Month: July 2024

Originally published on Nielsen Insights

LGBTQ+ consumers welcome brand engagement—provided it’s done in an authentic and inclusive way. Watch our latest webinar and learn how to build brand loyalty with LGBTQ+ audiences.

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Driving authentic affinity with LGBTQ+ consumers

With continued economic uncertainty and increased expectations for data-driven results, marketing teams are being pressed to prove impact and in many cases choosing to lean into performance marketing as a result. But marketers can’t lose sight of their audience—building brand loyalty can drive increased sales if done authentically.

While some brands are reportedly taking a lighter approach to LGBTQ+ marketing this PRIDE month, Nielsen research shows that LGBTQ+ consumers are open to brand engagement that’s authentic and inclusive. Brands that actively support LGBTQ+ causes and demonstrate inclusivity can build strong loyalty. 

In this webinar, Stacie deArmas, SVP, Diverse Insights & Initiatives, Nielsen, shares the value of brand building and how to earn brand affinity with LGBTQ+ consumers. She is joined by Megan Townsend, Senior Director, Entertainment Research & Analysis, GLAAD, who shares research and resources for brands to better connect with LGBTQ+ audiences.

Learn more about:

The need for brand buildingLGBTQ+ consumers’ expectations for brandsHow to earn brand affinity

68% of LGBTQ+ consumers report encountering irrelevant advertising

Source: Nielsen Trust in Media Study, March 2024

72% of the LGBTQ+ community agree that they will stop purchasing from brands that devalue their community

Source: Nielsen Attitudes on Representation Study, 2023

1/4 of Black LGBTQ+ audiences are comfortable with targeted advertising

Source: Nielsen’s International LGBTQ+ Report, 2022

Build your brand with LGBTQ+ consumers

Reaching audiences is only half the equation—your ads and content have to resonate, too. Register for our webinar and learn how to build brand loyalty with LGBTQ+ audiences.

Watch the webinar

In an era where the impacts of climate change, biodiversity loss, and social inequalities are increasingly evident, affecting the financial viability of companies across the economy. This guide seeks to demystify the process of integrating sustainability into business operations, turning challenges into strategic opportunities.

This guide aims to equip finance teams and sustainability practitioners with the knowledge to turn sustainability into a strategic advantage. By understanding and leveraging the financial and intangible benefits, a business can transform sustainability challenges into opportunities for growth and innovation.

Why this guide matters

As sustainability rises on the corporate agenda, many businesses struggle with translating ambitions into actionable strategies. The perceived high costs of sustainable actions and the diffuse, long-term nature of inaction costs can add to this complexity. This guide from WBCSD aims to provide clarity, offering finance teams and sustainability practitioners practical steps to make a compelling business case for sustainability.

Why this guide matters

Clear steps to building a business case: This guide expands on five actionable steps—scoping the initiative, translating impact, identifying KPIs and data requirements, collecting data, and drafting a business case.Typology of sustainability initiatives: This guide includes 16 themes and 32 opportunities categorized under climate change mitigation and adaptation, nature conservation and restoration, and social justice and equity.Financial and intangible impacts: The guide links opportunities to ten financial drivers and six intangible drivers, providing 32 detailed ‘impact tables’ to support business’ decision-making.Impact tables: These tables outline the specific impacts of each sustainability opportunity, guiding business in preparing a robust business case.

Building the business case for sustainability: Insight report

To download the report and view this article on kpmg.com, please click here.