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82% of Marketers Believe Brands Should Increase LGBTQ+-Inclusive Marketing

ANA Study Highlights Advancements and Challenges That Persist With LGBTQ+-Inclusive Marketing

NEW YORK (MARCH 28, 2024) – An overwhelming majority of marketers (82%) believe that there is still substantial room for growth in LGBTQ+-inclusive marketing efforts, a new study conducted by ANA found.

The study, “LGBTQ+ Marketing Inclusion,” revealed that marketers believe LGBTQ+-inclusive marketing delivers benefits, including positively impacting brand perception (97%) and increasing brand loyalty (83%). Yet despite a large majority recognizing these benefits, only 55% of marketers actively marketed to or included the LGBTQ+ community in their marketing in the past year.

“This report not only provides a snapshot of the current landscape of LGBTQ+-inclusive marketing but also acts as a catalyst, urging the marketing industry to persistently embrace and champion diversity,” said Bob Liodice, CEO, ANA. “The message is clear: there is both a need and an opportunity for deeper inclusion strategies with LGBTQ+ consumers. As the industry moves towards a more inclusive future, those committed to turning these insights into actionable strategies will drive brand engagement and business growth.”

Key findings from the report include:

  • More Marketers are Embracing LGBTQ+ Marketing But There’s Room for More
    Almost all (93%) of marketers think it is important for the LGBTQ+ community to be visible in advertisements, an increase from 2021 when 79% of marketers thought the same. The study also found that 82% of marketers think more positively about a company that actively markets to or includes the LGBTQ+ community in their advertising, an increase from 2021 when 66% of marketers thought the same. However, in 2021, 98% of marketers noted they saw an increase of LGBTQ+ in advertisements over the past three years, while this latest report found that number decreasing to 64% of marketers.  
  • Marketers Face New Challenges Around LGBTQ+-Inclusive Marketing
    The top challenge marketers faced in the past year around executing LGBTQ+-inclusive marketing campaigns included difficulties in identifying brand-safe environments for their LGBTQ+-inclusive marketing campaigns (39%) and concern of potential consumer blowback (39%). When the study was previously conducted in 2021, the top challenge preventing marketers from being more inclusive was concern they would get it wrong (50%). However, this recent study found that concern has waned, with only 25% of marketers considering it as a challenge. Similarly, in 2021, 44% of marketers noted budget limitations as a challenge to implement LGBTQ+-inclusive marketing campaigns, yet only 29% of marketers saw it as a challenge over the past year.
  • Marketers Using Select Targeted Media for LGBTQ+-Inclusive Marketing Campaigns
    According to the study, most of the creative that featured LGBTQ+ casting was found on the internet and in more targetable media, including social media (86%), websites (66%), digital and retail media (66%), and influencer generated content (55%). However, only 34% of marketers used LGBTQ+-targeted media in their marketing mix.

“These insights underscore a pivotal moment for our industry,” said Greg Wright, Senior Vice President of Brand & Media, ANA. “We’re witnessing a transformative shift towards genuine LGBTQ+ inclusion, yet the path forward is not clear of obstacles and requires a committed, nuanced approach to truly reflect and embrace this diverse community.”

“LGBTQ+ Marketing Inclusion” was conducted through August and September 2023, and surveyed ANA’s advertiser/client-side marketer members to understand the breadth of LGBTQ+-inclusive advertising and support for the community overall. The report includes qualitative feedback provided by the survey’s 101 participants, as well as considerable takeaways and resources. A copy of the full study can be accessed at ana.net/2024LGBTQreport.

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Press Contact:
Marielena Santana
212.920.0035
marielena.santana@digernnaro-usa.com  

ABOUT THE ANA

The ANA (Association of National Advertisers) accelerates growth for marketing professionals, brands, and the entire industry. With a mission to shape the future of marketing, the ANA sets the agenda for the industry, connecting its members to unparalleled expertise, industry-leading resources, and an influential global network. Representing over 1,600 companies — including 1,000+ client-side marketers, 600 marketing solutions providers, and 20,000 brands — ANA members collectively influence $400 billion in annual marketing spending. By championing the 12-point ANA Growth Agenda and the CMO Growth Council, the ANA drives actionable change, empowers marketers, shapes the marketing ecosystem, and delivers exceptional experiences at every touchpoint. Since 1910, the ANA has been setting the agenda for industry transformation. It enables marketers to advance their ambitions, make better decisions, and create lasting impact for their organizations and the industry.