According to a study by Teads, 33% of Brazilians believe that advertisements with LGBTQIAP+ people help change attitudes and prejudices
June is the month we celebrate LGBTQIAP+ pride, but the concern with respect and inclusion should go far beyond the 30 days of the sixth month of the year. With that in mind and with the aim of assessing the progress of Brazilian society in this area, Teads carried out the second edition of its survey on the relationship between consumers and brands in terms of supporting sexual and gender diversity.
According to the survey, 33% of Brazilians believe that advertisements showing LGBTQIAP+ people help to change attitudes and prejudices towards this group, representing a result equivalent to that found in the first edition of the study, carried out in 2022.
The survey also revealed that 25% of respondents have often seen brand campaigns that support the community, which indicates that, despite being an important driver of change, the sector is still little explored for this purpose. However, an evolution on the subject was noted since, in last year’s data, only 16% said they believe that brands align their campaigns to promote diversity and inclusion.
Already based on a survey by Datafolha, released in 2022, which found that 9.3% of the adult population in the country identifies as LGBTQIAP+, a data that reinforces the importance of broadening the discussion and inclusion of this minority in advertising campaigns, the study from Teads pointed out that, although 40% of people consider the topic important, half of those interviewed believe that it is not relevant for brands to promote diversity and inclusion for the cause in their business or in society.
The survey also identified that 37% of respondents feel uncomfortable with advertising featuring LGBTQIAP+ people, with Generation X being the most uncomfortable, with 42% of responses confirming this fact.
Another point raised by the study was that a significant percentage of respondents, 20% of them, still believe that many brands that put the flag of gender equity and sexual diversity in their communications do rainbow washing, a term used to appropriate the movement as a form of self-promotion by companies or people who are not truly committed to the cause. Thus, this percentage believes that companies promote campaigns in the Month of Pride without effectively acting in actions that generate a real impact on society.
“The survey revealed a challenging scenario in the social sphere as well. We observed a noise in the population’s understanding – there is an almost exact division between the part that believes that campaigns that show LGBTQIAP+ people help to change attitudes and prejudices and the part that still feels uncomfortable with this exhibition. However, even with a long way to go, it is essential that brands understand the urgency of this agenda, contribute continuously to the cause and firm real commitments of equity and inclusion”, said Cau Stfani, leader of Teads Research & Insights in Brazil.
