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 研究 shows LGBTQ+ consumers are open to brand engagement that’s authentic and inclusive.
但是，真实、包容的品牌参与是什么样的呢？
According to Nielsen 2024 年度营销报告, 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.
投资包容性广告和内容
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% 的 LGBTQ 受众认为媒体歪曲了他们的身份群体
而在黑人同性恋等交叉身份群体中，被歪曲的感觉会更强烈，每 10 人中就有 7 人经常感觉自己被歪曲。
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.
了解包容性广告格局
为了更好地了解包容性内容目前是如何帮助品牌与 LGBTQ+ 消费者建立联系的，我们考察了四个以 LGBTQ+ 人才为中心的节目，这些节目的主持人或演员以及在这些节目中投放广告的品牌。
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 斯卡布罗 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.
但医疗保健并不是唯一一个与 LGBTQ+ 受众建立联系的行业。一个家居装饰品牌是《我的彩票梦想家园》的头号广告商--非常适合这个以 LGBTQ+ 人才为特色的非剧本房地产节目。超过四分之一（27.2%）的 LGBTQ+ 消费者表示最近在网上购买了家装用品。
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.
优化活动，与 LGBTQ+ 受众产生共鸣
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 研究 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 斯卡布罗, 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 Ad Intel solution monitors detailed ad spend from all the major players—industry by industry, program by program, month after month.
有了正确的数据，品牌就能了解自己是否在正确的地点、正确的时间、正确的信息上进行了投资，以吸引全年的 LGBTQ+ 消费者。
Learn more about LGBTQ+ consumers in our recent webinar: 与 LGBTQ+ 受众建立品牌忠诚度.
说明
1Nielsen Attitudes on Representation on TV Study, 2022
2Nielsen Attitudes on Representation Study, 2023
