By: Valerie Tonn
Within America, 7.1% of adults self-identify as lesbian, gay, bisexual or transgender in 2022, which has increased since 2021 (Coffee, 2022). This increase shows the importance of increasing need for representation of LGBTAQIA+ in the media and advertising (Coffee, 2022). With 21% of GEN Z adults identify as LGBTQIA+ the need to feature representation is going to continue to be an important as this generation is heavily involved in social issues (Coffee, 2022).
Marketing campaigns that are inclusive to LGBTQIA+ members can be difficult to navigate as they can be seen as inauthentic and may cause political tensions (Coffee, 2022). For example, the advertising agency for Burger King in Austria that created a Pride Whopper designed with two top or two bottom buns (Coffee, 2022). This promotion got back lash for being tone-deaf by individuals that identified with being part of the LGBTQIA+ community and conservatives (Coffee, 2022).
Another issue behind LGBTQIA+ portrayal is the lack of support behind those utilized in advertisements (Hays, 2023).. For example, trans activist Dylan Mulvaney was gifted cans of Bud Light with her face featured on them to commemorate her 365 days of girlhood, in relation to her daily series on her TikTok channel of her experiences as a woman (Hays, 2023). After Bud Light and Mulvaney received extensive backlash by people, including many celebrities who protested the company, the company refrained from defending Mulvaney from transphobic comments (Hays, 2023).. Companies who hire LGBTQIA+ members need to continue to support these individuals and protect them from comments instead of just looking towards monetary gain (Hays, 2023).
Of non-LGBTQ individuals, 52% have been exposed to advertisements featuring LGBTQ members (GLAAD & Procter & Gamble, 2020). Of these surveyed individuals 75% said they were comfortable seeing a LGBTQ individual in a commercial (GLAAD & Procter & Gamble, 2020). Additionally, 70% said seeing an LGBTQ family with children in an advertisement (GLAAD & Procter & Gamble, 2020). These statistics highlight how people continue to be exposed to LGBTQ members and are supportive of this imagery (GLAAD & Procter & Gamble, 2020). However, these statistics also highlight the need to increase LGBTQ representation on the scream (GLAAD & Procter & Gamble, 2020).
References:
Coffee, P. (2022, November 1). LGBT representation in ads has grown, but many consumers
find it inauthentic. The Wall Street Journal. https://www.wsj.com/articles/lgbt-
representation-in-ads-has-grown-but-many-consumers-find-it-inauthentic-11667331187
GLAAD, & Procter & Gamble. (2020). LGBTQ Inclusion in Advertising & Media. Google.
https://chrome.google.com/webstore/detail/adobe-acrobat-pdf-edit-
co/efaidnbmnnnibpcajpcglclefindmkaj?hl=en-GB
Hays, G. (2023, October 4). Dylan Mulvaney demands companies stand up to “bigots,” commit
to LGBTQ partners after Bud Light Fiasco. Fox News.
https://www.foxnews.com/media/dylan-mulvaney-urges-more-companies-commit-
supporting-progressive-partners-have-our-backs
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