WPP has unveiled a new study into LGBTQ+ marketing and its future.
The agency’s LGBTQ+ community Unite, and its global data products and technology company Choreograph, helped launch the ‘Beyond the Rainbow’ study that saw 7,500 LGBTQ+ and non-LGBTQ+ people in the United States, United Kingdom, and Canada take part.
The intention is to equip brands, advertisers, marketing communicators and others in the industry with ‘actionable’ data and insights to help build a more inclusive future.
“Organisations have a strong role to play in furthering inclusive representation in workplaces, media and communications to meet shifting consumer attitudes,” WPP added.
The group wishes to call for more authentic representations of LGBTQ+ identities in advertising, recognising the need for long-term support ‘beyond Pride month’ and the role of queer media in culture and brand communications.
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The news comes days after Outvertising co-director of advocacy and activism, Marty Davies spoke to Marketing Beat about what brands can do to support a queer community feeling shunned by the World Cup.
Key insights include the findings that 93% of LGBTQ+ 18–24 year olds and 85% of non-LGBTQ+ 18–24 year olds actively seek out queer media. Despite this just 38% of those who seek out queer content are satisfied with the way LGBTQ+ people are represented.
According to WPP, in the workplace only 40% are completely open about their sexuality with colleagues, while 50% are open about their gender identity. Those on the highest incomes are also 37% more likely to be completely open at work than those on the lowest incomes.
“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,” WPP Unite founder and UK co-chair, David Adamson, said.
“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. At WPP, we can help advise on the best approach for inclusivity and representation, reflective of today’s changing culture.”
