More than 51% of U.S. employees who responded to a global survey said they were more likely to work for a pro-LGBTQ company, compared to 11% who said they were less likely. - NBCOUT
American workers and consumers are more likely to prefer brands that publicly align with LGBTQ causes, according to a new analysis.
LGBTQ advocacy group GLAAD partnered with Edelman to analyze the survey data to gather LGBTQ-specific insights. The survey responses came from 1,000 consumers and 1,000 workers in the U.S.are on the rise. Over 300 anti-LGBTQ bills have been proposed in state legislatures in 2022 and derogatory misinformation about LGBTQ people has increased by 400% on social media, according to the Human Rights Campaign, the U.S.'s largest LGBTQ advocacy group.
In fact, more than half of Americans expect CEOs to help shape policy around LGBTQ rights, according to the analysis. It found that young shoppers especially tend to find brands that pledge support to LGBTQ communities more “relevant” and “relatable.” A Februaryreported that one in five members of Generation Z identifies as “lesbian, gay, bisexual, transgender or something other than heterosexual.
There are brands that want to stand in solidarity with the LGBTQ community but fear that they will notA GLAAD survey of 200 advertisers from February found that 61% think that there would be larger backlash for representing LGBTQ people incorrectly than “not featuring them at all.”
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