Unite, WPP’s LGBTQ+ community, and Choreograph, WPP’s global data products and technology company, have released a new study called Beyond the Rainbow that looks into LGBTQ+ marketing and its future, writes Bizcommunity.
The study surveyed 7,500 LGBTQ+ and non-LGBTQ+ people in the United States, United Kingdom, and Canada to better understand their perceptions and experiences of viewing LGBTQ+ identities in media and advertising.
Spearheaded by an all-queer team from WPP Unite with representation from BCW, Choreograph, Hill+Knowlton Strategies, Hogarth, Landor & Fitch, EssenceMediacom, The&Partnership, VMLY&R and Wavemaker, the study releases insightful new data calling for more authentic representation.
Beyond the Rainbow: Key Highlights
- Among young people, queer media has become truly mainstream: 93% of LGBTQ+ 18–24 year olds and 85% of non-LGBTQ+ 18–24 year olds actively seek out queer media.
- Just 38% of those who seek out queer content are satisfied with how LGBTQ+ people are represented, and 2 out of 3 LGBTQ+ people want to see more queer representation.
- Only 40% of LGBTQ+ people are completely open about their sexuality with colleagues, while 50% are open about their gender identity.
- Those on the highest incomes were 37% more likely to be completely open at work than those on the lowest incomes.
- 52% of LGBTQ+ people like it when brands change their logos during Pride month. However, three out of four LGBTQ+ people think brands should do more to support LGBTQ+ people outside Pride month.
Going Beyond Pride Month
As brands look to engage with the LGBTQ+ community during Pride month and beyond, it may help to focus on issues of public interest such as raising awareness of legislation affecting the LGBTQ+ community.
“In a world where the LGBTQ+ community continues to face discrimination and violent attacks, the power that our industry has to create change should not be underestimated.”
— Michael Houston, President of WPP in the US
“Our goal in launching Beyond the Rainbow is to help shed light on opportunities to create inclusivity and broader acceptance of the LGBTQ+ community beyond just Pride month.”
— David Adamson, Founder and UK Co-Chair, WPP Unite
“WPP’s study helps companies better understand the challenges LGBTQ+ employees and customers are experiencing and where companies can lean into building a more inclusive workplace and brand.”
— Jay Brown, SVP of Programs, Human Rights Campaign