As atitudes globais em relação à comunidade LGBTQ+ evoluíram drasticamente na última década e, com mais opções de conteúdo do que nunca, o público LGBTQ+ está sendo mais socialmente consciente em relação às marcas que escolhe. Para os anunciantes que desejam fazer incursões na crescente comunidade LGBTQ+ - e em seu poder de compra - a inclusão é tudo.
While there has been significant progress in representation the past 20 years, one group still struggling to see themselves in advertising is the Black LGBTQ+ community. Nielsen’s 2022 report on Black inclusion in media found that only 9% of U.S. advertising is directed toward content inclusive of Black LGBTQ+ talent. And subgroups of the LGBTQ+ community are seeing the largest lack of inclusion. Representation of gender non-binary identities, for example, is seen as the least inclusive among advertising with 88% of Black LGBTQ+ people ranking this as non-inclusive compared to 81% overall1.
Essa lacuna de representação representa uma grande oportunidade para os anunciantes se conectarem com os consumidores negros LGBTQ+, pois eles têm maior probabilidade do que a população em geral de se sentirem muito confortáveis com as marcas que os visam como consumidores com base em sua orientação sexual e/ou identidade de gênero.
To connect with Black LGBTQ+ audiences, advertisers need to focus on inclusion, but that inclusion needs to be authentic to be effective. Yet, advertisers are missing the mark when it comes to accurate, intersectional representation. According to Nielsen’s 2022 International LGBTQ+ Report, 54% of Black LGBTQ+ people say avoiding stereotyping is the number one way to improve inclusivity in content—higher than both LGBTQ+ respondents (50%) and total respondents (45%)—signaling that the community feels overly-stereotyped by advertisers today.
We recently spoke with Myles Worthington, Founder and CEO of WORTHI, for a more in-depth discussion about the importance of Black LGBTQ+ inclusivity in media.
Advertisers looking to create more personal connections with Black LGBTQ+ consumers should partner with members of the community, and many are reaching out to social media influencers to be the face of their campaigns. And when it comes to influencers, Black LGBTQ+ consumers want involvement—21% of Black LGBTQ+ people cite commitment to the community and social responsibility as the most relevant attribute they look for in an influencer, outpacing total respondents (17.8%) and LGBTQ+ respondents overall (19.8%)1.
Finding and partnering with the right influencer can increase more than your follower count and video views. According to the 2021 Nielsen Trust in Advertising study, 71% of consumers trust advertising, opinions and product placements from influencers, and influencers drive 80% brand recall and a 9-point increase in both brand affinity and purchase intent relative to consumers who did not see the influencer ads2.
When done right, the strategy is especially impactful with Black audiences—Black adults were 71% more likely to buy products endorsed by influencers on social media3.
Para os consumidores negros, o aumento da inclusão e da autenticidade pode levar a uma maior fidelidade. Um estudo de 2022 da Nielsen sobre identidade e representação revelou que 40% dos entrevistados negros têm maior probabilidade de comprar produtos de marcas que anunciam em conteúdo que apresenta alguém de seu grupo de identidade. As marcas que se concentram em experiências negras autênticas e amplificam as vozes negras podem se tornar uma fonte confiável para os consumidores - e a marca da qual eles se lembram quando querem fazer uma compra.
For additional insights, download Amplifying Black voices in media: Creating informed, thoughtful and authentic experiences.
Notas
- Estudo internacional da Nielsen sobre percepções de mídia inclusiva LGBTQ+, 2022
- Normas do Nielsen Brand Impact Q2 2022
- Nielsen Scarborough USA+ 2022 Release 1, POV do consumidor
