In the wake of backlash over trans creators, and muted Pride campaigns, 44% of consumers still say LGBTQ+ representation in advertising is important to them, according to a new report. 

The findings come from consumer insights firm Numerator, which surveyed 1,200 consumers, equally balanced between Gen Z (those born between 1997 and 2012), millennials (1981-1996), Gen X (1965-1980), and people considered baby boomers and older (people born in 1964 and before). The survey, conducted from June 1 to June 3, asked them about their views on diversity in advertising and LGBTQ+ representation in ads, and how these impact their decision to buy.

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The report found that views on diversity varied based on age, ethnicity, and where consumers lived, with younger, diverse, urban respondents wanting to see more diversity. Older, rural respondents were less receptive to it. Overall, 63% said that diverse representation in advertising is definitely or somewhat important to them. This was highest for millennials (71%), followed by Gen Z (68%), Gen X (61%) and baby boomers and older (56%).

Racial and ethnic diversity, age diversity, and disability representation were listed as most important across generations, perhaps for how visible these traits can be. When asked which types of diversity are important or compelling in advertising, respondents could choose several answers—across all generations, 62% of consumers said racial and ethnic diversity, followed by age diversity (56%) and disability representation (56%). Just 37% chose LGBTQ+ representation, while 35% chose gender identity and only 28% cared about religious representation. 

Yet when specifically asked about LGBTQ+ representation, 44% agreed that it was important to have LGBTQ+ representation in ads.

Read more: Navigating LGBTQ+ marketing amid culture wars

More than 75% said they feel positive or neutral when they see LGBTQ+ people or themes in ads; those positive and neutral feelings were significantly higher among younger, urban and racially diverse respondents. Negative feelings about LGBTQ+ representation were higher among boomers, rural and Midwest shoppers.

But that smaller percentage of people with negative feelings seem to be more vocal in their criticism of brands that want to have more diversity in their campaigns. Just look at Bud Light's partnership with transgender influencer Dylan Mulvaney, which has sent the beer's sales falling since early April. Target responded to social media criticism of its Pride apparel by pulling some of the merchandise from the sales floor, citing employee safety, but was then criticized by pro-LGBTQ+ groups and politicians who accused the retailer of caving.

That loud backlash from conservatives could explain why survey respondents were also split on if LGBTQ+ representation in ads has a positive impact on society, but this varied heavily depending on respondents’ age, race and where they live. More than 40% of Gen Z, millennials, urban, Black, Asian and Hispanic/Latino shoppers said they think LGBTQ+ representation has a positive impact, while over 40% of Gen X, baby boomers and older, rural, white and Midwest respondents said they think it has a negative impact.

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Consumers are also divided on the current level of diverse representation in ads in general. While 47% of consumers believe the amount of representation is “just right,” 31% think that there is too much and the remaining 22% believe there is not enough. Gen Z and Black consumers especially want to see more diversity. Gen Z is 44% more likely and Black consumers are 76% more likely to say that there is not enough diverse representation in advertising.

Brands may want to invest more in diversity in their campaigns. The report found that diversity in ads can sway consumer purchasing, as 47% of consumers surveyed said they are likely to buy from a brand that includes diversity in their ads. Meanwhile,  41% say representation would not impact their decision to buy products and only 12% of consumers say they are unlikely to buy from brands that feature diverse representation. Also, 40% of shoppers say they are likely or very likely to buy from a brand that includes LGBTQ+ representation in their advertisements or product offerings, while 39% say it has no impact on their purchasing decisions and 21% say they are unlikely or very unlikely to do so.

Also see: Why Gen Z’s trust is hard to earn