LGBTQ+ community is one of the most underrepresented communities. The media representation of this community is very limited and often stereotyped.
Research conducted by Twitter Insider – A point of pride: How well do brands represent the LGBTQ+ community? brings out some unique statistics around the LGBTQ+ community’s representation in advertising. It provides data about what the members of the community feel about their media representation.
The LGBTQ+ community is a massive and potential but rather untapped market for many brands. While the community has often been incorrectly presented or underrepresented there are some brands that jump the bandwagon during pride month to encash some popularity. However, they’re not necessarily relatable or appealing to the LGBTQ+ community. Besides pride month cannot be the only moment of glory or recognition for the community. They need to feel inclusive all 365 days in a year. It is high time that brands understand this and produce content that has real people and real stories from the LGBTQ+ community.
Around 64% of community members are likely to buy products that are LGBTQ+ friendly and approximately 76% feel they will continue loyalty towards such products and brands. There is a growing feeling amongst the community that brands should communicate with them as they strongly believe brands have a role to play in the progress of societal views. Most of them believe that including a rainbow on the product is not enough to show diversity and inclusion.
The article also mentions that 63% of members believe brands should engage in conversation about supporting the LGBTQ+ community on Twitter.