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

Invisible People: A Retrospective Report on the Impacts of COVID & HIV in the United States

This report brings an academic and personal voice of the impact that the COVID-19 pandemic has had to-date on the fight to end the HIV epidemic, while also providing recommendations/ needs from people at community based organizations (CBOs) who serve and support the community. We underscore the disruption in access to HIV prevention and care services due to mitigation measures imposed in the early days of the COVID-19 pandemic, which will have implications for many years to come. We also highlight innovation to HIV service delivery that provided an important bridge between healthcare professionals and clients in an unprecedented time. Our recommendations will help sustain the fight against HIV in the United States in the midst of this pandemic, and future health emergencies.

Una Guía Para La Inclusión LGBTQ en Medios de Entretenimiento: Cómo alcanzar audiencias más grandes y diversas en los EE.UU., Latinoamérica y España

Una guía de 11 páginas para ayudar a los escritores, productoras y líderes de cadenas y estudios a encontrar el camino para crear historias que sean divertidas o dramáticas, complejas y convincentes, totalmente atrapantes e inclusivas

Descargar la guia, español

Descargar la guia, ingles

A Guide in English and Spanish for LGBTQ Inclusion in Entertainment: How to Reach Bigger, Diverse Audiences in the US, Latin America & Spain

An 11-page guide available in both English and Spanish to help writers, producers and network and studio leaders find a way forward toward creating stories that are funny or dramatic, complex and compelling, totally binge-worthy and also LGBTQ inclusive.

Download the guide, English

Download the report, Spanish