Pride and Prejudice: Brand Benefits of LGBTQIA+ Allyship Beyond June

Foster positive societal – and sales – impact with inclusive marketing efforts in an increasingly diverse market- and workplace

LGBTQIA+ advertising is, unfortunately, still a divisive subject. After last summer, brands notably toned down or even abstained from voicing support this year. This year’s quietude has been the “easy route” for brands because of the rudimentary assumption that pro-LGBTQIA+ campaigns can cause backlash and brand boycotts. 

However, the mere existence of their initiatives is NOT the reason for the fallout. Bud Light’s 2023 campaign was a continuation of the support they have shown the Community for years in campaigns and sponsorships. Target sold Pride products before 2023 . The real reason for backlash was backtracking, which showed consumers that allyship is conditional. 

To date, the industry has lacked data-driven insights to make informed decisions about how best to market to the LGBTQ+ and how it benefits their brand. Instead, marketers have leaned on the disproportionately loud voices of “anti-woke” consumers. To set the story straight, DISQO and Do the WeRQ set out to examine exactly what role consumers expect brands to play during Pride Month in our fourth annual report. Our commitment to this topic over the years also puts us in a unique position to benchmark how consumer sentiment is evolving with societal changes. 

Here, we feature key insights from the report and takeaways for marketers to help move the industry toward integrity and impact in inclusive advertising. 

An ever-growing LGBTQIA+ market

The LGBTQIA+ community is growing at a rapid clip, particularly with gender nonconformity, bisexuality, and younger generations (Gallup). In this year’s report 30% of Gen Z respondents identified as LGBTQIA+, which is 5x higher than Millennials and 12x higher than Gen X. This demographic shift presents a substantial opportunity for brands to benefit from the economic power of pink money as well as Gen Z’s $450 billion spending power. 

Authentic and steadfast support for the LGBTQIA+ community in marketing is not just a moral imperative; it's a strategic business advantage.

Authenticity, influence, & consumer trust all year long

Many notable brands have long touted their internal and external displays of allyship. Ben & Jerry’s has provided full benefits coverage for employees who are in same-sex relationships since 1989. REI hosted its first LGBTQIA+ Outdoor Summit in 2017 and has donated $500,000 annually to community charities both locally to Seattle and nationally. Initiatives like these reassure consumers of their brand integrity and support when they see inclusive ads. Neither of these brands have faced backlash for their efforts. 

In fact, according to the ANA LGBTQIA+ Inclusion Report, 82% of respondents believe brands should increase their LGBTQIA+ marketing efforts, highlighting the need for more consistent and genuine allyship. Regardless of identification, this year respondents said that brand support for the Community is important–95% of LGBTQ+ and 66% of non-LGBTQ+. 

But allyship is only beneficial when it’s authentic. Given the withdrawal of support seen last year, consumers this year are understandably more polarized on whether brands are authentic in their LGBTQIA+ marketing efforts. This is a ripe opportunity for brands to leverage the quiet of 2024 and grow into pioneers (and beneficiaries) within the diversifying marketplace. Later in the article, we’ll explore key strategies for supporting allyship with action.

One way that brands can break down the June echo chambers is by showing up all year round. Our report found that nearly half of the general population (45%) believe it’s important for brands to show support for the Community all year, and this rises to 88% among LGBTQ+ consumers. Bottom line… consumers expect visible and steadfast support for the LGBTQIA+ community 365 days a year, not just in June.

The proof is in the purchase

With a $3.7B annual Community-GDP, the pink dollar can be a fiscal secret weapon. Our report found that the LGBTQ+ community recognizes  the power of inclusivity in their purchase decisions. Seventy-three percent (73%) of LGBTQIA+ respondents said that they have intentionally purchased a product with Pride messaging.

Additionally, 72% of respondents said they did not buy a product because of a brand’s position on a social issue. With the increase in Community members & allies and cultural acceptance, this is the one-two punch underscoring that brand integrity, initiatives, and investments in the LGBTQIA+ community have exponential impacts on the bottom line. 

Strategies for authentic LGBTQIA+ marketing

Ensure your LGBTQIA+ marketing is grounded in genuine support, not just optics. Because workers and consumers say they’re likely to favor pro-LGBTQ businesses (CNBC), brands can leverage that in long-term initiatives and visible support throughout the year.

Adopting inclusive language and policies fosters an environment of acceptance, equity, and respect within company culture. Our 2024 report found that workplace policies are the #1 initiative that companies can act on first to create impact.

Having an executive sponsor or strong internal support for LGBTQIA+ initiatives can provide the necessary backing to withstand the off chance of negative responses. 

Including LGBTQIA+ voices in the creation and execution of marketing campaigns further ensures authenticity and diverse perspectives. This not only enriches the campaign, but also demonstrates a brand’s commitment to genuine representation.

Tailor ads to specific demographics that respond well to diverse content, the Community & allies, locales of relevance, etc.

Download the full report for more LGBTQIA+ advertising insights!

Understanding how to support the LGBTQIA+ community with integrity and impact can be tricky for brands. Download our 2024 report for data-driven insights into the consumer attitudes driving today’s societal changes.