David Karp’s Post

The Upside of More LGBTQ+ Marketing: These efforts positively impact brand perception (97%) and increase brand loyalty (83%), according to the Association of National Advertisers. Another 82% think more positively of a company that actively markets to LGBTQ+ consumers (up from 66% three years ago).

New from GLAAD, and finally, some good news. Still, the study found the industry is more fearful of facing backlash due to LGBTQ inclusion, as opposed to facing backlash for lack of LGBTQ inclusion. This, despite the fact that consumers – and especially younger consumers – are 51% more likely this year to say the industry is not doing enough to represent the LGBTQ community appropriately. Let's hope this election doesn't set us back a few hundred years. #LGBTQ Some findings: The importance of transgender representation in advertising among industry leaders increased by +71% compared to 2021. The importance of bisexual representation in advertising among industry increased by +69% compared to 2021. The study found that 90% of the industry says it’s very important to feature the LGBTQ community in advertising. The study revealed an +80% increase in the industry saying the LGBTQ community is very important to their business, compared to 2021. The study found that 69% of advertisers and agencies have funds specifically allocated to targeting our community, up +17% from the prior survey in 2021. The study found that nearly half of the industry completely agree that companies must be prepared to stand by their decision to support or include LGBTQ people in advertising, and this grows to nearly 90% among those in the industry that agree completely or agree somewhat. The study found that companies that have faced backlash are up to 1.6x more likely to increase their commitment to feature LGBTQ people compared to companies that have not faced backlash. #LGBTQ

Brands know LGBTQ+ marketing helps grow their business—they’re just afraid to use it. A study released exclusively to ADWEEK by the ANA found that despite 82% of marketers believing there’s still significant room for more marketing that includes LGBTQ+ people, just 55% of brands actively marketed to or included the LGBTQ+ community in their marketing. The study found that such marketing efforts positively impacted brand perception (97%) and increased brand loyalty (83%). While 93% of marketers think it is important to represent the LGBTQ+ community in their ads—up from 79% in 2021—another 82% think more positively of a company that actively markets to LGBTQ+ consumers (up from 66% three years ago).

In a world where the essence of marketing is to connect, represent, and resonate, our latest study reveals a stark reality: while 82% of marketers understand the need for more LGBTQ+ inclusive advertising, only 55% are taking action. This hesitation, largely due to fears of backlash, overlooks the significant benefits highlighted in our findings—97% positive impact on brand perception and 83% on loyalty. The data is clear; inclusivity is not just a moral imperative but a strategic advantage, with the LGBTQ+ community's $4.7 trillion spending power at stake. https://lnkd.in/dziFscyA #Inclusivity #LGBTQMarketing #BrandGrowth #DiversityAndInclusion #ANAmarketers #ANAMulti

The demand from LGBTQ+ and ally audiences is there. Community representation AND impact are critically important. Internal efforts and messaging are not enough. Inclusivity and value alignment are an increasingly major factor for brand consideration and customer retention. “Brands today are making decisions to step away from inclusivity because they’re hearing the message from 11% to 13% of the population, which is very unfortunate,” said Lisette Arsuaga, co-founder of AIMM. “The majority of the population expects greater inclusivity when it comes to seeing individuals represented in ads.” Be resilient. Stand unwavering in your values. Support the communities you serve.

Everyone wants to see themselves represented in advertising that targets them. This extends to the LGBTQ+ community as well, but according to a recent survey conducted by LGBTQ+ streaming network and corporate member Revry, QSRs and fast casuals are falling short in representing the community in their advertising. Revry’s LGBTQ+ Consumer Content and Advertising report, available here, is culled from Revry’s LGBTQ+ Streaming Audience Insights of 1,000 viewers, which is run by Nielsen. One of the top findings was that the LGBTQ+ community frequents both QSR and fast-casual restaurants (more than 1/3 at least once a week), and 26% of those have tried a QSR or fast-casual brand based on the advertising. Yet despite this, 68% of LGBTQ+ respondents still feel misrepresented in advertising in general. Still, their wish to be taken seriously as a consumer group goes beyond seeing representation IN an ad. More than six in ten LGBTQ+ viewers “want QSR and fast-casual brands to visibly support LGBTQ+ events, causes, and programming.” https://lnkd.in/gz_djWyM #LGBTQ #QSSR #FastCasual #Advertising #Representation

