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

Transgender Day of Remembrance, which honors the memory of those murdered because of anti-transgender prejudice, is recognized annually on November 20. GLAAD encourages journalists to mark the occasion with stories about the pervasive problem of crimes against transgender people, as well as the diversity and resilience of the community in the face of harassment and violence.

Read More

Every year, the South Asian community comes together to celebrate Diwali, a massively popular worldwide event that has a rich complexity in belief and meaning. Also known as the “Festival of Lights,” it signals the New Year while for others, it represents a time for reflection and renewal.

Read More

On the morning of June 28, 1969, a group of patrons at the Stonewall Inn – a New York city bar that was a frequent target of police raids because it catered to the lesbian, gay, bisexual and transgender (LGBT) community – fought back against police brutality and harassment. Their uprising set in motion a wave of activism among LGBT people that put the issue of LGBT civil rights on the American political map. This resource kit will help journalists cover the 40th anniversary of this momentous event in the history LGBT rights.

Read More

stay tuned!