Of the various groups surveyed, LGBTQ and Black respondents expressed the strongest preference for diverse and inclusive ads. For example, 69% of Black consumers say they are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity.2

“We now have generations of consumers who are increasingly multicultural through the intersectionality of race, gender, ethnicity, and sexual orientation. This study clearly told us that these consumers expect brands to be inclusive and reflect the reality of their lives in advertising,” said Virginia Lennon, Ipsos senior VP of the Multicultural Center for Excellence and one of the lead researchers on the study.

How authenticity plays a part in perceptions

Throughout the study, we also asked people about their perceptions of authenticity in marketing. We found, for instance, that 71% of LGBTQ consumers said they are more likely to interact with an online ad that authentically represents their sexual orientation.3

“It is not enough to put a rainbow on a product and call it a marketing strategy,” said Sarah Kate Ellis, president and CEO of GLAAD, a nonprofit and leading media organization that advocates for the LGBTQ community. “Brands need to take the initiative to reflect the world we live in by showcasing the wide range of diverse identities within the LGBTQ community. This includes transgender and non-binary people, as well as gay and lesbian parents with children. When a trans woman of color is represented in a commercial or ad, it builds understanding and sends a validating message to trans people everywhere.”