As current occasions in Qatar and the vilification of JK Rowling amply exhibit, LGBTQ+ rights can, a technique or one other, be a really difficult place to go.
WPP has braved the territory and put collectively a brand new international research on LGBTQ+ advertising and its future, properly working with an all-queer group of senior individuals from throughout the group.
Past the Rainbow’s findings aren’t essentially controversial in themselves, though they do level to a few of the points that come up: the large affect that the LGBTQ+ group now has on mainstream tradition, promoting’s continued failure to grasp it, and the difficulties that also accompany being absolutely “out.”
Among the headlines embody:
- Amongst younger individuals, queer media has develop into mainstream: 93% of LGBTQ+ 18–24 12 months olds and 85% of non-LGBTQ+ 18–24 12 months olds actively search out queer media, proving its common attraction
- The standard and amount of queer media wants enchancment: Simply 38% of those that search out queer content material are happy with the best way LGBTQ+ individuals are represented, and a couple of out of three LGBTQ+ individuals wish to see extra queer illustration
- Greater than half of LGBTQ+ individuals are nonetheless not fully out at work: Solely 40% are fully open about their sexuality with colleagues, whereas 50% are open about their gender id
- There’s an revenue hole in the case of being out at work: These on the very best incomes have been 37% extra prone to be fully open at work than these on the bottom incomes
- The annual change of brand could also be the place communications begin however shouldn’t finish: 52% of LGBTQ+ individuals instructed us that they do prefer it when manufacturers change their logos to the rainbow flag colors throughout Satisfaction month. Nonetheless, there’s a transparent want for extra year-round assist, as 3 out of 4 LGBTQ+ individuals and half of non- LGBTQ+ individuals assume manufacturers ought to do extra to assist LGBTQ+ individuals exterior Satisfaction month.
WPP’s goal with Past the Rainbow is to be of sensible use to shoppers by serving to them join with LGBTQ+ audiences.
Michael Houston, president of WPP within the US, mentioned: “In a world the place the LGBTQ+ group continues to face discrimination and violent assaults, the facility that our trade has to create change shouldn’t be underestimated. WPP has a accountability to coach and empower our individuals, our shoppers, and our allies to positively and meaningfully affect the cultural illustration of the LGBTQ+ group by way of advertising, promoting and communications.”
In some ways it’s a daring transfer by WPP. It may be thought of a hit if the group creates extra campaigns that perceive LGBTQ+ points and alternatives with out stoking controversy someplace on the planet. It’s obtained to be value a strive.
