak and credibility over slogans. Leading with transparency and consistency builds trust, even in a noisy environment.
It’s not enough to change your logo during Pride. Sixty-eight percent of people want the same or more LGBTQ+ representation in advertising year-round. And 61% of LGBTQ+ audiences say it’s not just about being seen—it’s about being affirmed.
This expectation goes beyond casting. Sixty percent of respondents—and 87% of LGBTQ+ people—expect inclusive ads to involve LGBTQ+ creators, strategists, and storytellers behind the scenes. Authenticity isn’t just a creative asset—it’s a trust signal.
Inclusion isn’t a seasonal campaign—it’s a brand standard. Normalize it throughout the year to demonstrate support with integrity.
Here’s where inclusive marketing becomes a business case. Seventy-seven percent of LGBTQ+ consumers say inclusive ads influence their purchase decisions. For the general population, it’s 60%.
That impact is even more pronounced among younger audiences. Gen Z and LGBTQ+ people are more likely to see inclusive ads on social platforms—and more likely to act on them.
What platforms matter? TV is still the top recall driver, but social media dominates among Gen Z and LGBTQ+ consumers. In fact, social media has overtaken TV as the top purchase driver, especially among middle-generation consumers like Millennials and Gen X.
Inclusive ads don’t just raise awareness—they convert.
Still, some brands are choosing silence or retreat in the face of political pressure. However, the data makes the risk clear: 41% of consumers trust brands less when they roll back DEI commitments. Thirty-nine percent say they’ve already changed their purchase behavior as a result.
Even more alarming? Silent attrition. While 17% of consumers say they would publicly stop buying from a brand that retreats from DEI, 24% say they’d do it quietly.
These aren’t isolated sentiments. Gen Z and LGBTQ+ people are especially sensitive to DEI reversals. Among LGBTQ+ respondents, only 15% said pullbacks don’t affect their support, compared to 31% of the general population.
Rolling back DEI initiatives doesn’t just damage brand reputation; it impacts the bottom line.
The brands that win aren’t louder. They’re smarter. They make inclusive advertising an always-on strategy. They align messaging with values. And they don’t wait for Pride Month to speak up.
In 2025, inclusive advertising isn’t a moral bonus—it’s a business imperative. With LGBTQ+ communities holding an estimated $3.9 trillion in global buying power, and younger consumers prioritizing representation in their brand choices, the ROI of inclusivity is undeniable.
Brands that hesitate risk more than bad headlines—they risk long-term trust, loyalty, and cultural relevance erosion.
But those who act with consistency, transparency, and conviction? They lead.
📥 Download the 2024 LGBTQ+ Advertising Report
📊 Discover how DISQO measures the impact of inclusive marketing