LGBT Advertising: Brands Take a Stand on Equality

Today’s brands are held accountable not only for their products and services but, increasingly, for their stance on political and social issues. As more and more attention is focused on equal rights for the LGBT community—specifically, marriage equality and workplace diversity—consumers are appreciating when brands take a stand.

New data from Google and YouTube shows that messages about equality for the LGBT community have widespread impact, especially among millennials. More than 45% of consumers under 34 years old say they're more likely to do repeat business with an LGBT-friendly company. Of those young people, more than 54% also say they'd choose an equality-focused brand over a competitor.

Brands are responding with messages that support inclusion, equality, and diversity. For example, Burger King’s Be Your Way campaign introduced the Proud Whopper, featuring a rainbow-colored wrapper with a special message: “We are all the same inside.” And Honey Maid’s This Is Wholesome campaign celebrated the diversity of the modern family.

These pride advertising campaigns have been remarkably successful. The Proud Whopper ad reached 20% of the U.S. population, and young millennials over-indexed by 4.8X. As for Honey Maid’s ad, more than 8M people watched the 30-second spot on YouTube, and 97% of those views came from its target demographic: 25- to 54-year-olds.

Check out the full article on Think with Google for a deeper dive into these campaigns, with more stats and insights about the impact of LGBT advertising.