Last year, we witnessed a significant pushback against inclusion in the marketing and advertising industry. The loud cries for exclusion made us believe that a significant portion of the population felt this way; yet, in research conducted by the Cultural Inclusion Accelerator (CIA), we learned that those voices represented a very, very small minority of the population. Yet, marketers are still fearful of being bold in their inclusion efforts. Those that are stepping forward and connecting through culture, language and commitment, are benefitting exponentially: - Most consumers reward brands that uphold their DIE actions (61%) - For every consumer that rewards a brand from backing down from inclusion there are 4-5 consumers that will reward that same brand for upholding their values - if a brand backtracks from important social causes, 77% of adults would either immediately stop purchasing or would keep purchasing while looking for a replacement brand So, if you're a marketer, thinking about inclusion - the numbers are clear. Inclusion comes out ahead each and every time. This article in AdWeek says just that: https://lnkd.in/gG-dDkpB

There's no denying that hate and intolerance continue to plague our society, often overpowering marketing messages of inclusion and acceptance. It's time for brands to take a stand and do the right thing. I came across this interesting article in Adweek that highlights the challenges brands face when marketing to the LGBTQ+ community and the potential backlash they may receive. Let's take a moment to spotlight the brands that have been doing this well. Leave a comment below and share a brand that you believe has stood up to the pressure and shown their support for the LGBTQ+ community. It's time to celebrate those who are making a difference and leading the way towards a more inclusive future. #lgbtq #lgbtqmarketing #dei #inclusion #representation Check out the article here: https://lnkd.in/ecY-n3Rc

If your brand, product or service is not targeting the LGBTQ+ community for fear of backlash, then YOU owe it to your business to read this insightful article from ADWEEK. Yes, It's a tricky space to navigate, but exclusive data from the ANA finds marketers know inclusive ads make a difference, but fear their backlash (i.e. Bud Light, Target, etc.) A study released exclusively to ADWEEK by the ANA found that despite 82% of marketers believing there’s still significant room for more marketing that includes LGBTQ+ people, just 55% of brands actively marketed to or included the LGBTQ+ community in their marketing. The study found that such marketing efforts positively impacted brand perception (97%) and increased brand loyalty (83%). While 93% of marketers think it is important to represent the LGBTQ+ community in their ads—up from 79% in 2021—another 82% think more positively of a company that actively markets to LGBTQ+ consumers (up from 66% three years ago). And here's another fact, a fifth of Gen Z Americans identify as LGBTQ+. How is that for a #SweetSpot? You can geo-target the LGBTQ+ community during the month of June or PRIDE month, but what really counts is when you advertise to the community 365 days a year - not, just when it is "accepted". #WalktheTalk Thanks Joey Amato, MBA for sharing an insightful article from ADWEEK by Jason Notte. #Advertising #Branding #Targeting #LGBTQ+ #Allies #WalktheTalk

Exclusive data from the ANA finds marketers know inclusive ads make a difference, but fear their backlash! A study released exclusively to ADWEEK by the ANA found that despite 82% of marketers believing there’s still significant room for more marketing that includes LGBTQ+ people, just 55% of brands actively marketed to or included the LGBTQ+ community in their marketing. The study found that such marketing efforts positively impacted brand perception (97%) and increased brand loyalty (83%). While 93% of marketers think it is important to represent the LGBTQ+ community in their ads—up from 79% in 2021—another 82% think more positively of a company that actively markets to LGBTQ+ consumers (up from 66% three years ago). “The message is clear: There is both a need and an opportunity for deeper inclusion strategies with LGBTQ+ consumers,” said Bob Liodice, CEO of the ANA. Learn more: https://lnkd.in/d--xY5rf #lgbtq #advertising #diversityandinclusion