Advertisers are failing to properly represent LGBTQ+ people in ads, according to a new report, which comes as inclusivity within marketing is facing increased scrutiny amid heightened political tension.
The study—the first of its kind from a partnership between GLAAD and Kantar—includes an Advertising Index on which all U.S. LGBTQ+-inclusive ads scored “insufficient” or lower. “We see this index as a guide for how marketers can get this right,” said Meghan Bartley, director of agencies, brands and engagement at GLAAD Media Institute.
The report examined more than 400 ads from 2022 and found that just 3%, or 14 ads, had LGBTQ+ representation. Those ads were evaluated on a 5-point scale including the kind of representation on screen, when and where the ad aired—if only in June during Pride Month, for example—and the length of time LGBTQ+ people were on screen. Each ad could receive a “failing,” “poor,” “insufficient,” “good” or “excellent” rating. All of the LGBTQ+ ads that were measured received “insufficient” or lower.