Infographic: How Consumers Perceive and Respond to LGBTQ-Themed Ads

New research shows why brands should be embracing them

There’s a fine line between authentic representation and exploiting a minority group, and many brands steer away from that space entirely. Others fear they’ll lose customers by getting into “political territory.” However, the times, they are a-changin’, and consumers are making it known: The public is more than ready for LGBTQ representation in their ads, and they want brands to get on board. Gay social network Hornet commissioned a study of 800 people from Nielsen to determine the impact of LGBTQ ads on consumers, and the ads passed with flying (rainbow) colors.

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This story first appeared in the Jan. 15, 2018, issue of Adweek magazine. Click here to subscribe.