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.
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.