消费者对最近一些品牌为吸引 LGBTQ+ 群体而采取的举措产生了大量负面情绪，这凸显了受众数据在营销中的巨大重要性。个性化是建立有意义的联系的关键，但在当今充满数字化气息的媒体环境中取得成功还需要真实性和品牌完整性。
抛开头条新闻不谈，包括 LGBTQ+ 群体在内的人们正在越来越多地寻找他们可以联系的内容和品牌。因此，准确了解品牌希望与之互动的人就显得尤为重要。
总体而言，我们最新的国际性全球 LGBTQ+ 包容性媒体认知研究发现，所有受众都能接受基于性取向和/或性别认同的品牌定位。双性恋者的接受度最高，19.7% 的人表示他们非常接受这种做法，紧随其后的是异性恋者，为 19.4%。同性恋者的接受度较低，只有 13.9% 的人表示非常乐意接受这种品牌定位。
The findings from our study also highlight that non-cisgender identifying1 audiences are more comfortable with brand targeting than cisgender2 audiences. Receptiveness among this audience is highest in Spain, and lowest in the U.K.
值得品牌肯定的是，近 64% 的无性别认同受众表示，他们收到的定向广告中的产品和信息都与他们相关。但另一方面，只有 26.4% 的非性别认同受众表示他们收到过定向广告。在更广泛的 LGBTQ+ 群体中，这一比例仅为 19%。
近几个月来，围绕着一些品牌最新举措的声音越来越大，但我们的研究数据突出表明，品牌拥有的参与机会比他们正在采取的行动要多得多。这就需要我们对消费者--客户和潜在客户--有深入的了解，同时还要知道，无边界的媒体环境使我们无法限制谁能看到或谁不能看到某些东西。
Data and technology can help marketers identify audiences and engage with them, but brands can’t control how people share their messages. Said differently, ad delivery is much different from ad exposure. Brand integrity is critical on this front. Compared with the brands that have faced consumer backlash this year, a number of other well-known brands have been praised for upholding their positions on transgender inclusivity, including Victoria’s Secret this past March. And what’s more, a December 2022 GLAAD-Edelman report found that Americans are two times more likely to use a brand that demonstrates a commitment to expanding and protecting LGBTQ rights.
尽管出发点是好的，但最近的历史表明，并非所有人都能接受包容性。品牌目的始终需要坚定不移的支持才能获得长期收益，尤其是在遭到反对的情况下，因为反对是当今品牌需要考虑的一个现实问题。在全球范围内，只有 25.6% 的顺性别者表示，他们希望节目和广告能更多地宣传包容性和有关 LGBTQ+ 的正面故事。接受度最高的是巴西（33.6%），最低的是法国（13.8%）。
On the subject of LGBTQ+ inclusion, Sarah Kate Ellis, president of GLAAD, says that brands know that it’s good for business. Within the context of recent news, she was quoted in a TIME article, saying that “Companies will not end the standard business practice of including diverse people in ads and marketing because a small number of loud, fringe of anti-LGBTQ activists make noise on social media.”
Despite any short-term effects associated with divided audiences, experts agree that the vast majority of boycotts fail in the long term. Maurice Schweitzer, a professor at University of Pennsylvania’s Wharton School of Business, tells ABC News that boycotts need to be sustained and coordinated—which is rare. Nike stock, for example, is up 48.8% from when the brand faced backlash for partnering with Colin Kaepernick back in 2018.
For additional information, download our latest LGBTQ+ report.
资料来源
1Non-cisgender identifying refers to people who do not follow other people’s ideas about how they should look or act based on the female or male sex they were assigned at birth.
2Cisgender refers to people whose gender identity corresponds with the sex they were assigned at birth.
