WPP has released a new study designed to show how brands can better represent and connect with the LGBTQ+ people within their audiences. The study also purports to help brands stay up to date with changing attitudes toward sexuality and gender identity and create more effective LGBTQ+ brand communications that go beyond Pride month.
The study was conducted by the holding company’s LGBTQ+ community Unite and Choreograph, its data products unit. Additional WPP agencies also provided input.
Key highlights include:
The study, “Beyond the Rainbow,” surveyed 7,500 LGBTQ+ and non-LGBTQ+ people in the United States, United Kingdom, and Canada.
Commenting on the report, Michael Houston, President of WPP in the U.S., stated: “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.” The ad community has a responsibility to foster that change, he added.
David Adamson, founder and UK co-chair for WPP Unite, said, “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. 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.”
The full report can be accessed here.