In many countries around the world, Pride months bring a rainbow wave of brands showcasing their support of the LGBTQ+ community. While these efforts have been both praised and criticized, Nielsen research shows LGBTQ+ consumers are open to brand engagement that’s authentic and inclusive.
Mas como é o engajamento autêntico e inclusivo da marca?
According to Nielsen Relatório anual de marketing de 2024, 70% of marketers reported planning to prioritize performance marketing over brand-building initiatives this year. With marketing dollars at a premium, brands need to understand where and how to invest to earn the good will of the LGBTQ+ community and demonstrate inclusivity well beyond June.
Investir em publicidade e conteúdo inclusivos
Not surprisingly, audiences like to see themselves in the content and ads they watch. In fact, Nielsen research shows that 42% of U.S. adults say it makes them more likely to buy from a brand when they are represented in a campaign1. But among LGBTQ+ audiences, 63% feel their identity group is misrepresented in media.
63% do público LGBTQ acha que seu grupo de identidade é mal representado na mídia
E o sentimento de deturpação pode ser ainda maior entre as identidades interseccionais, como a comunidade negra queer, com sete em cada 10 pessoas se sentindo deturpadas com frequência.
There’s reason behind this sentiment. A recent GLAAD study found that 36% of LGBTQ+ scripted characters across broadcast, cable and streaming won’t be returning. For brands, supporting representative content through their advertising can be both an opportunity to demonstrate support of the LGBTQ+ community and resonate with this engaged audience.
“We exist in all spaces in the real world, and so we should exist in all stories in all types of television and we know that inclusive content is a win for all audiences,” said Megan Townsend, Senior Director, Entertainment Research and Analysis at GLAAD, in a recent Nielsen webinar.
Entendendo o cenário de anúncios inclusivos
Para entender melhor como o conteúdo inclusivo está atualmente ajudando as marcas a se conectarem com os consumidores LGBTQ+, analisamos quatro programas que centralizam o talento LGBTQ+ entre seus apresentadores ou membros do elenco e as marcas que anunciam nesses programas.
Karamo, a syndicated talk show distributed by local broadcast stations across the country, and Rachel Maddow, a cable news and commentary program, both feature LGBTQ+ talent on their programs and pharmaceutical companies as their top advertisers. Nielsen Scarborough research found that LGBTQ+ consumers are 62% more likely than the general population to request a specific drug be prescribed by their doctor as a result of a recent health care ad, and Black LGBTQ+ consumers are 59% more likely to make an appointment to see a doctor as a result of a recent health care ad.
Mas o setor de saúde não é o único que está se conectando com o público LGBTQ+. Uma marca de reforma residencial é o principal anunciante do My Lottery Dream Home - uma boa opção para o programa imobiliário sem roteiro que apresenta talentos LGBTQ+. Mais de um quarto (27,2%) dos consumidores LGBTQ+ afirmam ter comprado recentemente itens de reforma doméstica on-line.
The next biggest advertiser for My Lottery Dream Home is a consumer packaged goods (CPG) brand. A CPG brand is also the biggest advertiser for RuPaul’s Drag Race, a reality competition program featuring drag queens. The CPG space is competitive. Nielsen Scarborough research found that 38% of LGBTQ+ consumers agreed they are willing to shop multiple stores to find the best deals. To improve ad campaigns and beat out the competition, advertisers need the right data.
Otimização de campanhas para repercutir no público LGBTQ+
For brands looking to connect with LGBTQ+ consumers, it’s important to do more than just show up in the right place. They need to show up at the right time—and that means beyond a single month. Brand support for the LGBTQ+ community beyond Pride Month is crucial to avoid appearing gimmicky or doing more harm than good and alienting communities with “rainbow capitalism.”
Brands also need to ensure their messages resonate. Ads need to authentically represent the diverse identities of LGBTQ+ community and avoid stereotypes and caricatures. Our research found that 50.5% of LGBTQ+ audiences agree that avoiding stereotyping individuals in advertising and programming will help improve inclusivity. But ensuring genuine representation requires accurate data to inform your strategy.
Effective measurement strategies include and go beyond inclusivity metrics to understand audience nuances and make advertising more seamless. Consumer insights, such as those from Nielsen Scarborough, are essential for understanding consumers’ mindsets and staying current with trends. And competitive data can help you understand how other brands are splitting their spend across channels or tailoring their creative to optimize your own media strategy. Nielsen’s Anúncio Intel solution monitors detailed ad spend from all the major players—industry by industry, program by program, month after month.
Com os dados certos, as marcas podem entender se estão investindo no lugar certo, no momento certo e com as mensagens certas para envolver os consumidores LGBTQ+ durante todo o ano.
Learn more about LGBTQ+ consumers in our recent webinar: Criar fidelidade à marca com o público LGBTQ+.
Notas
1Nielsen Attitudes on Representation on TV Study, 2022
2Nielsen Attitudes on Representation Study, 2023
