As latest occasions in Qatar and the vilification of JK Rowling amply show, 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 staff of senior folks from throughout the group.
Past the Rainbow’s findings aren’t essentially controversial in themselves, though they do level to among the points that come up: the large affect that the LGBTQ+ neighborhood now has on mainstream tradition, promoting’s continued failure to grasp it, and the difficulties that also accompany being totally “out.”
Among the headlines embrace:
- Amongst younger folks, queer media has change into mainstream: 93% of LGBTQ+ 18–24 yr olds and 85% of non-LGBTQ+ 18–24 yr 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 glad with the best way LGBTQ+ individuals are represented, and a pair of out of three LGBTQ+ folks need to see extra queer illustration
- Greater than half of LGBTQ+ individuals are nonetheless not utterly out at work: Solely 40% are utterly open about their sexuality with colleagues, whereas 50% are open about their gender identification
- There’s an earnings hole in terms of being out at work: These on the best incomes have been 37% extra prone to be utterly open at work than these on the bottom incomes
- 52% of LGBTQ+ folks prefer it when manufacturers change their logos to the rainbow flag colors throughout Pleasure month. Nonetheless, 3 out of 4 LGBTQ+ folks and half of non- LGBTQ+ folks assume manufacturers ought to do extra to help LGBTQ+ folks outdoors Pleasure 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, stated: “In a world the place the LGBTQ+ neighborhood continues to face discrimination and violent assaults, the ability that our business has to create change shouldn’t be underestimated. WPP has a duty to coach and empower our folks, our shoppers, and our allies to positively and meaningfully affect the cultural illustration of the LGBTQ+ neighborhood by way of advertising, promoting and communications.”
In some ways it’s a daring transfer by WPP. It may be thought of successful 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 price a attempt.
