According to a survey conducted in 2021 and in the first quarter of 2022 in the United States, United Kingdom, Canada, Mexico, Italy, Germany, France, Brazil, and Spain, 40 percent of LGBTQ+ and 64 percent of non-LGBTQ+ respondents said they found advertising to be very non-inclusive of gay individuals. Around half of LGBTQ+ respondents believed advertising was very non-inclusive of lesbians, while this figure rose to 66 percent of non-LGBTQ+ respondents. A gap was observed between the perceptions of LGBTQ+ and non LGBTQ+ respondents, with the latter perceiving advertising to be less inclusive than the former, especially with regards to gays and lesbians. This can be explained with the lower exposure to LGBTQ+ ads of people who don't identify as LGBTQ+.
Share of respondents perceiving advertising to be very non-inclusive of LGBTQ+ individuals worldwide as of 1st quarter 2022, by sexual orientation or gender identity
LGBTQ+ respondents from the United States, United Kingdom, Canada, Mexico, Italy, Germany, France, Brazil, and Spain. Source indicates LGBTQ+ respondents as respondents who identify as bisexual, gay, lesbian, pan, fluid, queer, questioning, and unsure.
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Performance Marketing World. (June 27, 2022). Share of respondents perceiving advertising to be very non-inclusive of LGBTQ+ individuals worldwide as of 1st quarter 2022, by sexual orientation or gender identity [Graph]. In Statista. Retrieved November 22, 2024, from https://www.statista.com/statistics/1324120/perception-lgbtq-advertising-non-inclusive-worldwide/
Performance Marketing World. "Share of respondents perceiving advertising to be very non-inclusive of LGBTQ+ individuals worldwide as of 1st quarter 2022, by sexual orientation or gender identity ." Chart. June 27, 2022. Statista. Accessed November 22, 2024. https://www.statista.com/statistics/1324120/perception-lgbtq-advertising-non-inclusive-worldwide/
Performance Marketing World. (2022). Share of respondents perceiving advertising to be very non-inclusive of LGBTQ+ individuals worldwide as of 1st quarter 2022, by sexual orientation or gender identity . Statista. Statista Inc.. Accessed: November 22, 2024. https://www.statista.com/statistics/1324120/perception-lgbtq-advertising-non-inclusive-worldwide/
Performance Marketing World. "Share of Respondents Perceiving Advertising to Be Very Non-inclusive of Lgbtq+ Individuals Worldwide as of 1st Quarter 2022, by Sexual Orientation or Gender Identity ." Statista, Statista Inc., 27 Jun 2022, https://www.statista.com/statistics/1324120/perception-lgbtq-advertising-non-inclusive-worldwide/
Performance Marketing World, Share of respondents perceiving advertising to be very non-inclusive of LGBTQ+ individuals worldwide as of 1st quarter 2022, by sexual orientation or gender identity Statista, https://www.statista.com/statistics/1324120/perception-lgbtq-advertising-non-inclusive-worldwide/ (last visited November 22, 2024)
Share of respondents perceiving advertising to be very non-inclusive of LGBTQ+ individuals worldwide as of 1st quarter 2022, by sexual orientation or gender identity [Graph], Performance Marketing World, June 27, 2022. [Online]. Available: https://www.statista.com/statistics/1324120/perception-lgbtq-advertising-non-inclusive-worldwide/
