Conducted by Ipsos using KnowledgePanel®
A survey of the American general population (ages 18+)
Interview dates: June 2-4, 2023
Number interviews: 1,022
Margin of error: +/-3.3 percentage points at the 95% confidence level
NOTE: All results show percentages among all respondents, unless otherwise labeled. Reduced bases are unweighted values.
Full Annotated Questionnaire
Q1_1. To what extent do you agree or disagree with the following statements? – Companies that offer LGBTQ Pride collections/merchandise are showing support for and acceptance of the LGBTQ community
| Total (N=1022) | Republican (N=292) | Democrat (N=312) | Independent (N=305) | |
| Agree completely | 29% | 25% | 40% | 26% |
| Agree somewhat | 30% | 25% | 36% | 30% |
| Disagree somewhat | 10% | 11% | 6% | 14% |
| Disagree completely | 11% | 24% | 3% | 9% |
| No opinion | 19% | 15% | 15% | 20% |
| Skipped | 1% | 1% | – | 1% |
| Agree (Net) | 59% | 49% | 76% | 56% |
| Disagree (Net) | 21% | 35% | 9% | 23% |
Q1_2. To what extent do you agree or disagree with the following statements? – Corporations showing public support of the LGBTQ community is having a positive impact on the acceptance of LGBTQ people
| Total (N=1022) | Republican (N=292) | Democrat (N=312) | Independent (N=305) | |
| Agree completely | 18% | 4% | 36% | 15% |
| Agree somewhat | 26% | 15% | 34% | 30% |
| Disagree somewhat | 16% | 19% | 8% | 19% |
| Disagree completely | 19% | 41% | 4% | 15% |
| No opinion | 21% | 19% | 17% | 21% |
| Skipped | 1% | 1% | 1% | 0% |
| Agree (Net) | 44% | 19% | 70% | 44% |
| Disagree (Net) | 34% | 61% | 13% | 34% |
Q1_3. To what extent do you agree or disagree with the following statements? – I support LGBTQ Pride nights at sporting events (like MLB, NFL, NBA, etc.)
| Total (N=1022) | Republican (N=292) | Democrat (N=312) | Independent (N=305) | |
| Agree completely | 24% | 5% | 43% | 24% |
| Agree somewhat | 14% | 7% | 20% | 15% |
| Disagree somewhat | 11% | 15% | 6% | 13% |
| Disagree completely | 26% | 60% | 6% | 20% |
| No opinion | 25% | 13% | 25% | 29% |
| Skipped | 1% | 1% | – | – |
| Agree (Net) | 38% | 12% | 63% | 39% |
| Disagree (Net) | 37% | 74% | 12% | 32% |
Q1_4. To what extent do you agree or disagree with the following statements? – Offering LGBTQ Pride collections/merchandise in a store is no different from offering merchandise with a sports team logo or any other kind of design
| Total (N=1022) | Republican (N=292) | Democrat (N=312) | Independent (N=305) | |
| Agree completely | 26% | 10% | 45% | 26% |
| Agree somewhat | 21% | 14% | 23% | 25% |
| Disagree somewhat | 13% | 15% | 11% | 13% |
| Disagree completely | 22% | 51% | 5% | 18% |
| No opinion | 17% | 10% | 17% | 18% |
| Skipped | 1% | 1% | – | – |
| Agree (Net) | 47% | 24% | 67% | 51% |
| Disagree (Net) | 35% | 66% | 16% | 31% |
Q2. What impact, if any, would knowing a brand/store offers LGBTQ Pride collections/merchandise have on your likelihood to buy from that brand/store?
| Total (N=1022) | Republican (N=292) | Democrat (N=312) | Independent (N=305) | |
| It would positively impact my likelihood to purchase | 13% | 5% | 25% | 10% |
| It would make no difference on my likelihood to purchase | 61% | 40% | 69% | 68% |
| It would negatively impact my likelihood to purchase | 25% | 55% | 5% | 21% |
| Skipped | 1% | 1% | 1% | 1% |
Q3. If you were to see a company facing criticism for supporting people in the LGBTQ community, which one of the following best reflects how you would feel about that company?
| Total (N=1022) | Republican (N=292) | Democrat (N=312) | Independent (N=305) | |
| It makes me want to support the company that is facing criticism | 29% | 7% | 53% | 29% |
| It makes no difference to me | 53% | 53% | 42% | 55% |
| It makes me want to support those who are criticizing the company | 17% | 38% | 4% | 14% |
| Skipped | 2% | 1% | 1% | 1% |
About the Study
This Ipsos poll was conducted June 2-4, 2023 on behalf of GLAAD, using the KnowledgePanel®. This poll is based on a representative sample of 1,022 U.S. residents, age 18 or older.
The study was conducted in English. The data were weighted to adjust for gender by age, race/ethnicity, education, Census region, metropolitan status, household income and race/ethnicity. The data for the total sample were weighted to adjust for gender by age, race/ethnicity, education, Census region, metropolitan status, and household income. The demographic benchmarks came from the 2022 March Supplement of the Current Population Survey (CPS). Party ID benchmarks are from recent ABC News/Washington Post telephone polls. The weighting categories were as follows:
- Gender (Male, Female) by Age (18–29, 30–44, 45-59 and 60+)
- Race/Hispanic Ethnicity (White Non-Hispanic, Black Non-Hispanic, Other, Non-Hispanic, Hispanic, 2+ Races, Non-Hispanic)
- Education (Less than High School, High School, Some College, Bachelor or higher)
- Census Region (Northeast, Midwest, South, West)
- Metropolitan status (Metro, non-Metro)
- Household Income (Under $25,000, $25,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000-$149,999, $150,000+)
- Party ID (Democrat, Republican, Independent, Something else)
The margin of sampling error is plus or minus 3.3 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of error takes into account the design effect, which was 1.18 for all adults. In our reporting of the findings, percentage points are rounded off to the nearest whole number. As a result, percentages in a given table column may total slightly higher or lower than 100%. In questions that permit multiple responses, columns may total substantially more than 100%, depending on the number of different responses offered by each respondent.
For more information on this news release, please contact:
Chris Jackson
Senior Vice President, US
Public Affairs
+1 202 420-2025
chris.jackson@ipsos.com
Annaleise Azevedo Lohr
Director
Public Affairs
Annaleise.Lohr@ipsos.com
About Ipsos
Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing over 18,000 people.
Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques.
Our tagline “Game Changers” sums up our ambition to help our 5,000 customers move confidently through a rapidly changing world.
Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120 and Mid-60 indices and is eligible for the Deferred Settlement Service (SRD).ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP