How Gen Z Measures LGBTQ+ Marketing

New data shows how LGBTQ+ visibility and integrity drive Gen Z loyalty and spend

If you work in brand, media, or campaign strategy, chances are you’ve been asked lately: Is purpose-driven diversity marketing still worth it? Especially when the political climate is so volatile. In this year’s LGBTQ+ Advertising report developed in partnership with Do the WeRQ, one thing is clear: Gen Z doesn’t just respond to your brand's “purpose”; they hold it accountable. So, if your inclusion efforts lack integrity, they disengage.

As a result, nearly half (48%) of Gen Z say brand pullbacks on DEI directly erode their trust. When brands stay the course, 43% of these consumers say their support increases. This is particularly notable as about 20% of Gen Z identify as LGBTQ+; an exponential increase from generations past. If you’re trying to optimize creative or media for long-term brand equity, this is your signal. Brand purpose isn’t dead, but performative marketing is a campaign risk with measurable downside.

Understanding Gen Z’s values and their ROI impact

This generation of consumers expects brands to show up with substance, not empty statements. When asked how brands should demonstrate LGBTQ+ inclusion, Gen Z prioritized four key actions:

• Sharing DEI commitments transparently
• Creating inclusive products and services
• Diverse casting and diverse teams
• Educational and values-based content

This isn’t a marketing checklist, but a blueprint for action that drives outcomes. Sixty percent of LGBTQ+ content viewers say inclusive ads influence purchase decisions, and among LGBTQ+ Gen Z, that jumps to 77%.

Representation isn’t just the right thing to do; it’s a growth strategy

Authentic representation drives brand favorability, builds trust, and moves consumers to act. When carefully executed, it increases relevance, deepens engagement, and influences purchase behavior in measurable ways. For Gen Z and LGBTQ+ audiences, representation is not a nice-to-have. It determines where they spend, what they support, and who earns their loyalty.

What credible, purpose-driven brands get right

High-performing brands lead with clarity, act with intention, and deliver with consistency. They translate values into visible actions and build trust through repeatable behaviors that audiences can see, feel, and measure. More specifically, they:

• Involve community members from ideation to execution
• Choose media placements that match their message
• Treat DEI as strategic infrastructure, not a seasonal campaign

They understand inconsistent inclusion sends mixed signals to consumers and clouds performance data. Today, inclusion and brand equity are interdependent. That means inclusive branding cannot be confined to comms and PR. It has to show up in strategy, media, creative, and measurement.

The hidden cost of performative campaigns

Twenty-four percent (24%) of consumers say they’ll stop or reduce buying from a brand that rolls back DEI without saying a word. That’s silent attrition. You won’t catch it in campaign-level metrics until it’s too late. And while backlash dominates headlines, only 5% of respondents say DEI reversals increase their trust. The biggest mistake marketers make isn’t speaking up. It’s acting inconsistently and misaligning brand signals across channels. 

How to market with purpose without losing the plot

Gen Z is the most brand-aware and brand-skeptical generation to date. They reward alignment and call out inauthenticity. To earn their attention and loyalty, brands need more than a message. They need follow-through. What Gen Z actually responds to:

• Authenticity in brands that align internal culture with external storytelling
• Purpose-driven marketing that creates value beyond awareness
• Inclusive branding that includes LGBTQ+ creators, not just talent
• Generation Z branding that treats trust like a KPI

If your campaigns aim to grow brand equity among younger, high-value segments, performative storytelling is a risk you can’t afford. But proven integrity? That’s a competitive differentiator that builds credibility, drives engagement, and delivers measurable lift across brand and performance outcomes.

Want to validate the impact of your inclusion strategy?

DISQO’s 2025 LGBTQ+ Advertising Report doesn’t just tell you what consumers expect. It shows you how they behave across trust, purchase behavior, and media response to reinforce brand integrity. If you’re making strategic decisions about what to say, where to show up, and how to measure it, this report is your next move.