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Learn how brands effectively engage diverse Americans with culturally fluent advertising. Use this research to decode the art of connecting with the LGBTQ+ community while minimizing potential backlash from other segments.
December 8, 2023
Katya Skogen – Director, LGBTQ+ & Gender Insights
Brands increasingly try to embrace and reflect America’s diversity, yet many tread carefully when supporting the LGBTQ+ community, wary of potential backlash. In the July 2023 CultureRate:Ad study, Collage Group tested nine high-profile commercials and brand activations to gauge their appeal to LGBTQ+ viewers and other consumer groups. These ads span different industries and cover a breadth of LGBTQ+ topics: from broad representation to specific areas like transgender athletes’ rights and mental health concerns in LGBTQ+ youth.
Fill out the form to download an excerpt from Top Ads for LGBTQ+ Consumers: Insights from CultureRate and read below for all the latest insights on this segment.
Using Collage Group’s proprietary CultureRate:Ad methodology, we evaluate the impact of each activation by gauging both positive and negative reactions from LGBTQ+ and non-LGBTQ+ consumers, as well as those who express Liberal and Conservative political views. We also compare these ads’ effectiveness to the CultureRate norms, derived from the analysis of 126 ads tested between February 2022 and July 2023.
There wasn’t one, homogenous response to LGBTQ+-inclusive ads from self-described Conservative consumers. While some expressed strong reservations or even backlash, many agreed that some of the ads conveyed messages that were important to tell.
Mental health coverage is top-of-mind for Americans when considering health insurance, so creating easily accessible and straightforward resources that explain your brand’s mental health coverage is crucial to bridge the knowledge gap.
The Big Picture: Ground Your LGBTQ+ Advertising in Culturally Nuanced Insights to Drive Resonance and Mitigate Backlash
Key Takeaways from Highly Resonant Ads
A Cautionary Tale of an Activation that Fell Short
Contact us today learn how you can partner with us on the journey to cultural fluency and engaging diverse America.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group