GLAAD announced the early release of key data ahead of its upcoming GLAAD 2024 Advertising Visibility Index and GLAAD 2024 State of LGBTQ Inclusivity Efforts in the Advertising Industry. Both reports will show that advertising industry leaders and consumers alike understand the value of partnering with LGBTQ nonprofits for guidance. 2023 saw two high-profile cases of brands succumbing to out-of-touch but loud anti-LGBTQ extremists targeting companies for their LGBTQ-inclusive marketing.
This year, however, a majority of corporate executives and Fortune 500 leaders reported to Gravity Research that they are not planning changes to their Pride strategy for 2024.
GLAAD’s 2024 Advertising Visibility Index and GLAAD’s 2024 State of LGBTQ Inclusivity Efforts in the Advertising Industry release later this year and will include data that show:
- 50% of the advertising industry said partnering with nonprofits that can provide guidance would make them more committed to LGBTQ inclusion in advertising.
- 2 out of 3 consumers say publicly partnering with nonprofits who can provide guidance is the best step after receiving backlash for LGBTQ inclusion.
Previously released GLAAD research found that inclusion, when done effectively and with unwavering support for the communities they represent, is good for the bottom line. GLAAD research continues to show that a majority of consumers supported LGBTQ brand engagement during Pride Month, but especially beyond June.
Current State of Anti-LGBTQ Violence
- Data from the ACLU shows over 500 anti-LGBTQ bills this year. Each of the previous three years – 2023, 2022 and 2021 – were record-setting years for anti-LGBTQ legislation.
- The FBI’s annual crime report showed a +19% increase in anti-LGBTQ bias crimes, and a +35% increase in anti-transgender bias crimes.
- More than half (54%) of transgender and nonbinary people feel unsafe walking in their own neighborhoods, compared to 36% of all LGBTQ adults, as well as in various environments, from work, to social media, or in a typical store.
- Online hate is leading to real world violence. This is recognized by 86% of Americans outside of the LGBTQ community who agree exposure to hate content online is leading to violence in the real world.
Support for the LGBTQ Community
- Nearly 4 in 5 LGBTQ adults, and over half of non-LGBTQ adults say today, they think most companies/brands should support the LGBTQ community. (MRI-Simmons, 2024 June LGBTQ and Gender Identity Study).
- Nearly 3 in 4 of LGBTQ adults, and over 2 in 5 of non-LGBTQ adults say they are more likely to purchase a product or service from a company/brand that supports the LGBTQ community. (MRI-Simmons, 2024 June LGBTQ and Gender Identity Study).
- 91% of non-LGBTQ Americans agree that LGBTQ people should have the freedom to live their life and not be discriminated against.
- Nearly 1 in 2 non-LGBTQ adults say they are worried about the LGBTQ community due to the current political climate and over half think that anti-LGBTQ legislation has gone too far (MRI-Simmons, 2024 June LGBTQ and Gender Identity Study)
- Gallup found more than 1 in 5 Gen Z adults are LGBT, each younger generation is about twice as likely as the generation that preceded it to identify as LGBTQ.
- Gen Z adults are 2x more likely to BE LGBTQ, 1.6x more likely to KNOW someone in our community, and 1.2x more likely to SUPPORT us. (Gallup 2023, GLAAD’s Accelerating Acceptance 2023, GLAAD’s Advertising Visibility Index 2023)
The LGBTQ Community in Corporate America
- Most Americans believe that business leaders should lead the charge – 53% expect CEOs to inform and shape conversations and policy debates about LGBTQ rights. Even more, 59% of Americans say that if business devoted significant resources to protecting the rights of the LGBTQ community it could have a positive impact.
- Across demographics, Americans seek out employers who take a stand in support of LGBTQ rights: If a brand publicly supports and demonstrates a commitment to expanding and protecting LGBTQ rights, Americans are 2x more likely to buy or use the brand and those aged 18-34 are 5.5x more likely to want to work at a company if it publicly supports and demonstrates a commitment to expanding and protecting LGBTQ rights.
Findings from a 2023 GLAAD and Ipsos poll show a majority of Americans are not opposed to corporate support of Pride:
- 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 their critics.
- 74% of Americans are neutral or positively impacted by knowing a company offers Pride merchandise.
- 2 out of 3 Americans are neutral to positive about Pride merchandise in a store seeing it as no different than offering products with a sports team logo or other specialized designs.
- 59% of Americans believe companies offering Pride merchandise are showing support and acceptance of the LGBTQ community.
Learn in our press release more about what we are doing this year here.
GLAAD has also launched a community resource hub, a limited-edition Protect Our Pride popup shop and a digital tool kit at GLAAD.org/PRIDE.