06 Aug 2020
Dangers of taking a dip
We’ve been proud to work with Karmarama, Accenture Interactive and Gay Times on a campaign that highlights the shortcomings of LGBTQ+ representation in advertising.
We conducted an in-depth piece of research which reveals that LGBTQ+ representation in British advertising has regressed significantly in the last year in the eyes of the community. Just two thirds feel that representation is positive, a 9% drop from the previous year. Additionally 84% of respondents wanted brands to do more to engage with the LGBTQ+ community, outside of just Pride celebrations.
The research serves as a wake-up call to the advertising industry, and highlights the urgent need for more diverse and inclusive representation of minority groups.
To help support this, we worked with Accenture to develop practical advice for marketers to improve their campaigns, and to make sure they’re acting as a year round ally to the LGBTQ+ community.
The research was covered extensively by key marketing titles, including Campaign, WARC and Marketing Week, with plans to replicate the study next year, potentially expanding our hypothesis further.