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

More Publications from GLAAD

Debunking the "Bathroom Bill" Myth – Accurate Reporting on LGBT Nondiscrimination: A Guide for Journalists dispels the myths that are often used to demonize transgender people. We've created this guide in collaboration with a coalition of state and national LGBT organizations to ensure fair and accurate reporting, and we will be working to get into the hands of every journalist covering these important issues.

Read the report

Read More

stay tuned!