By conservative estimates, LGBTQ+ individuals make up approximately 4.5% of the US population, but account for 8%— approximately $1 trillion—of the country’s disposable income, according to a 2020 report from Kearney.

Today’s sociopolitical events have lit a fire under brands to address social injustice and diversity, equity, and inclusion (DEI) in deeper ways than they have in the past. Companies are using marketing and advertising to respond to and support discussions about systemic racism and the Black Lives Matter protests, the fight for LGBTQ rights, the #MeToo movement, the COVID-19 pandemic, and issues of immigration reform, to name a few.

eMarketer principal analysts Mark Dolliver and Nicole Perrin and junior analyst at Insider Intelligence Blake Droesch discuss whether TikTok will get banned or bought by someone (like Microsoft), Australia making big tech pay for media, "Prime Gaming," digital revenues exceed print at The New York Times, appealing to the LGBTQ+ community in ads, who gave America it’s most popular chocolate and more.

It now includes Free the Work, a searchable collection of creative work by filmmakers who are female, trans-identifying, nonbinary, or from other underrepresented groups. The platform uses AI to connect its creators with potential clients.

People with disabilities make up a large, but diverse and underserved, segment of the US population. According to recent statistics from the CDC, 67 million adults in the US—or 26% of the population—report living with at least one type of disability.

LGBTQ+ consumers value brand support beyond Pride Month. How the pandemic has affected Hispanics’ finances. eMarketer and Business Insider Intelligence have joined forces to become the leading research company focused on digital transformation. For more insights and key statistics on the biggest trends in today's most disruptive industries, subscribe to Chart of the Day.

Many of today’s consumers, especially younger demographics, LGBTQ individuals, people of color, and people with disabilities, are rewarding brands that capture diversity, share their inclusive values, and espouse causes that support social equity.

As Pride Month continues, brands keen to use Pride-themed content to advertise their products should be aware that customers pick up on this as a marketing ploy.

The Geena Davis Institute on Gender in Media, the USC Viterbi School of Engineering, and Cannes Lions used AI software to analyze the representation of gender, race/ethnicity, LGBTQ, disability, age, and body size—and their intersectionality—in Cannes Lions festival ads.

June 2020 data from YouGov showed that only 25% of adults in Great Britain felt that companies showing support for the LGBTQ+ community during Pride Month were being genuine—almost half thought that such messaging was not genuine. Outside of Pride Month, though, 38% of respondents saw such messaging as genuine, while only a third felt it wasn’t genuine.

June 2020 data from YouGov showed that only 25% of adults in Great Britain felt that companies showing support for the LGBTQ+ community during Pride Month were being genuine—almost half thought that such messaging was not genuine. Outside of Pride Month, though, 38% of respondents saw such messaging as genuine, while only a third felt it wasn’t genuine.