Brands can appear “progressive” and “inclusive” and capitalise on emerging opportunities to engage with new audiences by creating LBGTQ-themed content and ads, a new study commissioned by the gay social network, Hornet, has found.
800 people took part in study conducted by Hornet with the help of Nielsen to find how out ads with an LGBTQ focus can impact on consumers. The results suggest brands that are reluctant to embrace LGBTQ representation for fear of being too political are missing out as the general public is very receptive to such content.
Almost two-thirds were able to recall the brand which featured in LGBTQ-themed commercials, while these ads were deemed to be more “progressive”, “inclusive” and “caring” than generic ads. Consumers also found themed ads and articles to be more believable and interesting.
“We identified missed opportunities and areas where advertisers can increase their ROI with the creation of authentic advertising,” Hornet president and co-founder, Sean Howell said. “These campaigns speak directly to this consumer, and their inclusive messaging creates brand recognition, which, in turn, influences purchasing habits.”
Other takeaways from the study include the fact that content tailored for LBGTQ audiences are least likely to be described as either “forced” or intrusive”, which suggests consumers are very open to engaging with videos, infographics and other medium formats in a variety of settings, and reading and viewing environments.
Howell added: “With this study, we hope to help brands improve their marketing and advertising as it relates to the LGBTQ community, a highly desirable consumer demographic.”