Gay Men in the UK Say LGBT People Are 'Invisible' in Ads - eMarketer

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Gay Men in the UK Say LGBT People Are 'Invisible' in Ads

Study finds brands could be doing more to win the loyalty of LGBT community

April 7, 2017 | Marketing

A majority of gay and bisexual millennial men in the UK are dissatisfied with the way ads portray lesbian, gay, bisexual and transgender (LGBT) people, according to a study released this week to coincide with the Diversity in Marketing & Advertising Summit in London.

Polling by agency UM London and dating app Grindr of more than 2,000 gay and bisexual male users of the app ages 18 to 34 found that 66% thought LGBT people weren’t shown often enough in marketing campaigns. In fact, more than half of UK respondents (52%) felt the LGBT community was “invisible” in advertising.

Companies that make a more noticeable effort to reach LGBT consumers are likely to be rewarded by that community, the study found. Nearly half (49%) of survey respondents said they would be more apt to buy from brands that feature LGBT people in their ads.

—Cliff Annicelli

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