Study Finds LGBT+ People Want More Support from Companies

New research from YouGov has found the LGBT+ community would prefer companies implement support networks for queer staff and customers rather than just colour their logo rainbow and sponsor a float for Pride.

YouGov survey 1,711 people across the UK, of which 136 were LGBT+. They found three quarters of LGBT+ people would feel “more positive” if companies introduced better LGBT+ polices. In contrast, just one third of straight British people felt this way.

65 percent of LGBT+ respondents, however, did say they would feel better if their company sponsored a Pride event, and nearly 60 percent said they would be happier if their companies used the rainbow flag in their marketing.

“Our data shows that while the majority of LGBT+ people support brands using the rainbow pride flag in their marketing to show their support, a greater number would be more impressed by a company that introduced policies actively supporting LGBT+ employees or customers,” said Chantel Le Carpentier, a researcher for YouGov.

“This is certainly something crucial for brands to consider when it comes to drawing up their marketing plans for the next Pride season, and of course in the coming year ahead.”

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