LGBTQ+ representation in advertising—why brand advocacy is needed year-round

Feelings of anxiety, self-doubt and fear of rejection were all too familiar growing up as a transgender woman. LGBTQ+ youth are no strangers to such heightened emotions as they navigate already turbulent times. LGBTQ+ representation in advertising and media helped me better understand myself and the world outside my small suburban town. It was a beacon of hope that reassured me I wasn’t alone—that things could, and would, get better. With LGBTQ+ representation improving over the years, this light shines even brighter for today’s youth. I was young when I realized how powerful advertising is and how brands are built upon the stories they tell. My university studies further illustrated that advertising is a web woven over time that connects us all, building community, pushing boundaries and challenging us to forge a better tomorrow. Fifty years ago—and reflecting the rich yet limited nightlife spaces where queer people could express themselves freely—alcohol and tobacco brands were among the first to explore LGBTQ+ advertising. Today, Gen Zers experience more commonplace LGBTQ+ acceptance and representation in nearly all walks of life, including advertising and the media, thanks to the perseverance and sacrifices of our queer elders. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here Despite this perseverance, hate and disinformation continue to target the LGBTQ+ community. In 2023, The Southern Poverty Law Center recorded an all-time high of 86 anti-LGBTQ+ hate groups. GLAAD and the Anti-Defamation League recorded more than 700 incidents of violence and threats targeting LGBTQ+ people just last year. These acts of prejudice often target drag shows and performers, or equate these activities with “grooming,” a dangerous and sensationalized lie historically weaponized against LGBTQ+ people. These ongoing attacks against the LGBTQ+ community have materialized and made their way to statehouses across the country, many targeting younger generations as nearly a third of Gen Z identify as LGBTQ+. There were 174 anti-trans bills considered in the United States in 2022, a number that skyrocketed to 600 in 2023. With only several months left in 2024, we've unfortunately already surpassed last year's total. As increasingly violent rhetoric and legislation continue to threaten the LGBTQ+ community, brands were noticeably silent for this year’s Pride. These dialed-back campaigns and initiatives appeared to be an attempt at self-preservation following last year’s onslaught of hatred targeting LGBTQ+-related endeavors. In 2023, Target withdrew select pieces of merchandise from its Pride collection and moved in-store displays to the back of some locations. Bud Light failed to support transgender influencer Dylan Mulvaney when vehemently harassed for months over an Instagram partnership. A reactionary backlash against LGBTQ+ inclusion, representation and progress is nothing new; however, many brands failed to defend the marginalized voices they were profiting from. As our community combats vitriol that feels stronger than ever, it’s dangerous for once vocal allies to cave into this anti-LGBTQ+ noise. As brands lie low, the space that their messages of acceptance and compassion formerly occupied becomes seized with anti-LGBTQ+ bigotry. Although brands believe this inaction to be a safer move, it's only causing more harm. Research from GLAAD in 2019 on LGBTQ Inclusion in Advertising and Media found that non-LGBTQ+ people exposed to LGBTQ+ media images are more likely to experience increasing levels of acceptance and comfort toward LGBTQ+ people. Similarly, GLAAD's 2023 Advertising Visibility Index found consumers were 88% more likely to think positively about a brand with a pro-LGBTQ+ stance. This study also reported that two-thirds (66%) of Americans feel advertisers have a responsibility to give visibility within their content to LGBTQ+ individuals, couples, families and communities. As LGBTQ+ people face unprecedented discrimination and violence, advertising and media wield immense power to drive positive cultural change and create educational opportunities. I'm proud to work for a PR and advertising agency that consciously elevates clients advocating for this safer, more inclusive future. In an industry defined by progress, it's our responsibility to help brands do better, be better, and make lives better. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today One step toward achieving this is to stop viewing and treating LGBTQ+ people as a monolith. When you amplify queer voices and stories, amplify a variety of different perspectives. Queer people exist at the intersection of all other identities; every demographic that exists in human beings contains people from the LGBTQ+ community. Brands have a responsibility to champion diverse, nuanced perspectives year-round. Gen Z adults are 45% more likely than the average adult to say advertisers aren’t doing enough to represent the LGBTQ+ community appropriately, noticing when efforts are conditional, seasonal, or stereotypical. Instead of treating marginalized voices as a box to check off, authentically integrate them into ongoing conversations and initiatives. Silence is loud. Not making a choice is a choice, too. If backlash emerges against your queer talent, stand alongside them. What makes Dylan Mulvaney's experience with Bud Light last year especially devastating is the brand's lack of public and private support for her. Improving allyship is an ongoing process; we can never stop learning from each other. As you continue to learn, listen and make room for marginalized voices, remember the stories you share impact far more than just your brand. Gen Z is watching; what web will you weave? Check out the latest Ad Age events and award programs

LGBTQ+ representation in advertising—why brand advocacy is needed year-round

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