Companies that Face Backlash are Even More Committed to LGBTQ Inclusion
While our research shows that fear exists within the industry, it is not based on the realities of the few companies that faced recent backlash. Our survey of industry executives found that companies who have faced backlash are not stepping away from their inclusion or their support of LGBTQ people. It’s the opposite. Compared to those who have not, companies who have received backlash for LGBTQ-inclusive efforts in marketing and advertising are up to 1.7 times more likely to believe that featuring our community is very important. They are up to 1.6 times more likely to expect their commitment to LGBTQ people in advertising to increase in the next year.
Consumers are more likely to support brands facing backlash rather than support the critics who are causing the backlash, helping brands to continue doubling down on their LGBTQ inclusion plans. In June 2023, during Pride month, we fielded questions with Ipsos’ KnowledgePanel about consumers’ understanding and support of brands. In that research, we found Americans are nearly twice as likely to say they would want to back companies facing criticism for supporting people in the LGBTQ community rather than backing their critics.
Companies that have received backlash are up to 1.7x more likely than those who didn’t to believe featuring lgbtq people is very important
Index of those who received backlash vs. those who didn’t
**statistically significant at 95% confidence
And despite receiving backlash are up to 1.6x more likely to increase their commitment in Featuring uscompared to last year
Index of those who received backlash vs. those who didn’t, who expect the porportion of time dedicated to including LGBTQ people to increase in the next year
**statistically significant at 95% confidence
Our industry survey also found that nearly HALF of advertisers and agencies completely agree that companies must be prepared to stand by their decision to support or include LGBTQ people in advertising This number grows to nearly 90% for executives in the industry who agree completely or agree somewhat.
Staying true to your brand values while seeking guidance from trusted LGBTQ resources, supporting the LGBTQ community year-round in a measured, intentional, and authentic way, and having a response plan in place will alleviate backlash in the unlikely case it comes.
