• by Todd Wasserman , October 12, 2022

A new report found that the LGBTQ+ population is the fastest-growing U.S. minority segment. Although more people report seeing LGBTQ+ inclusive ads, more than one in five respondents said there should be less LGBTQ+ content.

The report, conducted by CX intelligence platform DISQO and Do the WeRQ, a nonprofit charged with increasing LGBTQ+ representation in marketing and advertising, found that less than 7% of respondents didn’t recall seeing any LGBTQ+ ads. In 2021, that figure was nearly 20%.

“The LGBTQ+ community’s cultural and economic influence is underestimated, and most marketers are failing at two things: continuing niche marketing strategies versus going mainstream, and compartmentalizing their stated allyship from the rest of their business practices,” said Kate Wolff, Do the WeRQ co-chair, programming and operations. “Our findings show it’s increasingly important to be fully authentic, from marketing to workplace to political engagements.”

This year, more people said they wanted more LGBTQ+ content (31% compared with 21% last year). Also, there were fewer people who said they wanted less (22% this year versus 27% last).

The study is based on responses from 9,000+ consumers using DISQO’s CX intelligence platform between June 6 and 27.

Some 72% of respondents said they believe brands have an influence on LGBTQ+ rights. Seventy-four percent of respondents said companies should get involved in social issues such as diversity, equity and inclusion, racial equality, gender equality and social economics.

Perhaps most tellingly, the study found that 85% of respondents consider a brand’s social and political activities when making a purchase. Less than 15% of respondents said they “never” think of it, and 54% said they haven’t bought a product or service because they disagreed with a brand’s position on an issue important to them.