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Brands know LGBTQ+ marketing helps grow their business—they’re just afraid to use it.
A study released exclusively to ADWEEK by the ANA found that despite 82% of marketers believing there’s still significant room for more marketing that includes LGBTQ+ people, just 55% of brands actively marketed to or included the LGBTQ+ community in their marketing.
The study found that such marketing efforts positively impacted brand perception (97%) and increased brand loyalty (83%). While 93% of marketers think it is important to represent the LGBTQ+ community in their ads—up from 79% in 2021—another 82% think more positively of a company that actively markets to LGBTQ+ consumers (up from 66% three years ago).
“The message is clear: There is both a need and an opportunity for deeper inclusion strategies with LGBTQ+ consumers,” said Bob Liodice, CEO of the ANA.
But that was before a...
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