Survey Finds 50 Percent of Marketers Feature LGBTQ+ Casting in Ads

Half of the marketers responding to an ANA survey indicated that they ran ads in the past year featuring identifiable LGBTQ+ casting.

The report, “LGBTQ+ Marketing Inclusion” was the first of its kind and, despite the lack of previous data, the ANA said the results were a positive indicator of overall LGBTQ+ marketing inclusion.  “If this survey was taken 20 years ago, or even 10, the results would look quite different, with LGBTQ+ casting much lower,” the report said.

“The results of this survey are encouraging because they demonstrate marketers’ genuine support for the LGBTQ+ community. Inclusion and equity are at the very heart of any diversity discussion,” said ANA CEO Bob Liodice.  “The ANA’s DEI efforts are foundational to our growth agenda, which provides a framework for businesses and brands to leverage for sustainable growth.”

The survey focused on LGBTQ+ representation in creative, targeted LGBTQ+ media vs. non-targeted campaigns, the timing of the campaigns, the benefits and challenges of inclusive marketing, overall industry support, and campaign measurement.

The full report can be accessed here.