June 12, 2024, Los Angeles, CA – Brand experience platform DISQO and Do the WeRQ – a community elevating LGBTQ+ creativity and representation in the ad industry – today released a new report, "LGBTQ+ Advertising & Brand Experience," exploring what role consumers expect brands to play during Pride Month. The fourth annual study additionally underscores the vital need to deliver inclusive experiences year-round and across all touchpoints, from ads to products to workplace policies.
“Highly publicized LGBTQ+ marketing missteps of 2023 ushered in an eerily quiet year, but our new research suggests that people don’t care any less about progress or Pride,” said Graham Nolan, Do the WeRQ Co-Chair, Storytelling and Partnerships. “Brands choosing to exclude LGBTQ+ audiences and their allies in reaction to the disproportionately loud ‘anti-woke’ population will miss out. Conversely, those that show up with integrity and impact can have an outsized impact.”
Pride is a cultural moment that marketers cannot ignore. Consumers not only said they are aware of brands’ Pride efforts, but also said they notice content across multiple touchpoints. Standing behind cohesive, integrated messaging is crucial.
More people look favorably on brands that celebrate Pride than those who do not. Particularly among influential younger and LGBTQ+ audiences, marketers have an opportunity to influence brand perceptions and purchase decisions.
For most consumers, meaningful allyship extends beyond the month of June. People see all of their interactions with a brand as one bigger experience and expect them to show up consistently across all channels and all year long.
Examining data points from DISQO and Do the WeRQ’s 2024 survey against identical questions from 2023, it’s clear that last year’s controversies have impacted consumer recall of LGBTQ+ content and perceptions of brand influence.
“Our 2024 research suggests that both LGBTQ+ and non-LGBTQ+ people seek impact in every touchpoint they have with a brand,” said Stacy Perrus, Director of Brand Communications at DISQO. “Inclusive messaging alone no longer cuts it, as more people want brands to show up with integrity in every action. Marketers who show unwavering commitment and prioritize cohesive, integrated brand experiences during Pride and beyond will reap the benefits.”
Insights were sourced from 6,532 consumers in DISQO's first-party audience, May 3 - 9, 2024, and weighted to represent the US population.
DISQO is building the most trusted experience platform that fuels brand growth. DISQO powers smart business decisions by helping clients measure every customer, touchpoint, and outcome. DISQO’s identity-based ad measurement and audience products are powered by millions of consumers on the industry’s largest opt-in consumer data platform. DISQO is recognized in Deloitte’s Fast 500 and Ad Age’s Best Places to Work, and has won ad measurement awards from Digiday and Cynopsis Media. Follow @DISQO on LinkedIn.
Founded in 2020, Do the WeRQ is a community and platform with a clear and important mission: to increase LGBTQ+ creativity, representation, and share of voice in the marketing and advertising industry. Our members and volunteers work to deliver inspiration, mobilization, and celebration that drive sustainable, visible change. In pursuit of this mission, Do the WeRQ creates and leads a range of initiatives including research and data solutions, insightful programming and networking opportunities — including some of the industry's most talented and proudly out thought leaders. Follow @DotheWeRQ on Instagram and X (Twitter).