In 2017, customers expect more from their brands than just products. They want the brands they support to reflect their own principles. And in this age of information at your fingertips, it’s easier than ever to check. So doing the right thing can help drive customer loyalty and business growth. For the LGBTQ community and its allies, that means supporting businesses that ensure a diverse staff and include the LGBTQ community in their campaigns and advertising.

Earlier this year, Ogilvy commissioned a survey to better understand consumer attitudes towards LGBTQ-inclusive advertising, specifically when it comes to allies. They found that nearly two-thirds of Americans think that LGBTQ-inclusive brands are good for the economy and felt that brands that are inclusive reflect the country’s diversity. This shows that national sentiment towards LGBTQ-inclusive advertising is positive – for brands individually and for the economy as a whole. In fact, 46% of respondents said that seeing a brand’s LGBTQ-inclusive advertising would make them more likely to consider purchasing its products or services.  In short, LGBTQ-inclusive advertising can be more than just a diversity campaign. When done right it can create a positive halo effect for brands and businesses. 

How do consumers check if a brand is inclusive of the LGBTQ community? 25% of them use social media to find out. And while the survey indicates that inclusive advertising can be a boon for businesses, over two-thirds of respondents said that to be perceived as allies, brands need to do more than just “talk the talk.” They need to “walk the walk” by ensuring a diverse staff. 73% of respondents think it’s important for brands to employ a diverse team of people to best serve their diverse customers. The survey also found that more than half of Americans (57%) believe that diverse advertising professionals should be hired to create LGBTQ-inclusive advertising.

The survey also showed that when a business discriminates against the LGBTQ community, almost half of Americans said they would actively avoid purchasing products and services from them. So not only are consumers supportive of LGBTQ-inclusive brands, many would also actively not support brands that discriminate.

Ogilvy’s findings of consumer attitudes towards LGBTQ advertising mirror those of general public sentiment per GLAAD’s annual Accelerating Acceptance survey, which measures attitudes towards the LGBTQ community in America. The 2017 iteration of the survey showed that roughly two-thirds of Americans reported that they are comfortable with their LGBTQ family members, coworkers, and neighbors. Additionally, GLAAD’s survey found that 20% of millennials identify as LGBTQ and that 63% of millennials identify as LGBTQ allies. Millennials are a highly sought after demographic for brands, and in order to appeal to that generation, businesses need to ensure that they are reflected in campaigns.

If brands and businesses want to remain competitive and relevant, inclusive campaigns need to be more than just diversity initiatives.  As both surveys show, when they are done right, they can create a positive halo effect for the entire business.

To learn more about GLAAD Amplified and Advertising Week, visit our website at glaad.org/amplified and join us for GLAAD Amplified: LGBTQ Voices in Advertising on Tuesday, September 26, 2017 B.B. King Blues Club in the 4A’s Centennial Theatre at 5:00 PM for our panel.