LGBTQ+ Marketing Inclusion Report

December 13, 2021    

This report from the ANA is an initial look at the state of LGBTQ+ marketing inclusion and representation among client-side marketer members. As more brands enter public conversations on societal movements, they are highlighting how to authentically support the LGBTQ+ community through their marketing campaigns.

The report, "LGBTQ+ Marketing Inclusion" is the first of its kind from the ANA and shows positive overall movement toward greater LGBTQ+ marketing inclusion in the advertising industry. A few highlights from the report:

• Half of the respondents indicated that they ran ads in the past year featuring identifiable LGBTQ+ casting.
• Forty percent of respondents actively market to the LGBTQ+ community via targeted LGBTQ+ media for at least one brand over the past year.
• Almost all (96 percent) of respondents who actively market to the LGBTQ+ community via targeted LGBTQ+ media do so year-round.
• Brand awareness and brand perception were cited as the most important key performance indicators of success when measuring LGBTQ+-inclusive marketing.
• The three biggest challenges to LGBTQ+ inclusive marketing cited were: a general concern of getting it wrong (50 percent); making sure the messaging appears in brand-safe environments (44 percent); and budget limitations (44 percent).
• Eighty-six percent of respondents said they believe their employer is very or somewhat LGBTQ+-supportive.

This work is an important initiative for the Society and Sustainability priority, and the Talent and Marketing Organization priority of the ANA Growth Agenda, which provides a guide for the industry to leverage marketing as a sustainable growth driver.

This survey focused on LGBTQ+ representation in creative, targeted LGBTQ+ media vs. non-targeted campaigns, the timing of the campaigns, the benefits and challenges of inclusive marketing, overall industry support, and campaign measurement.

Click the DOWNLOAD NOW button for the full report.

Source

"LGBTQ+ Marketing Inclusion Report." ANA. December 2021.