Being pro-LGBT is good for business.
This, at least, can be surmised from an Ogilvy survey involving over 1,000 Americans, including over 400 LGBT allies, and which revealed that nearly two-thirds of the respondents (65%) believe that LGBT-inclusive brands/businesses are good for the economy and an almost similar number (64%) believe that these initiatives reflect diversity.
However – and perhaps worth stressing – majority (68%) report that in order to be an LGBT ally, brands/businesses need to “walk the talk” by following through on promises and plans.
“Our survey demonstrates that creating LGBT inclusive advertising should be more than just a diversity initiative. When it’s done right, it can be a way to drive value at a higher level for an entire business,” said Bill Berman, Ogilvy account director and co-chair of Ogilvy Pride.
The survey also found that LGBT-inclusive advertising can be a key business driver among consumers as 64% of LGBT allies and 46% of all those surveyed say that seeing a brands’ LGBT-inclusive advertising would make them more likely to consider purchasing its products/services.
Opposing inclusion can also impact purchasing decisions with 63% of LGBT allies and 48% of respondents reporting that they try to avoid buying products/services from a brand/business they know discriminates against the LGBT community.
Additional key findings:
- Over seven in ten (72%) believe that a brand/business that is LGBT-inclusive is an ally of the LGBT community.
- Over one-third (35%) report having LGBT-inclusive advertising is an indicator that a brand/business is LGBT-inclusive.
- One in four (25%) report social media (e.g., Facebook, Twitter, etc.) as a source that has provided them information about whether a brand/business is LGBT-inclusive.
- Nearly three in four (73%) report it is important for brands/businesses to employ a diverse team of people to best serve customers.
- Nearly six in 10 (57%) believe brands/businesses should hire diverse advertising professionals to create LGBT-inclusive advertisements.
Ogilvy fielded a seven-question survey of among 1,087 Americans (aged 18+), of whom 436 were considered LGBT Allies, to understand their perspectives about the lesbian, gay, bisexual and transgender (LGBT) community as it relates to the brands (e.g., Walmart, Ford, Apple, Bank of America, etc.) and businesses (e.g., local coffee shops, restaurants, etc.) they interact with day-to-day. The online survey was fielded by YouGov from May 18-19, 2017, and figures have been weighted and are representative of all US adults. The Ogilvy Pride internal organization created this survey.
LGBT allies were defined as Americans who do not identify as LGBT, but have beliefs or have taken some action in support of the LGBT community (stopped purchasing from a non-supportive brand, donated to LGBT-related charities, have LGBT friends, etc.).