Positive LGBT+ representation in ads drops, but marketers don't see the problem

Campaign 30 Jun 2020 08:38

Less than two-thirds (65%) of Britain’s LGBT+ population feel representation in ads has been positive – a 9% drop from last year, according Karmarama’s second annual LGBT+ survey in partnership with Gay Times.

The research – which was conducted by YouGov and compiled the views of 6,428 British consumers (754 of whom identified as LGBT+) and 150 marketing decision-makers – found that just a third (36%) of LGBT+ respondents felt ads were reflective of the community, a 12% drop from last year’s findings.

While four in five (82%) respondents claimed that LGBT+ representation in ads is tokenistic, only a quarter of marketers (25%) felt that their business does not successfully engage with the LGBT+ community.

Just a third (32%) of marketers surveyed said that their campaigns and events engage with the LGBT+ community independently of Pride celebrations, while 84% of LGBT+ consumers want brands to make an effort to better connect with them outside of Pride month.

"This research shows that we as an industry are failing to make proper progress on representation," Ben Bilboul, chief executive of Karmarama, said. 

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