Unite and Choreograph, WPP’s LGBTQ+ community and global data products and technology company, respectively, have launched “Beyond the Rainbow,” WPP’s new study into LGBTQ+ marketing and how it will develop in the future.
The recent study included 7,500 LGBTQ+ and non-LGBTQ+ people from the United States, United Kingdom and Canada. The goal of the study was to gauge the public’s perceptions and experiences of seeing LGBTQ+ identities in media and advertising.
“Beyond the Rainbow” is intended for brands, advertisers, marketing communicators and others in the industry. It should provide them with enough actionable data to make the future of marketing more inclusive.
The all-queer team from WPP United initiated the study with backup from the BCW, Choreograph, Hill+Knowlton Strategies, Hogarth, Landor & Fitch, EssenceMediacom, The&Partnership, VMLY&R and Wavemaker agencies. The insights derived from the study call for more authentic representation of the LGBTQ+ community that extends beyond the rainbow month of June each year.
“Our goal in launching Beyond the Rainbow is to help shed light on opportunities to create inclusivity and broader acceptance of the LGBTQ+ community beyond just Pride month,” said David Adamson, Founder and UK Co-chair for WPP Unite. “As more people identify under the LGBTQ+ umbrella, being genuine and inclusive in everything we do is more crucial than ever for brands to be relevant. At WPP, we can help advise on the best approach for inclusivity and representation, reflective of today’s changing culture.”
Among the highlights of the study is the fact that queer media has now become mainstream seeing as how 93% of LGBTQ+ and 85% of non-LGBTQ+ surveyees aged 18-24 actively seek out queer media, proving its mainstream appeal.
Despite its mass appeal, it is still lacking in both quantity and quality. Only 38% of the surveyed state that they are pleased with the way LGBTQ+ people are represented, while two-thirds would love to see better representation in terms of quantity.
Michael Houston, President of WPP in the US, had this to say: “As a global company of over 100,000 creative thinkers and makers, WPP has a responsibility to educate and empower our people, our clients, and our allies to positively and meaningfully influence the cultural representation of the LGBTQ+ community through marketing, advertising and communications. Right now is an incredible moment and opportunity for brands around the world to use their influence to impact society for good.”
Anyone looking to extract more insights from the study can find “Beyond the Rainbow” on WPP’s website.