A new study from GLAAD has revealed that support for LGBTQ+ equal rights in America among non-LGBTQ+ people is now at an all-time high. The study showed that the majority of non-LGBTQ+ Americans (84%) overwhelmingly agree that LGBTQ+ people should be free to live their lives and not be discriminated against, against a backdrop of rising anti-LGBTQ+ legislation and online hate.

The Accelerating Acceptance study also found that an overwhelming majority of non-LGBTQ+ Americans now believe that LGBTQ+ people should have the freedom to live their life and not be discriminated against, and that schools should be a safe and accepting place for all youth. "Any narrative claiming otherwise, goes against a statistical supermajority of consensus, public opinion and American values", stated GLAAD. The findings showed that:

· A 96% supermajority of non-LGBTQ+ Americans agree that schools should be a safe and accepting place for all youth. 

· A 91% supermajority of non-LGBTQ+ Americans agree that LGBTQ+ people should have the freedom to live their life and not be discriminated against 

· An 84% supermajority of non-LGBTQ+ Americans support equal rights for the LGBTQ+ community.

The study also directly correlates how the epidemic of anti-LGBTQ+ legislation and online hate leads to higher levels of real-world harm for LGBTQ+ people, including but not limited to discrimination and violence. Moreover, the study found that while acceptance for LGBTQ+ people and youth have reached record highs, the research also reveals a significant lack of understanding and familiarity for non-binary and transgender people. 

 Source: Accelerating Acceptance Study 2023, GLAAD

Representation Matters

The study directly correlates insufficient visibility and representation in media and advertising for these communities of people to a lack of familiarity as individuals who comprise the LGBTQ+ community at large. This signals a heightened need to represent intersectional touchpoints of non-binary and transgender experiences across all media, from TV, film, publishing, journalism, gaming, advertising and more. When people are exposed to LGBTQ+ people and experiences in media, it changes hearts and minds and shifts culture and sentiment, noted the study. Measuring comfortability in media is a pathway to 100% acceptance for LGBTQ people, according to the report. The findings demonstrate that:

· 75% of non-LGBTQ+ adults feel comfortable seeing LGBTQ+ people in advertisements. 

· 73% of non-LGBTQ+ adults report feeling comfortable seeing LGBTQ+ characters included in TV shows or movies. 

· 68% of non-LGBTQ+ adults feel comfortable seeing an LGBTQ+ family with children included in an advertisement. 

· 60% of non-LGBTQ+ adults agree that seeing LGBTQ+ in ads make them more comfortable with people who are different than themselves. 

· Non-LGBTQ+ adults who are exposed to the LGBTQ+ community in media are 30% more likely to feel familiar with LGBTQ+ people overall, compared to people who haven’t been exposed to LGBTQ+ people in content or media.

Corporate Responsibility and Need for better LGBTQ+ Education

Across corporate responsibility and representation, the study also found that a significant number non-LGBTQ+ Americans agree that companies should publicly support and include the LGBTQ+ community through hiring practices as well as advertising and sponsorships. GLAAD’s research reveals that non-LGBTQ+ people believe companies should publicly support our community through hiring practices and advertising. In fact, 70% of non-LGBTQ+ adults agree companies should publicly support the LGBTQ+ community through hiring practices, advertising, and/or sponsorships. 

GLAAD’s study also found that there are feelings of unfamiliarity and misunderstanding of the specific dimensions that compose the LGBTQ+ community. This unequivocally points to the need for increased exposure and visibility, alongside fair and accurate representation of specifically non-binary and transgender experiences in media. The study’s findings show that:

· 55% of non-LGBTQ+ Americans do not understand the dimensions of the LGBTQ+ community or how to describe individuals that make up the LGBTQ+ community. 

· Less than 30% (28%) of non-LGBTQ+ Americans say they personally know a transgender person. 

· 50% of non-LGBTQ+ Americans agree that nonbinary and transgender people are new and/or unfamiliar to them. 

Inclusion Matters

From including LGBTQ+ people in places of worship, to learning that a family member is LGBTQ+, to knowing your doctor is LGBTQ+, a majority of non-LGBTQ+ adults are comfortable interacting with LGBTQ people. However, comfortability wanes for non-binary and transgender people in shared places of worship. The study revealed that:

           · 80% of non-LGBTQ+ adults are comfortable having a gay, lesbian or bisexual person at their place of worship. 

·76% of non-LGBTQ+ adults are comfortable having a nonbinary person at their place of worship 

· 76% of non-LGBTQ+ adults are comfortable having a transgender person at their place of worship. 

Regarding family member comfortability, the findings showed that:

             · 75% of non-LGBTQ+ adults are comfortable learning a family member is gay, lesbian or bisexual .

· 68% of non-LGBTQ+ adults are comfortable learning a family member is non-binary.

· 66% of non-LGBTQ+ adults are comfortable learning a family member is transgender. 

On public displays of affection, the report noted that 74% of non-LGBTQ+ adults are comfortable seeing a same-sex couple holding hands. Regarding medical providers, the survey found that:

               ·      72% of non-LGBTQ+ adults are comfortable learning their doctor is gay, lesbian or bisexual.

·      64% of non-LGBTQ adults are comfortable learning their doctor is nonbinary.

·      63% of non-LGBTQ adults are comfortable learning their doctor is transgender. 

False Claims And Online Hate 
Data from Equality Federation show over 500 anti-LGBTQ+ bills this year. Each of the previous two years – 2022 and 2021 – were record-setting years for anti-LGBTQ+ legislation. Misinformation and the spread of false narratives about the LGBTQ community remain at an all-time high, despite record acceptance figures. The survey found that:

· 66% of non-LGBTQ+ Americans believe the false claim that the LGBTQ +community is one group who all share similar needs and issues. 

· 54% of non-LGBTQ people believe the false claim that people who use they/them pronouns are, “in the process of figuring out who they are.”

· 86% of non-LGBTQ+ Americans agree that exposure to online hate content leads to real-world violence. 

Commenting on the results of this survey, GLAAD President & CEO, Sarah Kate Ellis, said: “While these results are a clear demonstration that fair and accurate representation in media and journalism have a powerful and measurable effect on the lives of LGBTQ+ people, America is at a critical juncture when it comes to LGBTQ+ acceptance and safety. Support for LGBTQ+ equality has reached an all-time high, but allyship must turn into action. Media, content creators, and corporate leaders need to lead and respond to hate with undeterred support for the LGBTQ+ community, including LGBTQ+ employees, shareholders and consumers. Allyship is not easy, but when values of diversity, equity and inclusion are tested, we must defend them unequivocally." 

Check out the full report here. To celebrate Pride month, and increase your understanding of the challenges faced by the LGBTQ+ community and become a better ally, join this year’s WorkPride, a 5-day free global virtual conference featuring over 200 speakers across 50+ panels, organised by myGwork. Click here to sign up or find out more about this year's WorkPride.

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