The news: Brands are being called on to show up for Pride Month, per Disqo and Do the WeRQ’s 2024 annual report on LGBTQ+ advertising and its impact on the brand experience.

Among the key findings:

• Consumers widely believe it is important for brands to show support for the LGBTQ+ community all year. Half of the general population believes this is important, while 88% of LGBTQ+ respondents feel the same.
• Social media and advertising remain the primary ways consumers across demographics learn about brand participation in Pride Month. Fifty-nine percent of LGBTQ+ consumers notice participation on social media compared with 35% of all consumers, while 43% of LGBTQ+ respondents discover participation through ads compared with 33% overall.
• 90% of LGBTQ+ consumers have noticed brands celebrating Pride in previous years, compared with 60% of the general population.
• Whether brands celebrate Pride Month influences consumer perceptions. Eighty percent of LGBTQ+ respondents say brands celebrating Pride Month impacts their perception of the brand positively, though this was true for only 39% of overall respondents and 34% of non-LGBTQ+ respondents.
• 73% of LGBTQ+ consumers have intentionally purchased products marked with celebratory Pride messages.