Advertisers know LGBTQ+ inclusion is good for business: report

While some companies are rethinking their commitments to diversity, equity, and inclusion, advertisers remain steadfast in their support for LGBTQ+ representation, according to a new GLAAD report.

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The 2024 Visibility Perceptions in Advertising study, based on surveys of 200 senior marketing executives, finds a decisive shift in the industry’s support for LGBTQ+ inclusion: 90 percent of respondents believe it is “very important” to feature LGBTQ+ people in advertising, a notable rise from 2021. Additionally, the sentiment that the LGBTQ+ community is essential to business has jumped by 80 percent in the past three years.

Released during Transgender Awareness Week, observed from November 13 through 19, the study highlights a deepened commitment to the inclusion of transgender, nonbinary, and bisexual people, who are often underrepresented. The importance of featuring transgender people in ads rose 71 percent among industry leaders compared to 2021, reflecting the industry’s recognition that ad diversity isn’t just good for business—it’s essential in today’s social landscape, particularly as the LGBTQ+ community faces increased legislative attacks, GLAAD found.

“There is significant work to be done to empower brand and agency leaders to not only ‘get it right,’ but to partner with organizations like GLAAD as a business partner to meet shared goals,” Sarah Kate Ellis, GLAAD president and CEO, said in a press release. “We cannot let fear and fringe anti-LGBTQ activists dilute the work that has been done in the name of visibility, acceptance, and opportunity.”

While advertising leaders are largely unified on the need for LGBTQ+ inclusion, they are also facing unprecedented fear of backlash. Nearly half of those surveyed worry that an inauthentic portrayal of LGBTQ+ lives would result in public criticism, perhaps more than omitting representation altogether. The study reports a 55 percent rise since 2021 in executives saying they don’t have the expertise to “get it right” when it comes to LGBTQ+ representation.

Despite this, companies that have already faced backlash are proving resilient. According to GLAAD, brands targeted by anti-LGBTQ+ activists are 1.6 times more likely to double down on their commitment to LGBTQ+ representation rather than scaling back. GLAAD’s research shows that the public supports these brands, with Americans nearly twice as likely to back companies facing criticism for LGBTQ+ inclusion than to support their detractors.

Consumer expectations for LGBTQ+ representation are also rising, especially among younger generations. According to GLAAD, its upcoming Advertising Visibility Index reveals that 74 percent of Gen Z adults believe diversity in advertising is crucial, and more than half of all consumers feel that advertisers are not doing enough to represent LGBTQ+ people in their campaigns. With younger generations expecting consistent, year-round inclusion—rather than just one-off Pride Month gestures—the stakes for brands have never been higher.

One of the most prominent findings in GLAAD’s report is the industry’s call for guidance. Nearly half of respondents indicated that partnerships with nonprofits, such as GLAAD, are essential to help them navigate LGBTQ+ inclusion authentically.

“Now is the time for action and to put years of data to the test to meet this bifurcated cultural moment. One path leads to turning your back on millions of new consumers entering the marketplace and workforce, while the other welcomes growth and new business opportunities,” Ellis said. “The question is not if LGBTQ people should be included, but how.”