US consumers favor LGBTQ+ inclusivity – and many will boycott brands that backtrack on this commitment

Significantly more consumers in the US support LGBTQ+ representation in ads than oppose it, research by the Alliance for Inclusive and Multicultural Marketing (AIMM) has found.

Marketers that backtrack on their support for the LGBTQ+ community in the face of criticism – such as by moving away from representation in ads – risk boycotts and permanently losing customers.

This insight emerged from a survey of 2,300 adults in the US conducted by the Alliance for Inclusive and Multicultural Marketing (AIMM) – a unit of the Association of National Advertisers (ANA) – and the Cultural Inclusion Accelerator, the measurement company.

“What we found was that backtracking on social issues that consumers feel are important – like equality, diversity and inclusion – is a losing proposition for brands,”...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands