In 2017, customers expect more from their brands than just products. They want the brands they support to reflect their own principles. And in this age of information at your fingertips, it’s easier than ever to check. So doing the right thing can help drive customer loyalty and business growth. For the LGBTQ community and its allies, that means supporting businesses that ensure a diverse staff and include the LGBTQ community in their campaigns and advertising.

Earlier this year, Ogilvy commissioned a survey to better understand consumer attitudes towards LGBTQ-inclusive advertising, specifically when it comes to allies. They found that nearly two-thirds of Americans think that LGBTQ-inclusive brands are good for the economy and felt that brands that are inclusive reflect the country’s diversity. This shows that national sentiment towards LGBTQ-inclusive advertising is positive – for brands individually and for the economy as a whole. In fact, 46% of respondents said that seeing a brand’s LGBTQ-inclusive advertising would make them more likely to consider purchasing its products or services.  In short, LGBTQ-inclusive advertising can be more than just a diversity campaign. When done right it can create a positive halo effect for brands and businesses. 

How do consumers check if a brand is inclusive of the LGBTQ community? 25% of them use social media to find out. And while the survey indicates that inclusive advertising can be a boon for businesses, over two-thirds of respondents said that to be perceived as allies, brands need to do more than just “talk the talk.” They need to “walk the walk” by ensuring a diverse staff. 73% of respondents think it’s important for brands to employ a diverse team of people to best serve their diverse customers. The survey also found that more than half of Americans (57%) believe that diverse advertising professionals should be hired to create LGBTQ-inclusive advertising.

The survey also showed that when a business discriminates against the LGBTQ community, almost half of Americans said they would actively avoid purchasing products and services from them. So not only are consumers supportive of LGBTQ-inclusive brands, many would also actively not support brands that discriminate.

Ogilvy’s findings of consumer attitudes towards LGBTQ advertising mirror those of general public sentiment per GLAAD’s annual Accelerating Acceptance survey, which measures attitudes towards the LGBTQ community in America. The 2017 iteration of the survey showed that roughly two-thirds of Americans reported that they are comfortable with their LGBTQ family members, coworkers, and neighbors. Additionally, GLAAD’s survey found that 20% of millennials identify as LGBTQ and that 63% of millennials identify as LGBTQ allies. Millennials are a highly sought after demographic for brands, and in order to appeal to that generation, businesses need to ensure that they are reflected in campaigns.

If brands and businesses want to remain competitive and relevant, inclusive campaigns need to be more than just diversity initiatives.  As both surveys show, when they are done right, they can create a positive halo effect for the entire business.

To learn more about GLAAD Amplified and Advertising Week, visit our website at glaad.org/amplified and join us for GLAAD Amplified: LGBTQ Voices in Advertising on Tuesday, September 26, 2017 B.B. King Blues Club in the 4A’s Centennial Theatre at 5:00 PM for our panel.

The 69th Annual Primetime Emmy Awards aired live on CBS tonight, and included wins for several LGBTQ actors, creators, and inclusive series.

Out actress, writer, and producer Lena Waithe made history as the first black woman to win the Emmy in Outstanding Writing for a Comedy Series for Master of None‘s “Thanksgiving” episode, alongside Aziz Ansari. “Thanksgiving” was inspired by Waithe’s own story and takes place over the course of two decades of Thanksgivings, telling the story of Denise’s (Waithe) coming out, bringing dates to family dinner, and her relationship with her family. The episode, co-written by Waithe and show creator Ansari, is a beautiful and personal look at the often overlooked stories of queer women of color. During her speech Waithe said, “My LGBQTIA family, I see each and every one of you. The things that make us different, those are our superpowers. Every day when you walk out the door and put on your imaginary cape and go out there and conquer the world because the world would not be as beautiful if we weren’t in it. For everybody out there that showed so much love for this episode, thank you for embracing a little Indian boy from South Carolina and a little queer black girl from the south side of Chicago. We appreciate it more than you could ever know. “

For the second year in a row, out actress and comedian Kate McKinnon won the Emmy in Outstanding Supporting Actress in a Comedy Series for her work on Saturday Night Live. McKinnon was also part of the cast win as Saturday Night Live picked up the Outstanding Variety Sketch Show Emmy. This season’s co-head writer, Chris Kelly, is also an out gay man, a first for the series. McKinnon can be heard in the upcoming Netflix animated series The Magic School Bus Rides Again where she voices the new Ms. Frizzle, premiering September 29.

The Black Mirror episode “San Junipero” took home the Emmy in Outstanding Television Movie, the episode also received the GLAAD Media Award for Outstanding Individual Episode earlier this year. Charlie Brooker, the writer of the episode, also took home the Emmy in Outstanding Writing for a Limited Series, Movie, or Drama for the episode. “San Junipero” followed the love story of Kelly and Yorkie whose relationship defied the laws of space and time. Hulu’s The Handmaid’s Tale won the Emmy in Outstanding Drama Series.

GLAAD President and CEO Sarah Kate Ellis was in attendance at the Emmys and advocated on the red carpet for more LGBTQ-inclusive entertainment. Several celebrities in attendance including Tatiana Maslany (Orphan Black) also sported ‘&’ lapel pins to show solidarity for those most vulnerable to discrimination in the current political climate. The ‘&’ pins, courtesy of GLAAD, represent the Together movement that seeks to unite marginalized communities to resist, persist and prevail against hateful and non-inclusive legislation, policy and rhetoric. Learn more about the ‘&’ and get your own pin at glaad.org/together now.

Earlier this month, winners were announced during the two nights of the Creative Arts Emmys presentation. Out choreographer Travis Wall picked up the Emmy in Outstanding Choreography for his work on So You Think You Can Dance. RuPaul’s Drag Race received three trophies, including Outstanding Host for a Reality or Reality-Competition Program. The Beatles: Eight Days a Week – The Touring Years, which featured historical footage of the Beatles Manager, Brian Epstein, who was gay, picked up two awards in Outstanding Sound Mixing and Outstanding Sound Editing. Alexis Bledel won the Emmy in Outstanding Guest Actress in a Drama Series for her portrayal of lesbian character Ofglen in Hulu’s The Handmaid’s Tale. Jane Lynch (Dropping the Soap) took home the Emmy for Outstanding Actress in a Short Form Comedy or Drama Series.

Congrats to the winners!