New Beyond The Rainbow Study Reveals Insights into Queer Representation in Media and Marketing
December 1, 2022As part of a study in LGBTQ+ marketing, WPP in partnership with myGwork, has unveiled brand new statistics detailing the views of LGBTQ+ people regarding the media, indicating changes to come in the future of marketing.
Despite a steady increase in LGBTQ+ media representation in recent years, the Beyond The Rainbow study indicates that only 38% of people who actively seek LGBTQ+ media are satisfied with queer representation in its current format. This is paired with the research that shows 93% of LGBTQ+ people and 85% of non-LGBTQ+ people aged 18-24 seek out queer representation, indicating that it is a hugely popular form of entertainment. This suggests that despite the overwhelming popularity of this genre of media, the expectations of the majority of consumers are not being met. Statistics from the study also show that less than half of people surveyed are open about their sexuality in the workplace, and only half are open about their gender identity.
Image Credit: WPP
WPP partnered with myGwork to conduct this research to gain a better understanding of the current circumstances for the LGBTQ+ community in media and marketing. The study reveals many interesting facts regarding the welfare and views of the community, particularly with regards to how the media can improve how they are represented. Over half of LGBTQ+ people in Beyond The Rainbow shared their desire to see media companies use their platforms to raise awareness for legislation that negatively impacts the LGBTQ+ community.
“In a world where the LGBTQ+ community continues to face discrimination and violent attacks – both in the workplace and in life – the power that our industry has to create change should not be underestimated,” said Michael Houston, President of WPP in the US. “As a global company of over 100,000 creative thinkers and makers, WPP has a responsibility to educate and empower our people, our clients, and our allies to positively and meaningfully influence the cultural representation of the LGBTQ+ community through marketing, advertising and communications. Right now is an incredible moment and opportunity for brands around the world to use their influence to impact society for good.”
Founder and UK Co-Chair of WPP, David Adamson also shared his intentions for the Beyond The Rainbow study. “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,” discussed David. “As more people identify under the LGBTQ+ umbrella, being genuine and inclusive in everything we do is more crucial than ever for brands to be relevant. At WPP, we can help advise on the best approach for inclusivity and representation, reflective of today’s changing culture.”
Senior Vice President of Programs, Research, and Training for the Human Rights Campaign Jay Brown discussed the impact of the study, and what it helps communicate. “As is painfully clear, the LGBTQ+ community’s needs go far beyond Pride month,” Jay remarked. “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. That helps with employee engagement, customer loyalty and a company's bottom line. And beyond that, it can help make the world safer and more welcoming for us all. We’re glad to have WPP Unite as a partner in this work.”
"We're delighted to partner with WPP as a partner in the study as it clearly shows that organizations and brands need to work much harder to become more inclusive, both for their LGBTQ+ employees and consumers," added Co-founders of myGwork, Adrien and Pierre Gaubert.
The study indicates a number of intriguing statistics detailing how the queer community and its allies believes improvements can be made in the marketing and media industries. The full Beyond The Rainbow report, including the views of the LGBTQ+ community on media, representation and marketing can be accessed here.