LGBTQ consumers described the campaigns as “inauthentic.”
The LGBTQ community is more skeptical than the total U.S. population when it comes to brands’ Pride campaigns.
Specifically among LGBTQ respondents, for brands that “create gear and merchandise,” related to Pride Month, 40 percent of them said it was inauthentic, while 31 percent said it was authentic. “Creating ads tailored toward Pride and the LGBTQ community,” 42 percent of LGBTQ respondents felt it was inauthentic, while 33 percent called it authentic.
According to the LGBTQ population, 21 percent said they would be more likely to support a brand that addressed LGBTQ issues, while 16 percent of the total population said they would. Twenty-four percent of the LGBTQ population said they would be less likely to support brands that address LGBTQ issues frequently while 20 percent of the total population said they would be less likely to support these brands.
Some 21 percent of the LGBTQ population said brand support, or lack of support, for LGBTQ doesn’t affect their purchasing decisions, while 30 percent of the total population said brand support, or lack of support, for LGBTQ doesn’t affect their purchasing decisions.
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