A new report by Outvertising in partnership with YouGov reveals the attitudes of LGBTQIA consumers
BY ELLA GAUCI, IMAGE BY LEUNG CHO PAN
Outvertising, an LGBTQIA advocacy group dedicated to fostering LGBTQIA inclusivity in UK advertising and marketing, unveiled a new report shedding light on the evolving attitudes of LGBTQIA individuals. Partnering with YouGov, a leading international online research and analytics group, the report delves into the perspectives of over 21,000 LGBTQIA respondents in a sample dataset of 370,000 individuals residing in Great Britain.
These are some of the report’s key findings.
Digital Landscape: Safety vs. Freedom
The LGBTQIA community placed substantial value on the freedom to express their thoughts online, with 30% ranking it as a fundamental right. Despite growing discussions in the media about concerns surrounding online safety, only 9% of LGBTQIA respondents said they wanted stricter regulations, compared to 22% of non-LGBTQIA individuals.
Brand Engagement and Values
A striking 60% of LGBTQIA individuals said they believe brands should voice their stance on social and political issues, with two thirds saying that they’re more likely to reject brands whose views misalign with their own. Over half of respondents said that they wanted to see more brands promote messages about LGBTQIA rights and environmental issues.
Body Image and Authentic Representation
Only a quarter of LGBTQIA individuals felt fairly or very content with their body image, contrasting with 31% of non-LGBTQIA people. 70% of LGBTQIA respondents said that they thought that brands have the responsibility of portraying “real-looking people” in their advertisements.
Conscious Consumerism
LGBTQIA consumers exhibited a strong inclination towards ethical consumption, with half of respondents leaning towards vegetarianism (compared to 26% for non-LGBTQIA respondents), and 43% endorsing veganism. Over a third of LGBTQIA consumers said that they were motivated when shopping by whether products were cruelty-free.
Lucy McKillop and Marty Davies, Joint CEOs at Outvertising, said: “LGBTQIA inclusion in marketing has been proven time and time again to positively affect brand affinity, reputation, and sales. And, it allows for people in our community to see themselves on TV, billboards, in radio and print – which strengthens identity, promotes acceptance, and ultimately, contributes to better quality of life for members of the community. We believe it is imperative for brands to activate on the findings found within this report to understand what they want and need from brands, and how to ensure everything they do is authentic and representative.”
To read the full report, visit: https://www.outvertising.org/consumer-report
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