LGBTQ-friendly brands are preferred by workers and consumers

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American workers and consumers are more likely to favor brands that publicly align with LGBTQ causes, according to a new analysis.

More than 51% of US employees who responded from July to August to the Edelman Trust Barometer, a global survey conducted by public relations firm Edelman, said they were more likely to work for an LGBTQ-friendly company. Chances were slim.

Another Edelman Trust Barometer survey conducted in May found that 34% of consumers said they were more likely to buy from a brand that expressed support for LGBTQ rights.

Gay and Lesbian Coalition Against Defamation Partnered with Edelman to analyze survey data to gather LGBTQ-specific insights. Survey responses came from 1,000 consumers and 1,000 workers in the United States

Anti-LGBTQ government policy and insights come in a year Violence are increasing. More than 300 anti-LGBTQ bills have been proposed in state legislatures by 2022, and the Human Rights Campaign reported a 400% increase in derogatory misinformation about LGBTQ people on social media.

In conversations with its corporate clients, Edelman found that growing hostility toward LGBTQ people has made companies nervous about taking a firm public stance with the LGBTQ community.

“We often see companies asking if they can take a stand on LGBTQ issues, and this data shows that for many companies, they can’t afford it,” said Edelman Senior Vice President Lauren Gray.

In fact, more than half of Americans expect CEOs to help shape policy around LGBTQ rights, the analysis said. It found that young shoppers are particularly finding brands that pledge support for LGBTQ communities to be more “relatable” and “relatable.” A February Gallup poll One in five of Generation Z identify as “lesbian, gay, bisexual, transgender or something other than a different gender.”

read more: Gen Z loves Minions, Horror and The Rock

With a potential recession weighing on executives’ minds, GLAAD President and CEO Sarah Kate Ellis acknowledged that some companies may misconstrue supporting social causes as “non-essential.”

“But if you hold back the LGBTQ community, it hurts your bottom line,” Ellis said. “It’s just numbers. It’s very important to consumers and employees.”

There are brands that want to stand in solidarity with the LGBTQ community, but fear they won’t Get LGBTQ inclusion “right.” A GLAAD survey of 200 advertisers from February found that 61% felt there would be greater backlash for misrepresenting LGBTQ people than “not mentioning them.”

But 64% of non-LGBTQ people and 71% of LGBTQ people are more likely to buy from companies that feature LGBTQ people in their ads by 2022, according to GLAAD surveys.

happiness vision plan It intends to show corporates how to speak “correctly and precisely,” Ellis said. “I think it’s important to discern for a moment between joining a movement and marketing.”

Instead of switching to rainbow packaging during Pride month, Ellis wants corporations to use their economic and political clout to oppose anti-LGBTQ legislation year-round. He also wants companies to prioritize diversity and representation when hiring.

While this year has brought corporate reluctance around LGBTQ support, some employees and customers have succeeded in pushing brands to enter the conversation in ways beyond rainbow logos.

In March, Disney He faced criticism from its own employees For the institution’s initial silence on the Florida law, which banned elementary school education on sexual orientation and gender identity. Soon after, then-CEO Bob Chabeck declared The company will donate $5 million to LGBTQ-support organizations and pledge to help repeal Florida’s anti-LGBTQ policies.

Since his return as Disney’s CEO last month, Bob Iger has Spoken out About the company’s commitment to supporting LGBTQ communities. The entertainment company also released productions this year, including “Lightyear” and “Strange World,” which explore same-sex romance.

“When you see moments of conflict with organizations in the LGBTQ community, the organizations that stand up for LGBTQ people are the ones that win,” Ellis said. “I don’t think you can be a consumer-facing product in the 21st century and not have this as your priority.”


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