A new research report from Outvertising unveils LGBTQIA+ consumer attitudes towards advertising and marketing. The data shows that 67% of LGBTQIA+ consumers are more likely to recommend items that they see in advertising than their non LGBTQIA+ peers (49%).

The research titled The Outvertising Consumer Report has been commissioned by Outvertising, the volunteer-run LGBTQIA+ advocacy group that exists to make UK advertising and marketing LGBTQIA+ inclusive. The research was created in partnership with YouGov to provide a greater understanding of the LGBTQIA+ consumer. The research sample represents around 230,000 respondents living in Great Britain, aged 18+, of whom 21,763 identified as LGBTQIA+ in order to provide a comparison of attitudes.

The report intends to provide brands and marketers with the insights they need to better execute authentic representation of the community in advertising campaigns.

Such representation is particularly important to LGBTQIA+ consumers, as the data finds that LGBTQIA+ consumers are more likely to favour seeing ‘real looking people’ in ads than their non-LGBTQIA+ counterparts (70% vs 64%).

The report shows that advertising is largely recognised as a factor behind how the community feels with more than half of LGBTQIA+ people claiming that advertising affects how they perceive their body image, compared with just 1 in 3 non-LGBTQIA+. 

Aligning values 

Beyond representation, the findings also reveal a preference for marketing with a message. The data shows that LGBTQIA+ respondents want to see messaging that aligns with LGBTQIA+ rights (58% VS 10%), Gender issues e.g. #MeToo (45% vs 8%), environmental rights (63% vs 35%), and human rights (62% vs 24%).

Aligning values is particularly important for brands wishing to connect with LGBTQIA+ consumers as 60% of LGBTQIA+ people in the UK believe that brands should express their views on political and social issues compared to 41% of non-LGBTQIA+ people.

The community is also more likely to reject a brand if its views are not aligned with their own, out-pacing the non-LGBTQIA+ audience (64% vs 50%), proving the importance of purpose.

The research also finds that when brands do advertise, the LGBTQIA+ community is more likely to be persuaded by advertising to guide purchase behaviours (40% vs 31%), and then recommend items that they see in ads to their friends and family (31% vs 24%). Underlining the importance of showcasing strong values as the community in turn may become strong brand advocates. 

Extending reach 

With the battle for attention spread across a variety of platforms, the report showcases the need for a healthy media mix in order to reach an LGBTQIA+ audience.

Traditional platforms like TV remain essential, with the LGBTQIA+ community more likely to enjoy watching ads on TV (24% vs 18%). Yet, they are also more likely to enjoy advertising online (51% vs. 41%), in cinemas (24% vs. 14%), podcasts (12% vs. 9%), and billboards (20% vs. 17%).

“LGBTQIA+ inclusion in marketing has been proven time and time again to positively affect brand affinity, reputation, and sales. And, it allows for people in our community to see themselves on TV, billboards, in radio and print - which strengthens identity, promotes acceptance, and ultimately, contributes to better quality of life for members of the community.” says Lucy McKillop and Marty Davies, Joint CEOs at Outvertising.

They continue: “We believe it is imperative for brands to activate on the findings found within this report to understand where the community is consuming, what they want and need from brands, and how to ensure everything they do is authentic and representative.”

Outvertising’s report underlines the importance of understanding the media habits and preferences of an LGBTQIA+ audience to help brands better authentically represent and connect with the community. With better data, the industry can better service the audiences it seeks to reach.