50% Of Ads This Year Featured LGBTQ+ Casting, Confirms ANA Research

Around 50% of marketers reported that they featured identifiable LGBTQ+ people in their ads over the past year, confirmed the Association of National Advertisers (ANA) in the US.

The report, LGBTQ+ Marketing Inclusion, was the first of its kind and, despite the lack of previous data, ANA said the results were a “positive indicator” of overall LGBTQ+ marketing inclusion. “If this survey was taken 20 years ago, or even 10, the results would look quite different, with LGBTQ+ casting much lower,” noted the report.

The survey focused on LGBTQ+ representation in creative, targeted LGBTQ+ media vs. non-targeted campaigns, the timing of the campaigns, the benefits and challenges of inclusive marketing, overall industry support, and campaign measurement. “The results of this survey are encouraging because they demonstrate marketers’ genuine support for the LGBTQ+ community. Inclusion and equity are at the very heart of any diversity discussion,” stated ANA CEO Bob Liodice.

Posten's (the Norwegian postal service) Christmas ad is an example of a successful LGBTQ+ marketing campaign that quickly went viral, as reported.

“The ANA’s DEI efforts are foundational to our growth agenda, which provides a framework for businesses and brands to leverage for sustainable growth,” added Liodice. Additional findings from the report showed that:

• 40% of respondents actively market to the LGBTQ+ community via targeted LGBTQ+ media for at least one brand over the past year;
• Almost all (96%) of respondents who actively market to the LGBTQ+ community via targeted LGBTQ+ media do so year-round;
• Brand awareness and brand perception were cited as the most important key performance indicators of success when measuring LGBTQ+-inclusive marketing;
• The three biggest challenges to LGBTQ+ inclusive marketing cited were: a general concern of getting it wrong (50%), making sure the messaging appears in brand-safe environments (44%), and budget limitations (44%);
• Less than a third of respondents felt that potential resistance or blowback from customers or internal partners was a significant challenge while even fewer respondents felt finding the right agency partner or identifying media outlets was a challenge;
• 36% of respondents use a specialized LGBTQ+ agency for their LGBTQ+ targeted marketing;
• 86% of respondents said they believe their employer is very or somewhat LGBTQ+-supportive.

Interestingly, the survey showed that 57% have been working in the marketing or advertising industry for more than 15 years, and around 10% of the respondents self-identified as LGBTQ+. The report also made the following recommendations, to ensure more LGBTQ+ inclusion going forward:

• Cast LGBTQ+ People. Casting identifiable LGBTQ+ community members (e.g., same-sex couples, out celebrities, LGBTQ+ social settings) fosters positive brand perception about inclusivity;
• Utilize LGBTQ+ Media. Advertising in, and thereby supporting, LGBTQ+ media is a clear way to enhance brand perception;
• Embrace Diverse Perspectives. Having a marketing team of diverse perspectives and backgrounds, including ethnic and sexual orientation diversity, is a significant way to ensure brands are speaking authentically;
• Avoid Rainbow-Washing. “Rainbow-washing” is when a brand purports to support the LGBTQ+ community and puts rainbow colors and/or LGBTQ+ imagery in ads and products in hopes of increasing LGBTQ+ sales, but without a tangible effort to support the community. Rainbow-washing is damaging to the community and to a brand’s perception because it misleads consumers into thinking they are supporting the LGBTQ+ community;
• Partner with LGBTQ+ Non-profits. This could be as simple as giving a portion of the profits that come from Pride-themed products to donating to LGBTQ+-established nonprofits.

The full report can be accessed here.