2024 Visibility Perceptions in Advertising

Key Findings

Compared to the 2021 survey:

90% of the industry says it’s very important to feature the LGBTQ community in advertising
There has been a +80% increase in the industry saying the LGBTQ community is very important to their business
69% of advertisers and agencies have funds specifically allocated to targeting our community, +15% from the prior survey
The industry is +55% more likely to say they don’t have the expertise and knowledge to get LGBTQ representation “right”

Respondents also said:

Nearly half of the industry completely agrees that authenticity in LGBTQ inclusion in advertising is key
Companies that have faced backlash are up to 1.6x more likely to increase their commitment to feature LGBTQ people compared to companies that have not faced backlash
Partnering with nonprofits to provide guidance is the #1 thing the industry mentioned needing to be more committed to this work

MEASURE THE MOVEMENT

Your gift allows us to track the impact of our work, helping us better understand the state of acceptance and address the gaps with advocacy — like working with brand and agency leaders for more LGBTQ inclusion in advertising.

Support Our Program

More Publications from GLAAD

Accelerating Acceptance 2017

Each year through extensive polling and research, GLAAD takes an in-depth look at the state…

GLAAD launches a bilingual report on Spanish-Language Television in the United States

Nearly Invisible is the first GLAAD report that analyzes the inclusion of lesbian, gay, bisexual, transgender, and queer (LGBTQ) characters in primetime Spanish-language scripted television airing in the United States between July 1, 2015 and June 30, 2016. The report also analyzed the inclusion of characters of African and indigenous descent as well as characters with disabilities.