Understanding allyship: How Kantar uses Insight to advocate for LGBTQIA + inclusion

We’re proud to be an organisation that walks the walk on allyship. From our Pride@Kantar Employee Resource Group (ERG), to using our market research and insights skills to shine a light on what matters to those in the LGBTQIA+ community, we know that allyship is important on both a personal and professional level.

Pride@Kantar started as a grassroots movement in 2018; today, it stands as a global ERG, officially recognised and supported by our Executive Committee. Working together, we’re continuing to make Kantar a great place to work for the LGBTQIA+ community, and inspiring colleagues to celebrate their individuality. From our educational “Disruption Talks” series and LGBTQIA+ Allyship eLearning (open to all colleagues), to creating virtual Safe Space gatherings for LGBTQIA+ individuals to share their experiences, the ERG is really bringing the importance of active allyship to the forefront of life at Kantar.

But it’s not just for our colleagues. We also use our professional research skills to inform the wider conversation about how brands can be better allies to the community.

One of the ways we’re most proud of showing our allyship is through our annual collaboration with DIVA Magazine, and the resulting annual DIVA Report. For the past four years, we’ve collaborated to bring together our research excellence along with DIVA’s deep connection to the LGBTQIA+ community to explore the real lived experiences of LGBTQIA+ women and non-binary individuals, creating a powerful tool for understanding and advocating for these communities. It’s a powerful resource, providing crucial insights and actionable recommendations for brands and businesses.

The 2024 report was our biggest yet. Based on responses from 2,101 LGBTQIA+ women and non-binary people in the UK and US - as well as India and South Africa for the first time - it reveals a complex landscape. The stark reality of the experiences faced by the LGBTQIA+ community underscores the need for genuine allyship and active support from broader society. True allyship, as the report emphasises, is about standing with marginalised communities, taking action and being a catalyst for change. However, the current social climate, marked by inherent bias and the fear of cancel culture, often deters even the most empathetic individuals from becoming active allies.

Moreover, allies can face similar levels of discrimination as the communities they support, particularly on social media, which frequently serves as a battleground for polarised views. Despite these challenges, allies are more likely than LGBTQIA+ individuals to report discrimination in the workplace, highlighting their potential role in driving systemic change.

One of the other key findings is that brands tend to be hesitant when engaging with LGBTQIA+ issues, fearing backlash. To help brands navigate this, we’ve created a transformative brand journey guide, which aims to guide brands on their right to play and the internal work necessary to authentically support the LGBTQIA+ community. In June, our Pride@Kantar ERG held its first-ever client-facing webinar to further highlight the impact of LGBTQIA+ inclusivity on brands, using not just our DIVA research, but also insights from our partnership with LGBTQIA+ inclusion nonprofit GLAAD and Global MONITOR – our global syndicated consumer insights study.

By continuing to expand the report's reach and impact, Kantar and DIVA aim to foster a deeper understanding of allyship and drive meaningful change in how brands and businesses engage with and support LGBTQIA+ individuals. This ongoing work serves as a valuable resource and guide for those committed to making a difference.

If you feel like Kantar is a place where you can shape your future, check out our myGwork page.